Research On The Pattern Of Marketing Development Of Newspaper Group In China

There is a great gap between Newspaper Groups in China and those in developed countries. The concept of Newspaper Group was presented in 1992 and the first Newspaper Group was set up in 1996 in China. From then on, we have made considerable achievements in the study of Newspaper Groups. Whereas a lot of problems still exist on the way to success, especially for the research on the patterns of Newspaper Groups. Therefore, it would be very meaningful to investigate both in theoretical and practical areas. In this dissertation, the methodology of dialectical materialism and historical materialism has been applied, with the combinations of empirical and logical analysis, macro and micro analysis. Based on the theories of Management Science and other relative sciences, this dissertation aims at doing a research on the patterns of operation strategy, management system, marketing and financial management of Newspaper Groups. This dissertation highlights the following ideas: First of all, on the basis of investigation into the Newspaper Groups, especially in their international circumstance, development process, present situation and the future, the new patterns of operation strategy and management system to Newspaper Group have been put forward. At present, there are a lot of studies of Newspaper Groups'general development strategies. However, further study in this area is insufficient. In this dissertation, new patterns of operation strategy and management system for Newspaper Groups has been put forward, and it is also suggested that a strategy combined with the media development, industry growth and human resource is the most important for the further development of Newspaper Groups. Besides, a fine corporate governance structure with the directorate and surveillance committee should also be established. According to the function and characteristic, a chief-editor can be employed who is in charge of the edit publishing committee which supervises the news business and assigns the general manager who administers the management committee that deals with the management work. Then, on the basis of analyzing the secondary sales and their relationships, a new pattern of Ad investment is suggested. It will be the final result for the Ad that runs good or not, and it becomes an effective way to increase the circulation. So, many foreign experts have discussed different countermeasures that refer to the importance, restriction and increasing earnings of Ad except the models for Ad investment. This dissertation presents some models for Ad investment: (1) Marginal utility model. With the investment growing, marginal utility will be increasing at a proper value and then decreasing gradually.(2) IRE model. In the case of the plentiful market, the gains will be several times as its initial investment. (3) Force model. If you want to get the region values of market that can acquire plant of sales, you must put stress on Ad. (4) Concentration model. Ad investment always affects the market structure and concentration. Finally, on the basis of considering the theory of Newspaper Group of capital distribution, it presents the way of capital distribution and evaluation criterion. In China, Newspaper Groups are state-owned corporations which are impossible for entering the capital market as a whole because of government policy. So, this paper believes that all commercial assets should be involved in capital distribution except newspaper collection assets. In this dissertation, it puts forward the way of capital distribution to Newspaper Groups and establishes the efficiency evaluation criterion that includes sociality, profitability, mobility, growth, and security.