信息时代报业的定位与重生

Newspaper Repositioning and Rebirth of the Information Age

传统报业在数字化和网络技术时代,只有重新定位自己才能走出困境获得重生。重新定位无非是再次回答"3W":我是谁(who)、干什么(what)、怎样做(why)。从经营的角度看Newspaper是报业定位中陷入"营销近视症"的表现,报业的市场定位应该是"信息供应和信息传播商",并以此实现其经营的终极价值。网络和数字化为报业重生提供了新的机会,它不仅改变报业的内容生产和信息发布方式,更重要的还是对信息资源分配流程和分配方式的彻底调整。而媒介定制作为一种可供选择的发展路径,实际上就是构建新型媒介运营模式。它把消费者置于整个价值链首位,根据消费者需求达成相应的信息产品供应和服务,体现了在报业经营中信息产品供应的本质是服务型的而不是生产型的。

By answering 'Who am I (Who) ,What to do (What),How to do (Why)' with new perspective for repositioning might be an appropriate way to survive for newspaper in such an era of digital and network technology. In otherwords,the'marketing myopia',say,focusing on operating journalism,is not a proper position for newspaper. Instead,achieving ultimate value by being a supplier and communicator of information is where newspaper should be at present. New opportunities have been provided by the network and digitalization for newspaper revolution. Not only do the opportunities reform the way of content creation and information publishing,but also innovate the process and mode of resource assignment overwhelmingly. Consequently,structuring a new operating mode of media,including personalized media or customized media,could be selected as a possible approach to re - posit newspaper by such opportunities. It involves consumers into the value chain as the primacy,reaching relevant supply and services of information production with the demands of the consumers,reflecting that the essence of information products in newspaper industry is the service instead of the production itself.