中国地市报市场化的困境及对策

The Dilemma and Strategies for Marketization of Local Newspapers in China

地市报步入市场参与竞争已迫在眉睫,但目前我国地市报进入市场还存在许多不利因素,诸如体制之囿、定位含混、自我膨胀等,严重阻碍了地市报前行的脚步。去行政化是地市报进入市场的必由之路,要细化受众定位,套牢赢利受众,要放下架子,为受众服务。

The fact that local newspaper will come into market to compete is imminent.But,at present,still many disadvantages of local newspaper in China such as limited system,disorderly market orientation,self-aggrandizement and so on,seriously hinder it forward.De-administration is the necessary way for local newspaper to step into market.We should specify the public positioning,hold up profitable public,and pocket the pride to serve the public.