“市民气质”我为先--《华西都市报》超常规发展探秘

1、“市民气质”我为先一华西都市报超常规发展探秘the cultural industry is one of the hottest topics nowadays however, the qualitative analysis of the cultural industry is a difficult problem that is "unclear and unclear, and the tao is not clear or that, since it is a cultural industry, it should be to play the cultural

2、effect, to operate the industry as a supplement; or inference, since some cultural industry in this qualitative word, it should be to the market as the main direction, and then highlight the cultural function properly as for the strategic conception of culturalindustry, market positioning, capital o

3、peration, customer qualitative, advertising and public relations and so on specific operational issues, is "the eight immortals crossing the sea gexianshentong, zz it is difficult to differentiate the mer its.however, there is such a media, but 9 years ago, one step by step into the cultural in

4、dustry, and created the "city newspaper", a new era of chins's newspaper industry. it integrates the urban public life, to become the city of cultural symbols, it with the urban situation, with a passion for urban construction the future chinese first original newspaper - /，huaxidoushi

5、bao，/ words meditation on ，/huaxidoushibao，z the groundless talk development process, through the extraordinary courage of market positioning, people-oriented planning concept, door issued a marketing stunt, we may find out the cultural industry itself and then through the pulse, the rhythm of the r

6、hythm, to engage in their own cultural industry bigger and stronger, warlords, scorning rivers and lakespositioning the sword of heaven 一 citizen daily china，s media industry in the early days of reform and opening up in 1980s, the issue of party newspapers and advertising revenue "thriving&quo

7、t;, so that other newspapers are difficult to overstep. as the sichuan provincial authorities reported the "sichuan daily7' is no exception, its advertising revenue has been leading to the "chengdu evening news", and the ''liberation daily，z, z，nanfang da订y，"xinhua da

8、订y is known as "chinese tidning four however, with the increasingly clear goal of the socialist market economic system reform, the structure of the newspaper advertising market has undergone tremendous changes, and the city as the main issue scope and advertising source of newspapers has risen

9、rapidly. by 1993, the advertising revenue of the sichuan daily was only about 30000000 yuan, while its competitors, the chengdu evening news, had exceeded 60 million yuan in advertising revenuefaced with the aggressive situation of the chengdu evening news, the sichuan daily decided to face the chal

10、lenge and set up a city newspaper, competing with the chengdu evening news. in order to establish the city newspaper market positioning will create the object, they visited the country's 15 well-known city newspaper, after painstaking research will be divided into three types: one is based on th

11、e "xinmin evening news", ''yangcheng evening news" as the representative of the ''traditional evening news" one is in the "chengdu evening news", xi' an evening news" as the representative of the，zorgan class evening news", on the one hand

12、it plays the role of organ to order by administrative means, on the one hand to close to the public to show people the "soft" face, emphasis on social news; one is based on the ''yangzi evening news" as therepresentalive of the new generation, it negates the traditional evenin

13、g news" evening news media idea, emphasize not supplement their daily, not the people at leisure entertainment media,it is a new media covering all kinds of news and information that is closely related to the daily life of the people, basic necessities of life, and so on.carefully analyze the p

14、ros and cons of city newspapers in three types, according to the actual situation of sichuan newspaper industry, they decided to "new generation'' evening news "for coordinates, according to the needs of readers, founded a new newspaper" city newspaper after the establishment

15、of the operational strategy, they look for the best market positioning newspaper the main purpose of establishing a new city newspaper is to compete for advertisers and promote economic benefits to achieve this goal, we must first determine the audience target group based on the fact that advertiser

16、s mostly favor the new trends in the advertising market structure of the city's favorite newspapers, they boldly target audiences as citizens of every city in the sichuan basin since the target audience groups of the general public in modern city, so we must update the concept of news, from othe

17、r newspapers simply propaganda orientation, full publicity service, practical, fully reflect public life, to meet public demand for a variety of information, efforts to solve the people encountered in life all kinds of problems and difficulties both the newspaper and the newspaper office, combined w

18、ith the work, people become close friendsin order to fully highlight the unique charm of citizen life newspaper", founded in january 1, 1995, "huaxidoushibao， with "the correct orientation of the party and the government, make people love life" on purpose, and strive to achieve b

19、y the public language to reflect the people's life, with the use of public discourse to narrate the public the story. this newspaper strategy based on，zhuaxidoushibao，z to the practical, informative, readable effortshighlight the practical - z，huaxidoushibao，z was founded in 8 as soon as the beg

20、inning of the layout only, opened a special "service life" edition when the newspaper is enlarged, the concept of "practical" and "service" becomes the theme of each page, and strives to provide the public with "in place" service from every aspect"huaxido

21、ushibao" practical information is divided into two levels, one is the news service, help people decide whether to do something, or to do something; the other is not news, but very practical service knowledge at present, the practical content has accounted for 1 / 4 to 1 / 2 of the newspaper lay

