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上海报业给人以无限的想象空间,因为上海在人口与经济上是中国最大的城市,报纸的发行潜力与广告总量,都无疑是全国第一,但是客观地说,多少年来上海几家主要报纸日子过得太舒服。在上海报业市场上,竞争者包括本地报纸、异地报纸以及上海报业与异地合办的报纸,其中上海本地报纸是竞争的主流。据最新统计,上海共有75种本地报纸.其中综合类报纸22种,专业报纸53种,但真正进入市场前沿的只有不到十家报纸。这些报纸主要分属于解放日报报业集团和文汇新民联合报业集团。从发行量来看,两集团的主报《解放日报》、《文汇报》几乎相当,但由于大多数为公费订阅,故而并没有太大的竞争。两大报业集团间的竞争主要集中在自费市场上,本文试从三个层次进行分析。早报市场:《新闻晨报》一枝独秀2000年6月《新闻晨报》全新改版,此举标志着解放日报报业集团对文新报业集团竞争的开始。《新闻晨报》以25～45岁的都市男性为目标读者群,注重时效性和服务性,“追求最鲜活最实用的新闻”。《新闻晨报》60%的发行依靠零售,是上海最早出摊的
Shanghai’s newspaper industry gives people unlimited imagination because Shanghai is the largest city in terms of population and economy in China. The issue potential of newspapers and the total amount of advertisements are undoubtedly the first in the country. However, objectively, how many years have Shanghai’s The main newspapers live too comfortable. In the Shanghai newspaper market, competitors include local newspapers, off-site newspapers, and Shanghai newspapers and off-site newspapers, among which Shanghai local newspapers are the mainstream of competition. According to the latest statistics, Shanghai has a total of 75 kinds of local newspapers, including 22 kinds of comprehensive newspapers and 53 professional newspapers. However, there are only less than 10 newspapers entering the market. These newspapers mainly belong to Jiefang Daily Newspaper Group and Wenhui Xinmin United Press Group. From the circulation point of view, the two groups of the main newspaper “Liberation Daily”, “Wen Wei Po” almost the same, but because most of the public subscription fee, so there is not much competition. The competition between the two newspaper groups is mainly concentrated in the self-paying market. This paper tries to analyze from three levels. Morning Post Market: “Morning News” thriving in June 2000 << Morning News >> new revision, the move marks the Jiefang Daily Newspaper Group Newspaper Group, the beginning of competition in the newspaper industry. “Morning News” to 25 to 45-year-old urban men as the target audience, focusing on timeliness and service, “the pursuit of the most liveliest and most useful news.” “Morning News” 60% of the distribution to rely on retail, is the first to show up in Shanghai