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在国内,免费报纸一直处于一种尴尬的境地,多数是在“夹缝”中生存。其原因主要是由于大量的免费报纸在市场中缺乏权威性,可读性不强,缺乏正规的采编团队,定位不清晰,同质化严重,发行缺乏服务意识等。面对以都市报为代表的传统媒体和网络等新型媒体的不断冲击,免费报纸在入市时要选好经营环境、明确市场定位,以求平稳着陆;运营中重视服务,加强发行;管理上引入竞争,赏罚分明。
In the country, free newspapers have always been in an awkward situation, most of which are living in the folder. The reason is mainly because a large number of free newspapers are lack of authority in the market, readability is not strong, the lack of regular team editing, positioning is not clear, serious homogeneity, the issue of lack of service awareness. Faced with the constant impact of the new media such as the traditional media and the internet represented by the metropolitan newspapers, the free newspapers should select their business environment when entering the market, clarify the market positioning so as to achieve a smooth landing; emphasize service and strengthen the issuance in operation; introduce the management Competition, reward and punishment clearly.