从产品生命周期看媒体的创新发展——以《楚天都市报》为例

On Creative Development of the Mass Media from the Life Cycle of the Products——Taking Chutian Metroplis Daily as the Exmple

运用产品生命周期理论详细分析了《楚天都市报》在导入期、成长期及成熟期三个不同发展阶段的创新作为。分析表明,在不同的发展阶段,媒体必须根据社会和市场的需求,找准定位,求索创新,才能在激烈的竞争中不断发展壮大。

The paper uses the life cycle theory to analyzes the creative actions of Chutian Metroplis Daily in its early,developing and mature phases.It points out that in different phases,the mass media must correctly position themeslves and try to be creative,then they can develop in the competition.