生活信息类免费报纸发展策略研究

Development strategy study on free newspaper of life information

在国内,免费报纸一直处于一种尴尬的境地,多数是在"夹缝"中生存。其原因主要是由于大量的免费报纸在市场中缺乏权威性,可读性不强,缺乏正规的采编团队,定位不清晰,同质化严重,发行缺乏服务意识等。面对以都市报为代表的传统媒体和网络等新型媒体的不断冲击,免费报纸在入市时要选好经营环境、明确市场定位,以求平稳着陆;运营中重视服务,加强发行;管理上引入竞争,赏罚分明。

In China,free newspaper is always in a dilemma,most of it is survived in a fissure.Main reason is a lot of free newspaper is lacking of authority and professional editing team,less readable,not clear positioned and serious homogeneity as well as lacking of service-oriented consciousness.Impacted by traditional media represented by civil newspaper and new media such as internet networks,when entering into market,free newspaper shall choose right business environment,clearly define its market position,and have a smoothly launch into the market;enhance service and publishing in operation,introduce competition and being impartial in reward and punishment in management.