China’s Newspaper Industry Development Research Which Based On The Structure-Conduct-Performance Model

With the process of new media industrialization and fusion getting more and more quick and deep, as a representative of the traditional medium------newspapers, are generally faced by a tough situation------all kinds of new media resources crowding out the media market, it is more and more difficult for newspapers to get a good revenue. Although a few news corporations in larger scale is developing rapidly, their industrial structure is still maintained as a traditional style which advertising revenue occupied a significant portion of total revenue. News corporations in this industrial structure is hard to resist external shocks and because of the lack of effective management and investment, their new business easy to die. Most of the rest corporations are faced with some common problems like monotonous of main business, lack of income channels,management and marketing consciousness. In order to improve their own value and ability to resist external risk, in recent years, the newspaper industry calls for reform, and strive to combine with the market. Under such circumstances, only by deeply understanding its own shortcomings, can it be possible for China’s newspaper groups get a targeted improvement and improve the ability to adapt new media environment in the media revolution not far away. This is also the essential cognitive for China’s newspaper industry can keep a stable place in the wave of media revolution.This article is divided into four chapters. First of all, with the newspaper industry organization status as breakthrough point, this chapter will use the industry economics analysis tool--SCP model to analysis the market structure of newspaper groups in China. In the second chapter, the author will use capital operation theories to prove that the internal management and business structure has much effect on the newspaper group’s market benefit. In the third chapter, the degree of market concentration, product differentiation, editing mode and equity management will be as the main four aspects to be compared with mature foreign newspaper groups. Finally, the author will summarizes the problems in organizational and management structure that our country’s newspaper groups have exposed, and give reasonable suggestions.