面对新媒体的挑战和境外媒体的强势竞争,为了生存与发展,传统媒体凭借品牌优势采取了积极的应对措施。本文以目前中国大陆历史最悠久的晚报《新民晚报》为例,透析中国传统媒体在传播环境全球化背景下的跨区域扩张战略及媒体竞争力的辨识与培育,探讨其对中文传媒在海外传播系统中争取更多的话语权所带来的借鉴意义。 Faced with the challenges of new media and the strong competition from overseas media, in order to survive and develop, the traditional media adopted positive countermeasures based on brand advantages. Taking Xinmin Evening News, one of the most influential evening newspapers in Mainland China as an example, this paper analyzes the cross-regional expansion strategy and media competitiveness of Chinese traditional media in the context of the globalization of communication and environment, and explores how the Chinese media spread overseas System for more words to bring the meaning of reference.