Efficiency And Limit Of Market Forces On The Press Revolution

In the year2002, China launched the reform of its cultural systems, which comprehensively accelerated the commercialization process of the Chinese newspaper industry. In the year2012, as a result of the changing of the media framework as well as the unstable economic environment, there was a steady decline in the industry. During this special decade for the Chinese newspaper industry, market forces became the main driving force. How did market forces influence the Chinese press industry reform? How effectively did market forces influence the Chinese press revolution? Where were the limits of the market forces? These questions are discussed in this research.In this study, the underlying philosophy can be summarized as the uniformity of history and logic. The main research method is in-depth case study, with Southern Weekly as the case, using elaboration and comments on five strategic moves from2001to2011. Thus, universal conclusions can be generated through a case study.This study consists of six chapters plus the "conclusion", where the first chapter introduces the background, literature review, methodology and the logical structure. Chapter â…¡ to Chapter V elaborate on the four successful "Southern Weekly" strategic moves, with emphasis on "brand","business model","scale" and "diversity", demonstrating how market forces effectively influence the newspaper industry. Chapter VI illustrates the unsuccessful mission of Southern Weekly, which fails to meet its goal of "expanding discourse boundaries"; it is found that the development of the press is limited by market forces. The "conclusion" section focuses on two main points:"practical experience has its limitations, while historical value is greater than the future value,""research on the limits of the market forces is not only meaningful for the newspaper industry revolution, but also useful for other areas of study."This research elaborates on the development of Southern Weekly during specific stages, where a number of valuable raw materials and data are listed; as a case study of Southern Weekly, it presents a discourse on issues such as:"Raising the level of the market","choosing the fission development","the pursuit of content specialization and team professionalism","changing the business model","facing the challenges brought by new media", and "seeking discourse", thus providing a pioneer model for the newspaper industry to solve common problems; the emphasis on the efficiency and Limit of Market Power, proposed in this study, is of vital importance to continuing study as well.