地市都市报省城扩张模式SCP分析及行为选择研究

Research on SCP Analysis and Market Behavior Choices of Provincial Expansion Models in Local Metropolitan Newspapers

以《大江晚报》开创的地市都市报省城扩张模式为案例,结合SCP理论,分析以合肥五大都市报为主的战略目标市场结构。研究表明:合肥市都市报市场集中度较高、规模经济显著、产品差异化小、进入壁垒偏高。需采取优化定价机制、实现产品差异、培育报业的核心能力以及与关联企业合作的市场行为才能产生预期绩效。

With an example of local metropolitan newspapers＇ provincial expansion mode created by Dajiong EveningPaper. And based on the theory of SCP, the authors analyze target market structure leading by the top five metropolitan newspapers in Hefei. The results are： with an enterprising strategic choice model, Dajiang Evening Paper is confrontedwith metropolitan newspapers＇ structure of higher market concentration degree, significant economies of scale, small product differentiation and high barriers to entry in Hefei. As a result, only the right choice of market behaviorssuch as the pricing mechanism optimizing, product differentiation realizing, the newspapers＇ core competence cultivating and the cooperation with related enterprises makes the anticipated market performance.