南方都市报经营研究

“办中国最好的报纸”这句口号可以说是耳熟能详，《南方都市报》从1997年创刊以来，在短短的十五年的时间里，由一份为生存而努力奋斗的报纸，发展成为今天我们所看到的年广告收益高达20亿元，在全国报刊广告收入中稳居第二位，创造了中国报业发展的一个奇迹。今天《南方都市报》已经全面覆盖了珠三角地区，成为这地区最有影响力与最有竞争力的媒体。从经营单一的纸质平面媒体，到发展到今天已经建立了网站、周刊、手机报、户外媒体等等的全媒体运营企业。在短短的十五年里，南方都市报是如何兼顾外在变化与内部调整发展，如何“办中国最好的报纸”，成为都市晚报类中的佼佼者呢？
本文以《南方都市报》为研究对象，通过理论与实际事例相结合的方法，以管理学的理论框架为基础，结合营销理论知识对《南方都市报》的15年来的经营发展进行研究分析，提炼出《南方都市报》在这期中的经验与教训。并对《南方都市报》的未来发展经营进行大胆的预测。下面以《南都》为《南方都市报》简称。

关键词：南方都市报；经营；研究
Nanfang City Daily Management Research

Abstract

"Do the best Chinese newspaper" the slogan can say is familiar, "Nanfang City Daily" from since founded in 1997, in just 15 years, from a struggle for survival of newspapers,, develop to become what we see today in the advertising revenue as high as 2 billion yuan, in national newspapers in advertising revenue comfortably in the second, the development of China's newspaper created a miracle. Today the Nanfang City Daily"has been fully cover the pearl river delta region, the region became the most influential and the most competitive of the media. From the management of a single paper print media, and to development today has set up websites, weekly, mobile phone news, the outdoor media, etc. Of the entire media operation enterprise. In just 15 years, Nanfang City Daily is how to give consideration to the physical changes and internal adjustment development, how to "do the best Chinese newspaper", become city evening news in the class of outstanding person?
This article by "Nanfang City Daily" as the research object, by combining theory with practical examples, using the method of the management on the basis of frame of theory, combined with the marketing theory knowledge to the Nanfang City Daily"for 15 years of business development of research and analysis, to point out Nanfang City Daily" in the period of the experience and lesson. And the "Nanfang City Daily" future development business for bold prediction.

Keywords: Nanfang City Daily；management； research

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