中国西部报业发展状况分析

西部报业竞争主要在区域内展开,目前的发展是一种非均衡发展状态,在省会城市的竞争格局基本上是二元竞争格局,西部各个省会城市激烈的报业竞争在于省外报业和省外资本的推动,在发展过程中首先是在区域内寻找发展空间,进而向域外发展扩张,西部报业的竞争实力总体上是西南强于西北,成都、重庆、西安是西部报业的龙头老大.存在的问题是:自然环境所导致的交通不便影响着报业的发行,增加了办报成本;相对落后的整体经济实力是西部报业市场不发达的主要因素;民众落后的文化素养和媒介素养是影响西部报业发展的重要原因.报业内部存在的问题是:报业结构不合理,无序竞争导致了报业竞争的低水平状态,经营内容单一,盈利水平较低,报社内部管理机制不适应新的报业市场.

An Analysis of the Development of the Press Industry in Western China

The development of the press industry in western China is unbalanced and regional.In all capital cities,the condition is bi-competitive.Stimulated by the outer investiment,the press industry is expanding market in locality and outside.In contrast,the press industry of Chengdu,Chongqing and Xi'an is stronger.Many factors hinder the development of the western press industry.For example,the undeveloped ecomomy and many low educated audiences are the main reasons.In addition,the inconvenient transportation also enlarges the cost of distribution.Furthermore,the poor structure and unorderly competition result in low level development,such as old mechanism unsuitable for new market,single management and low profit,etc.