The Comparative Research On The External Management Environment Of The Newspapers Between The Eastern And The Western Of China

During the current transition of newspaper industry in China, the imbalance of the newspaper industries between the western and the eastern areas in China has already become a trend of polarization . The gap in media development makes the gap in the economy of the western and the eastern regions even worse. The level of the external management environment and market opening are the important factors resulting in the imbalance of newspaper industries in different regions. How to extend the cooperation on the newspaper industry of the west and the east by the chance of China's western development, and how to realize the balance of the newspaper industry in China , which are not only new problems in research area, but also come into governments'agenda。This thesis, by choosing the Xinjiang Daily and the Zhejiang Daily as two cases, tries to make a comparison and analysis of the concerned elements of the external management environments of the Party newspapers between the eastern and the western of China by employing the combination of substantial evidence and theoretical elaboration. The author makes a deep analysis on the imbalance and the polarization of the newspaper industries of the western and the eastern regions. This situation contributes to the bad influence on the regional economy development and social progress.So, to solve the problems, our country should invest more funds and preferential policies to enhance the capital and technology strength of the western Party newspapers. Meanwhile, the newspapers themselves should further quicken the pace of the reforms and innovations of management and the system of distribution. Thus, they can provide a better external environment for the newspaper industries of the western regions.