现代企业理论认为,“最有竞争力的企业不靠竞争,而是靠联合”。在当今竞争白热化的传播市场环境中,一个报社或报业集团要想在市场上占有一席之地,必须学会利用内部与外部两种资源,将自己做大作强。可以说竞争是产生联合的最重要的动因。在这种背景下,一场以资源重组、内容共享、风险共担为特征的联合大戏正在中国报业市场上演。 Modern business theory that “the most competitive enterprises do not rely on competition, but by the coalition.” In today’s intensely competitive communications market environment, a newspaper or newspaper group must learn to capitalize on its internal and external resources in order to gain a place in the market. It can be said that competition is the most important motive for bringing about a coalition. Against this background, a joint drama featuring resource restructuring, content sharing and risk sharing is taking place in China’s newspaper market.