22、out.the expansion of information - "huaxidoushibao has always been to "information supermarket，/ as the main direction of the new trend of the society to guide the political economic and cultural, sports, science and education, in order to large information capacity, full coverage"wes

23、t china city newspaper" continuously expand the layout, in order to ensure that the information continues to f 1 ow, as much as possible to meet the diverse needs of the public as long as it is of interest to the public information, the political, economic, cultural, science and technology, edu

24、cation, health, legal policy, small market, weather forecast, tv programs, entertainment guide and other basic necessities of life, from social life events to the international huaxi city newspaper" amidst the winds of change, they are everythingto strengthen the readability of，huaxidoushibao，z

25、 changed the past hard daily language style, tone and chatted to the public equal exchange,strive to become a popular newspaper “，in order to become the" elite “； pay attention to the popularization of newspapers, newspaper to avoid vulgarization. take the "neighborhood" supplement, t

26、he bold and discard the traditional supplement "celebrity writing, celebrity writing" ideas for the establishment of the journal, and boldly established the ''mortals write, write mortals" policy of publication. "neighborhood" supplement set column, also show the pub

27、lic sentiment: column small essays, little speech called "street gossip", introduces the history of chengdu, municipal streets, folk customs, warlords, bandits, festivals, national team doctor solar term anecdote column called tea，to explore the relationship between husband and wife, mothe

28、r and sisters in law relations, neighborhood relations program called "home after difficult to tead each column is aimed atpopularization and readability, human touch, intimate, very strong.it is the unique market positioning of the "citizen life newspaper", which makes the later，huax

29、idoushibao，z of the city newspaper, although not get the early bird catches starting position, but enlarged the latecomers to the advantage, for accomplishing the party and the people's public life newspaper, city newspaper love a popular newspaper, popular newspaper, newspaper, newspaper, first

30、-class city regional combination of the city newspaper "66 dashurt newspaper, has laid a solid foundation for the development and strong competitive powertip of the dragon 一一 news schemingwith unique market positioning, it is only a prerequisite for running newspapers if the news plan can not k

31、eep up, the newspaper will be transformed into "no use of silver like wax gun head", not only greatly weakened the newspaper market positioning unique advantages, but also will greatly reduce the circulation of newspapers a newspaper man said well that planning is a wise man，s business for

32、 journalists, planning means responsibility the editor in chief is the chief plot of a newspaper"huaxidoushibao" from the first day into the city newspaper, have unique vision to hold high the ''planning ideas first, first" newspaper banner, the focus on the special report, ne

33、ws tracking and critical reports, in order to create new styles by news of thestrong shock wave", attract the audience eyeball to expand the circulation and advertising customers win profit value in a special report on the planning, they pay close attention to the case, characters and events, f

34、our hot topics, projecting the story, readability and authenticity, the policy of four characteristics; in the news tracking plan, they stressed that the layout, outstanding editorial audience interaction, continuous tracking, media criticism in joint operations; report plan they choose, criticism a

35、nd supervision of public concern, the government departments concerned, can solve small problems and troubles of. whether it is special news, news tracking, or even critical reporting, the focus of every news project is deeply rooted in the needs of the market and audience-the special report of huax

36、i dushi bao is based on providing advice for the government, solving problems for the public, paying attention to urban development, participating in urban planning and promoting urban development the success of the plan is funan river project of millions of people to participate in activities in th

37、e face of the increasingly serious pollution situation of funan river, the municipal government will determine its comprehensive control as no. 1 project" in order to tie in with the central task of the municipal government,"huaxidoushibao" special plan launched project" prize qu

38、iz "special report", and will be located in the well intentioned answer voting funan severe pollution of the coastal low-lying shanty area, funan demolition construction site has been completed and renovation of places, so that people who have experienced personally on the scene at the sam

39、e time, in these designated polling sites carried out millions of people signature, bid farewell to the old funan photography, "old chengdu" tour, funan street forum, funan and donation, a forum of experts and other linkage activities the successful plan of the ''national mobilizat

40、ionz，has made the huaxi dushi bao win the reputation of '"newspapers both by the government and the publicin december 17, 1994, the ''shanghai textile products fairz，held at the sichuan exhibition hall turned out to be mostly shoddy products huaxidoushibao in getting the news, immed

41、iately in the "news" column for reports, and with shanghai, wen wei po， the "liberation daily，z, "evening news co operation joint action, the xinhua news agency issued to the whole nation" - ''shanghai evening news light fair in chengdu capsize", cctv specially

42、sent to chengdu special interview this massive mediajoint crackdown action has aroused strong repercussions among the people of chengdu, and consumers are rushing to return the goods the technical supervision departments have come to the scene to investigate and punish them severely. so, once have g

