The purpose of this study is to analyze the environments and survival strategies of local media from the aspect of management. China Daily News and Taiwan News are chosen for case study because they are representative of local newspaper in urban areas in Taiwan.
The results show that these two Newspaper possess three core competitive forces: history, cross marketing and newsroom strategies, and the superior delivery of local news. With regard to history, these two presses were the only press issued locally from their time of establishment to their time of growth and still remain to be so. As to cross marketing and newsroom strategies, their owners highly emphasize the necessity of adopting these strategies which contribute to the success and vitality of the press. Finally, the quality and quantity of the local news they cover and deliver are also unbeatable by any other media.
To survive in the future, local newspaper are advised to adopt the following strategies: (1) to have sufficient capital, (2) to perform market and cost analyses for the purpose of fixing the prices of newspaper and advertisement, (3) to invest on the development of human resources, (4) to evaluate changes in the market, (5) to find a niche and have a clear share in the market, (6) to produce local news that are superior in quality and quantity, (7) to adopt cross marketing and newsroom strategies, (8) to have value chain deconstructed and executed externally. Vertical and horizontal integration, as well as diversification of business are essential as well.
For new local newspaper, there is a small chance of success because the success of a local newspaper depends on the acceptance and recognition of local people. It takes time for local people to grow into the habit of reading a particular newspaper. Even if the newcomers are run in the best form of business, success is still uneasy. The competition is keener in those urban areas where local newspaper are already present.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0121103-112640 |
| Date | 21 January 2003 |
| Creators | poho, yen |
| Contributors | none, none, Stephen D. Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0121103-112640 |
| Rights | unrestricted, Copyright information available at source archive |
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