报纸媒体如何应对网络媒体的挑战
关键词: 报纸媒体；应对；网络媒体；策略6918
The Newspaper Media How to Deal with the Challenge of Network Media
Abstract: In recent years, with the rapid development of network media,such as micro blogging, portals, etc, the newspaper media appeared a series of problems such as loss of audience, the market downturn, advertising revenue decrease. The reason for reduction of newspaper market share is not only the stagnation of itself, but the coming of new media, especially online media impact on newspaper. Facing the challenges of the network media, newspaper media should make positive response. No matter network spread, group operation, or insistence that content is king, to strengthen the depth of report, to enhance brand strategy all can play different levels of roles to promote newspaper media. This article describes the current development of newspaper media, analyzes the advantages and disadvantages of its spread and proposes specific coping strategy in order to provide some helpful inspiration for the future development of newspaper media through the method of literature research and case analysis.
Key Words: newspaper media; to deal with; network media; strategy
目 录
摘 要 1
Abstract 1
一、网络媒体冲击下报纸媒体的发展现状 2
（一）网络媒体的蓬勃发展 2
（二）报纸媒体遭遇发展瓶颈 2
二、报纸媒体的竞争优劣势分析 3
（一）报纸媒体的竞争优势 3
（二）报纸媒体的竞争劣势 4
三、报纸媒体应对网络媒体挑战的策略分析 5
（一）坚持内容为王 5
（二）强化深度报道 6
（三）增强品牌战略 7
（四）传播渠道向网络拓展 8
（五）运作模式迈向集团化 9
参考文献 11
报纸媒体如何应对网络媒体的挑战
21世纪是信息化的时代,新兴媒体的发展拓宽了受众获取信息的渠道,人们接触各类媒体的机会越来越多,对媒体的选择空间也随之增加。互联网技术发展的日新月异,使人们不再拘泥于对传统媒体的依赖,而更多通过网络来获知信息,作为传统媒体的代表,报纸媒体受到的冲击和挑战无疑是最为严峻的。
一、网络媒体冲击下报纸媒体的发展现状
2012年开始,传统报纸媒体从业者坦言,新一轮的“大衰退”向中国袭来,与此同时,网络媒体仍然迅速发展。
（一）网络媒体的蓬勃发展
1991年互联网兴起,美国网民所占比重最高,但自1997年互联网在中国兴起,目前中国已成为世界上网民比重最高的国家。有数据显示,“截止2012年12月,中国网民规模已达到5.64亿,互联网普及率达到42.1%,其中,2012年10月份中国新闻门户网站中,人民网日均覆盖人数达到597万人,位居第一,新华网日均覆盖人数达到480万人,位居第二,环球网日均覆盖人数达到232万人,位居第三。”
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