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破解同城报纸同构的微观路径过程中,除了办报理念和品牌定位、报道风格与形式等方面进行差异化定位之外,根本出路还在于新产品研发与设计、结构优化与分众推送、产业链整合营销传播等路径。这对于报业经营管理者或媒体实践者而言,都是可研究可探索的。同质化与摆脱同质化,是一个同城媒体同构整合的微观动态进程。报纸及其生产内容可能被复制或轻易模仿,但成功模式和路径即便不能复制,也会具有可破可立的创新机会。谁在最合适的时候,寻找到了最合适的方式,谁就获得了阶段性的成功,这似乎是报业发展一个“水到渠成”的规律。
In the process of breaking the microscopic path of isomorphic newspaper in the same city, the basic way out lies in the research and design of new products, structure optimization and special promotion, in addition to the concept of newspaper reporting and brand positioning, the style and form of reporting, etc. The industrial chain Integrated marketing communications and other paths. This can be explored for newspaper managers or media practitioners. Homogeneity and homogenization are the microscopic dynamic process of isomorphism of city media. Newspapers and their production may be copied or easily copied, but successful models and paths can have credible innovations even if they can not be replicated. Who at the most suitable time, find the most suitable way, who has achieved phased success, it seems that the development of the newspaper a “natural solution ” law.