论地市报的生存与发展---以《惠州日报》为例

摘  要

    在珠三角，地方报身处市场竞争各方力量的包围中，各式各样的报纸层出不穷，报业竞争相当激烈。本文通过对《惠州日报》成立60余年来所遇困境，以及对困境的应对之策的详细分析和研究，分析地方报的生存与发展之道。研究发现，地方报的危机在于外媒的包围、新媒体的迅速崛起、市场区域性等，只要报社在激烈的竞争中能够清楚地了解到自身存在的问题，并在发展中不断解决和完善，发挥自身的政治优势和地域优势，抓住本土，与新兴媒体“联姻”，跟上时代的步伐，走多远发展路线，以读者为“上帝”，不断创新，变竞争为不同形式的合作，地方报将会有更深远的发展。

关键词：地方报；竞争；生存与发展
Abstract

In the Pearl River Delta, the local newspapers are surrounded by forces in the market competition, especially in fierce newspaper industry, where various kinds of newspapers flourish. The thesis is mainly about studies of the ways to deal with the difficulties and analyses of the existence and development of local newspapers through research of the difficulties in sixty years from the foundation of Huizhou Daily. Based on the research, crisis of local newspaper arises from the involved foreign media, the emergence of new media as well as the character of regional market.As long as local newspaper is aware of its defects clearly in the drastic competition and continue to improve itself in the development, local newspaper can be the development of more far-reaching. On one hand, local newspaper should make full use of its political and geographical advantages, and focus on the local region; On the other hand, local newspaper should keep up with the pace of times and persist on the aim of “Reader is God”. In other words, local newspaper can form an alliance with new media and advocate diversified development, which means continuous innovation, and transformation from competition into various cooperation.

Keyword：the local newspaper；competition；Survival And Development

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