2009年美国报业的危机与应对策略及对中国报业的启示

内容摘要
2008年以来，美国传统报业正经历着前所未有的“危机”。2008年12月8日,论坛报业集团的申请破产成为了美国报业发展的一个拐点。由此，美国报业由2006年开始的并购狂潮开始转入衰退寒冬。这也给一直以来被信誉、发行、广告和读者等问题深深困扰的美国报业以更深的打击。为了摆脱困境, 美国各报业集团进行了多方面的积极探索和尝试。事实上，我国报业也面临一些相似问题。2005年以来，国内报纸发展速度变缓，部分报纸广告收入出现了“零增长”、甚至负增长的局面。因此，借鉴和学习美国报业的解困之策，可以有效地拓展我国传统报业的生存与发展空间。
本文通过对2009年美国报业危机现象及原因的深入分析，并加以对我国报业正面临着的相似问题进行探讨,由此提出对报业的创新经营及进一步发展有利的建议。

关键词

美国报业；经营危机；应对策略；启示
ABSTRACT
Since 2008, the U.S. newspaper industry has been experiencing an unprecedented crisis. On December 8, 2008, the bankruptcy of Tribune group became a turning point of U.S. newspapers development. Thus, the U. S. newspapers industry, since 2006, has been changing from a merger surge to a winter of recession, which attacks profoundly the American newspaper companies, which so far has problems in lots of issues, such as reputation, publication, advertising and readers. To get out of the difficulty, American newspapers have some beneficial attempts and useful trials. In fact, China newspaper industry is also facing similar problems. Since 2005, the pace of development of newspapers in China has been slowing down. The advertising income of some newspapers appear to be "zero growth", or even negative growth situation. So learning from the U.S. newspaper industry strategies of overcoming the difficult situations can effectively expand the space of survival and development of China newspaper.
Through a deep analysis of the phenomenon and reasons of the U. S. newspaper industry in 2009, and a discussion of the similar problems existing in China, the article comes up with some strategies which may help China’s newspaper industry to innovate and develop further.

KEY WORDS

American Newspaper；Difficult Position；Coping Strategy；Enlightenment

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