试论湖南报业发展的基本战略

On the Fundamental Strategies for the Development of Hunan's Newspaper Industry

针对湖南报业发展的现状与存在的主要问题,从人才开发、媒介重组、信息开发、广告发展、受众市场培育等方面,探讨了湖南报业发展的五种基本战略。认为湖南报业应抓住历史机遏,走产业化、集约化发展的道路。湖南报业必须针对自身的状况,迅速转变人才观念,改革人才体制,加强后备人才基地建设;优化资源配置,实施多种经营,壮大媒体实力;立足本土,放眼全国,充分挖掘信息资源;更新经营理念,改进经营方式,扩大广告市场份额;树立报纸品牌,改革发行机制,积极培育受众市场。

In view of the actual situation and major problems of Hunan's newspaper industry,the authors of this article present a discussion of the five fundamental strategies for the development of Hunan's newspaper industry, ranging from the exploitation of professionals, the reorganization of media, the exploitation of information and the development of advertising, to the cultivation of the customer market.It is thought that Hunan's newspaper industry should grasp the historical opportunities and take the road of industrialization and intensive development. In the light of its own actual conditions, Hunan's newspaper industry must rapidly transform its ideas towards professional personnel, reform its professional personnel system and strengthen the construction of its reserve force bases; optimize resource allocation, carry out diversified operations and enhance its media strength; base itself on its own locality, orient to the whole country and fully tap information resources; update its business ideology and expand its advertising market share; and build its own newspaper brands, change its distribution mechanism and actively cultivate its customer market. 