论都市报区域发展路径的演变——从华商报到辽沈晚报模式的转化着眼.pdfVIP

摘 要 2008年以来,辽沈晚报深耕辽宁中部城市群,将包括《铁岭晚报》在内的 多家地市级都市报纳入辽沈晚报报系,这一举动得到新闻出版总署的肯定,开 创了报业区域发展的一条新路。与此同时,越来越多的区域发展规划上升为国 家战略,区域经济一体化进程进一步加快,在这样的大背景下,作为报业经济 先导的都市报,应当采取何种方式走区域化发展之路,成为学界和业界关注的 焦点。回顾近年来的报业区域发展历程,华商报跨越经济区域的异地扩张和辽沈 晚报在本经济区域内延展,是都市报区域发展较为典型的两种方式。以时间为 轴,都市报区域发展路径明显地呈现出从华商报到辽沈晚报模式的转化。 本文主要运用区域经济学、营销学、传媒经济学的理论,对都市报区域发 展路径的演变进行深入剖析。立足于区域发展格局逐步形成的宏观大背景,介 绍了都市报区域发展两种模式的典型代表??华商报和辽沈晚报模式的各自演 进历程,并深入探究了造成两种模式之间转化的原因。文章的最后一部分,将 这一转化置于中国报业现状的大背景下,论述了对中国报业的启示及当前都市 报应当采取何种方式进行区域发展。希冀通过本文的分析,能够对业界的实践 提供一些启示。 关键词:都市报;区域发展;华商报;辽沈晚报 1 Abstract Liaoshen Evening News Group acquired several local newspapers of other cities like Tie Ling Evening News in central Liaoning Province. The move has won the approval of the General Administration of the Press and Publication and developed a new way of newspaper’s regional expansion. At the same time, an increasing number of regional development plans have been raised to the level of national strategy in order to stimulate the integration of regional economyUnder this background, it is the focus of the academy as well as the industry circles that how metropolitan newspaper, as the forerunner of newspaper economy, can choose their way of expansionIn retrospect to the development path of newspapers’ regional development, the author finds that the cross-economic regions expansion of Chinese Business View and the regional expansion of Liaoshen Evening News were two typical models. In addition, more and more newspapers adopted the Chinese Business View’ model in their expansion as time goes by Adopting the theory of regional economy,marketing and media economy, this thesis probes into the change of development path of metropolitan newspaper’s expansion. This thesis also introduces the two typical models of metropolitan newspaper expansion including the development path of Chinese Business View and Liaoshen Evening News model and the reasons behind the model transformation. At the last part of this thesis, the author studies the