| In developed market economics countries, newspaper is one significant industry, and also one special industry. In the course of exploring the development path of the China newspaper industry, we must pay strong attention to this connotation: we should neither neglect its special nature by regarding it merely as one industry, nor neglect its general requirement for development as an industry owing to its special nature in our country. Only by well combining the two aspects, can we offer a relatively reliable development path to the newspaper industry development in our country. It is based on this basic point, that this thesis establishes the "five forces" framework for dynamic analysis of industry, and on that basis, it selects the proposition to increase the capability in creating value for the newspaper industry.Newspaper industry has the main task of transmitting message and advertising. It has two selling processes. It is both sold to audience and advertiser. At the same time, it has the personal product nature and the public product nature.The newspaper market in China is step-by-step heading for a new system and pattern, and shows the point of a reforming economy; therefore, the development of newspaper industry in contemporary China has rich and specific connotation.The new "five forces" analytical framework is a refinement of the newspaper industry development factors, and at the same time it is an evaluation of the development level of China newspaper industry through the 3-tier standard. Its concrete connotation can be generalized into the following five aspects: market structure, demand structure, supply structure, organizational framework and system structure. Viewed from market angle, the newspaper industry structure in these five aspects can be stated as: pressure of competition, system innovation impetus, collaboration push, fusion gravitation and demand tension. Among them, content in every aspect contains very rich specific contents. In principle, pressure of competition contains the market structure characteristic of newspaper industry, the behavior andperformance in the newspaper market; system innovating impetus is based on evaluation of current newspaper industry development policy and future policy framework, and chiefly probes into what contents should be contained in the valid system arrangement to lead the increase of value in the China newspaper industry; the collaboration push includes a comparison among development patterns of China newspaper industry groups, the predicament in group development of newspaper industry, surrounding the core of revealing resource sharing mechanism and path in newspaper industry cooperation; fusion gravitation looks to the media innovation and media fusion, and involves the demand and impetus in newspaper media fusion, surrounding the core of probing into fusion pattern and path; the demand tension chiefly increase the value content by expanding the demand content, including market development and functional development and demand hierarchy development in newspaper industry.In general, the "five forces" in development of China newspaper industry is a whole cross-relating and mutually constraining. In general, the basic starting point for newspaper industry development is always to respect the demand and expand the demand and occupy as much as possible market share. Whereas, group development and vigorous promotion of media fusion can win market, and is the basis for increasing the capability in creating value. At the same time, it is the fundamental conditions for realizing China newspaper industry development to change the shortcomings in the current system and promote system innovation in newspaper industry.Viewing from the chapter structure of the whole thesis, it has seven chapters.First chapter chiefly makes analysis and refinement of the connotation of industrial development, influencing factors on industrial development, and general theory, and on that basis, it introduces the issues to note when making overall analysis of newspaper industry, and further puts forward the "new five forces"analysis framework, which is the theoretical basis for conducting study in the following part.Second chapter purports to describe the special economic characteristics and attributes of newspaper industry, and that is a realistic subject we must solve beforemaking practical research. After concluding that the newspaper industry has multiple duality feature, the author further makes analysis of the development characteristic of China newspaper industry.Third chapter and fourth chapter are the first level in research of newspaper industry development. First of all, I analyze the demand characteristic, bottleneck and specific connotation of functional development in the newspaper industry from the viewpoint of value creating ability, and secondly, I analyze the competitiveness, enterprise behavior and the industry performance of the China newspaper market according to standard industrial system theory SCP analytical pattern. What needs emphasis is, the study of newspaper industry competitive force based on SCP framework is a simulation analysis, and the core is to reveal the relation between difference in competitive degree and industrial development capability.Fifth chapter and sixth chapter are the second tier of newspaper industry research, and also an evaluation combining newspaper industry development trend. In the fifth chapter, the author uses the recently arising industry fusion theory to make an overall interpretation of the newspaper industry and further takes China newspaper industry as the object to point out the obstacle in promoting industry fusion. Sixth chapter is a study aimed at the new trend arising in China newspaper industry development, and not only makes comprehensive evaluation of the open question and difficulty in China newspaper industry group development, but also indicate resource sharing is the core problem in effectively playing cooperation push and ensuring smooth group development. In the opinion of the author, the fusion gravitation and cooperation push are the two key variables in promoting fast growth of China newspaper industry, but the actual bottleneck and wrong understanding are constraining the play of the two forces in practice.Seventh chapter is the third tier of newspaper industry research, and studies the external environment problem for newspaper industry development. First of all, it analyzes the system transition stages and features of China media industry after opening up of China, and then makes a thorough evaluation of the current newspaper industry development policy. On that foundation, I emphasize the basic framework ofChina newspaper industry development policy and the evolution trend. To a certain degree, this chapter is both the stepping-stone of "new five forces", and the comprehensive argument on the basis of comprehensive consideration of the viewpoint analysis on the previous 2 tiers.In the end, the author sums up the findings of the whole thesis, and puts forward the breakthrough points to solve the obstacles to the capability of creating value of China newspaper industry.Viewing the whole thesis, the feature of the paper lies at making a complete anatomy of the status quo, development feature, development predicament and other problems facing China newspaper industry, and the study of these problems also go ahead on the foundation of a relatively unified reasonable framework,"new five forces"analytical model. In the process of writing this thesis, the author attempts to combine the basic theories in industrial organization theory, industrial development theory, microeconomics, management study and other disciplines, to the analytical framework and analytic process of the whole paper.
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