On The Market Situation And Development Trend Of China's Newspaper

The development of Newspaper in China is very quickly in the past 20 years. Both the influence on the society and economy brought by the industry has raised people's great attention, although there are still a lot of problems concerning with the political system. This essay tries to describe and analyse the industry from the aspects of its status, prospects, problems and investment. On the other hand, I also give some constructive suggestions based on my understanding of how to apply the theory of marketing management on the newspaper market. This essay includes four parts:The first part mainly introduces the status of newspaper in China, and its development in the past 20 years, which also analyses the three most important kinds of newspaper, including the city newspaper, financial newspaper and consuming service newspaper, from the aspect of readers positioning, contents positioning, delivering strategy, advertising strategy and so on.The second part analyses the Newspaper Group. I review its development from the very beginning, its features and problems. And I also compare the newspaper in China with that in Western countries. Besides that, this part forecasts the future of Newspaper Group.The third part describes the status of investment on newspaper, analyses the risk of investment and interprets the relevant laws and regulations. Some important factors which would lead success of investment on the newspaper are also included in this part.In the last part, I forecast the trend of newspaper of China in the next 10 years, and give some effective suggestions about how to make the right strategies on the delivering, advertising and pricing.