Abstract:

With an example of local metropolitan newspapers’ provincial expansion mode created by Dajiang Evening
Paper. And based on the theory of SCP, the authors analyze target market structure leading by the top five metropolitan
newspapers in Hefei. The results are: with an enterprising strategic choice model, Dajiang Evening Paper is confronted
with metropolitan newspapers’ structure of higher market concentration degree, significant economies of scale, small
product differentiation and high barriers to entry in Hefei. As a result, only the right choice of market behaviors such as
the pricing mechanism optimizing, product differentiation realizing, the newspapers’ core competence cultivating and
the cooperation with related enterprises makes the anticipated market performance.