市场跟进者与市场领先者的博弈——由《新闻报》、《申报》竞争模式看当前报业同质化现象

The Game between the Entrant and the Dominator——analysis of identical phenomena of current newspaper based on the competition between xinwen bao and shen bao

通过对《新闻报》、《申报》竞争情况相关资料的梳理,提炼出对当今报业同质化的三点启示:同质化策略对市场跟进者而言,不失为一种稳妥有效的策略;差异化竞争是报纸最终立足市场的不二法门;良性同质化竞争有利于两方双赢共存。

By combing related data about the competition between Xinwen Bao and Shen Bao, this article enlightens current newspaper industry as follow: identical competition, for the entrant, is a reliable and effective strategy ;differentiated competition ,for the press, is the only way to base yourself upon the market; benignly differentiated competition comes to a win-win result.