生活服务类报刊在面临传统报刊竞争的同时,还面临着新媒体的竞争。生活服务类

报刊要在未来竞争中立于不败之地,必须不斯调整自身的竞争战略。本文以《中国家庭

报》为个案,分析生活服务类报刊面临机遇与困境,提出具有较高战略定位和较强可操

作性的对策建议,具有一定实践意义,本文结论还可为其他同类报刊提供借鉴。

本文以理论探讨与实证研究相结合,运用文献分析法、比较分析法、案例分析法,

较为深入地研究了《中国家庭报》的竞争战略。本文研究内容分七个部分:首先是导论

部分,介绍了论文选题背景与研究意义、研究对象与方法、基本思路与框架结构以及论

文的主要贡献。第二部分为竞争战略理论及研究方法综述,探讨了企业战略的内涵与企

业竞争战略的概念,对企业竞争的基本战略和本文涉及的企业竞争战略研究方法进行了

综述。第三部分在概述《中国家庭报》发展现状基础上,客观分析了该报发展中遇到的

困境与问题。第四部分是竞争环境与企业要素分析,利用PEST分析法分析该报发展的

宏观环境,借助“波特五力分析模型”分析该报的产业内部环境及面临的行业竞争态势,

并对《中国家庭报》内、外部竞争要素进行了分析。第五部分论述了《中国家庭报》竞

争战略选择,借助SWOT分析矩阵,将外部因素与内部因素进行综合分析,并进而对

《中国家庭报》的竞争战略进行比较分析与选择,提出《中国家庭报》的竞争战略是:

明确定位、突出特色、做大主业,创新商业模式、积极应对新媒体的挑战。第六部分分

析了《中国家庭报》竞争战略的保障措施,包括不断推进组织结构优化、建立良性用人

机制、积极推进报网整合、加强资金保障等。第七部分为结论及有待进一步研究的问题。

本文贡献主要体现在三个方面:一是从多角度综合分析《中国家庭报》的竞争条件;

二是提出该报应借助二线城市对权威生活服务类报刊的需求,主动开辟新市场;三是提

出该报应选择差异化竞争战略,并从四个方面提出实施差异化竞争战略的具体建议。

【关键词】生活服务类报纸;市场定位;竞争战略

【研究类型】应用研究

TitlerThe Competition Strategy Research of China Family News'

Specialty: Business Administration

Name: Ye Dong

Tutor: Yang Jianfei

Signature:

Signature:

Abstract

Life service newspapers not only is facing traditional newspaper challenge

but also facing force from new media. Life service newspaper wants win an

invincible position, they have to continuing adjust their own competition

strategy. This thesis take “ China Family News “ as an example,analysis the

challenge and dilemma which life service type newspaper face, pretend higher

strategy location and submit detailed opinions on operability, with fixed

established regular practical significance. This thesis conclusion provides

reference value to same type of newspaper.

This thesis combined with theoretical discussion and empirical research,

use document analysis method, method of comparative analysis, case study

deeply study the competition strategy of China Family News”.The thesis

consists of seven chapters. The first chapter, introductory theory, inderduce the

topic design background and research meaning,study object and method , basic

idea and layout and thesis main contribution. The second chapter,competition

strategy theory and research method mainly,discussed company competition

strategy theory and company competition strategy connotative meaning. Focus

expound “ the five- force model and three basic competition strategy. The third

chapter, on the basis of China Family News current developing status,

Objective analysis the difficulties and problems during newspaper developing.

The fourth chapter, competition environment and Enterprise factor analysis,

use PEST analysis method to analysis newspaper's developing macro

environment, with the help of “ the five- force model to analysis this

newspaper's inside environment and industry competition trend. The fifth

chapter, describe the choice of China Family News Competitive strategy, use