43、reat originality planning, so that is still in the trial in "huaxidoushibao reputation, not only caused great social influence, and the majority of the audience's approval and acceptance in 1995, ，huaxidoushibao，/ and launched the 38 papers done in one vigorous effort "'heavyweight

44、 news tracking reports, such as: sichuan dagongmei in shanxi, chengdu lotus pond abusive medicine market tracking, international metropolis chen daorong, poor quality of construction, death, rescue abducted children" children home action" newsreports, which focus on social hot spots, arous

45、e the audience，s interest in reading again and again, thus increasing the circulation of newspapers step by step-''critical report huaxidoushibao", not only reports the status quo, and the pursuit of the process of events and the antecedents and consequences, and as far as possible to d

46、irect action or planning activities contribute to the event to solve as soon as possible, to maintain justice and justice whether it is "false guo yan incident", "rescue escort", "li bo anti violence，or "fake ye guang" and ''tang shengli jumping, deng ratin

47、g drunken hit and run，z, every critical reports have sought to do assignments, to the parties and the general audience a complete account it is this elaborate false, ugly, evil lashing criticism makes the circulation of newspaper reports, accompanied by a strong resonanee of the audience increased s

48、ignificantly.in order to make news plarrning more shocking and penetration, "huaxidoushibao" set up a special management office, responsible for the investigation and analysis on the market, continuously tracking to observe the changes in the market, in order to properly adjust planning st

49、rategy. faced with the unusually hot new trend in the lottery market in sichuan, the huaxi dushi bao has taken the opportunity to follow up the plan and launched the special issue of "cai jing cai city",once won the majority of buyers favor, retail volume of newspaper advertising is rising

50、, many customers are too busy to attend to all advertising, agreed to on the "color by colorto welcome the arrival of the new century, december 27, 1999, "huaxidoushibao" seize the opportune moment to launch the millennium book" creative planning, and featured prominently on the

51、front page journal "in january 1, 2000 newspapers of the day, specially opened for the raphe" meeting the new millennium, tell the truth "forum. on this day, the 520 thousand copies of the west china metropolis daily will be personalized editions of each reader in the dawn of the new

52、millennium, published january 1, 2000 "huaxidoushibao" version 32 "across the 2000 special collection， to honor his commitment to the audience, dnd four in one version of the selected set of letters raphe the interaction with the audience，s editorial art beats nature planning, immedia

53、tely generated a sensational effect beyond all expectations"across the 2000 treasures, " a city has been sold out by readers on the same day at 1 pm, chengdu city newspapers and retail point of "huaxidoushibao" have run out and in tianfu square, music square and other places, som

54、eone bid 5 yuan, 10 yuan, or even 20 yuan to buy "huaxi dushi bao. for a time, ，huaxidoushibao，/ "good writings make people copy thent.marketing killer - knock on publishinga newspaper can do better if the circulation is not enough and the audience is small, then the newspaper will be grea

55、tly reduced because of the low browsing rate in a word, selling more than just is the hard truth!once upon a time, newspaper publishers in many eyes, is nothing more than "selling newspapers self-employed", the newspaper publishing sector has become a resettlement of wealthy people "c

56、hicken ribs however, with the process of the newspaper industry speeding up, the issue has been pushed from the edge of the media industry to the central region, and the issuance and advertising have become the two driving wheels indispensable for the newspaper officehuaxidoushibao in its eve, cheng

57、du city post office in 8000 as a bargaining chip to take ，huaxidoushibao，/ the postal business, but with the ，huaxidoushibao，z z，rapid growth, early competition strategy targets far as a result, the "west chinacity da订y first published, on the decisive group to build their own distribution team

58、, and no regrets to embark on the "self issued" thorny road in this way, z，huaxidoushibao，/ against the post office that you sent me not, i do not send "tough pressure, resolutely determined to issue their own" the first year of the occupation of chengdu, the second year occupati

59、on of chongqing, the strategic goal of third years of occupation of the city because they believe that to this city is a new city with regional coverage of the newspaper, with the fastest speed to get identity, love and welcome, in addition to the right to issue firmly in their own hands, unswerving

60、ly to issue their own main channels for the road, no choice!it is in this strong belief, /，huaxidoushibao/，played the "self issue" battle, the first year in chengdu issued more than 10 copies in february, second years has reached 150 thousand, sat on the chengdu newspaper retail volume tou

61、bajiaoyi but good things never come in pairs,in chongqing, the release was difficult, with only more than 3000 copies issued, and the second goals of running out of circulation collapsed what should i do? chongqing municipal party committee propaganda department door issued" experience, make hu

62、axidoushibao the circulation department shines - "open their doors, they presented a，z huaxidoushibao “，also sent not to go, but also publicity, said" huaxidoushibao "what is worth reading come back every two days, or give a newspaper, and do some publicity the third visit, still a newspaper,