免费报纸能否拯救报纸消亡——我国免费报纸发展趋势研究.pdf

华中科技大学
硕士学位论文
免费报纸能否拯救报纸的消亡?——我国免费报纸发展趋势研究
姓名:蒋艳芳
申请学位级别:硕士
专业:新闻学
指导教师:屠忠俊
20070510
摘要
中国报业经历 20 年的高歌猛进之后,目前陷入了一场深刻的经营危机。2005 年
是中国报业的拐点,广告大幅下滑,2006 年延续了这种低靡状态。伴随着报业危机
在全世界的蔓延,报纸消亡论的提出像一个重磅炸弹,在报业掀起轩然大波。但我
国传统报纸如何应对互联网等新媒体的挑战,如何吸引年轻读者的目光扩大发行量,
如何摆脱困境,是迫在眉睫的问题。面对新兴网络媒体的挑战,中国传统报纸的态
度在短时间内经历了巨大的变化,从最初的懵懂无知到猛然觉醒,发现原本的内容
接受者已经蜕变为自身的掘墓人。免费报纸作为报纸品种的一种新的探索,颠覆了
传统报纸的双重出售模式,用免费锁定新一代受众,培养年轻读者的阅读习惯,它
也是传统报纸摆脱困境的一种对策。对它进行深入研究将能更好地为传统报纸走出
困境提供建设性的意见和建议。
相对于欧美国家,免费报纸在我国的出现较晚,目前还处于起步探索阶段,市
场也非常的不成熟。它在与传统报纸博弈中如何获得双赢?如何突破发行渠道的限
制和单一的盈利模式?如何应对网络等新媒体的挑战?中国有自己的国情,免费报
纸在我国的发展有着不同于其他国家的独特之处,本文研究有助于促进我国免费报
纸发展模式的创新和完善,在指出免费报纸发展中存在的问题和弊端的同时,为解
决这些问题提供相应的对策,使免费报纸能够更加健康地发展。

关键词:免费报纸传统报纸地铁报报纸消亡

I
ABSTRACT
After the Chinese newspaper industry experiences 20 years advancing triumphantly,
at present fell into a profound management crisis. 2005 is a inflection point of the Chinese
newspaper industry, the advertisement largely glides down, in 2006 has continued this
kind of murky condition. Follows the newspaper industry crisis in the world spread,
discusses of the newspaper withering away like a heavy bomb, start the great unrest in the
newspaper industry. But how should our country traditional newspaper to facing the
challenge of ?how to attract young reader's vision and expansion issue volume?
How to get rid of the difficult ?these are the imminent question. Facing the challenge by
new media, the manner of Chinese tradition newspapers has experienced the huge change
in the short time, from initial ignorant to suddenly awakens, also discovered the originally
content receiver already transformed into own gravedigger. The freesheet is one kind of
new exploration about the newspaper variety, and has single market. It receives the new
generation with the free , raises the young reader's reading custom, it also helps the
traditional newspaper to get rid of the difficult. The thorough research about the freesheet
will produce the