传统付费报纸和免费报纸的博弈及其启示

The analysis and enlightenment of competition and cooperation between common newspapers and free newspapers

以瑞典《地铁报》为代表的免费报纸的成长给全世界的传统付费报纸带来了机遇与挑战。传统付费报纸与免费报纸存在着竞争与合作,也可以说,它们之间存在着博弈。以瑞典《地铁报》为代表的免费报纸采取了蓝海战略,与付费报纸并没有在同一市场上进行有限资源的争夺,而是服务于不同的细分市场。

The development of free newspapers,which is represented by the Sweden ＂Metro＂,has brought challenges and opportunities to paid newspapers around the world.There are competition and cooperation between paid and free newspapers,that is to say,there exist game between them.Based on analysis of the game between traditional paid newspapers and free newspapers,this paper points out that as a representative of the free newspapers,the Sweden ＂metro＂ adopted blue ocean strategy and it didn＇t compete with paid newspapers for its limited resources in the same market,but rather serve different market segments.At the same time,this paper also analyzes strengths,weaknesses,opportunities and threats of both paid newspapers and free newspapers and then have dereloped four game strategies for paid newspapers.In addition,based on the analysis of the game between foreign paid newspapers and free newspapers,this paper points out some enlightenments to the development of China＇s press industry.