Study Of The Development Of The Prefecture And Town Newspaper In The Condition Of Marketing Economy

With the acceleration of the newspaPer marketing process, the financial allocation hasbeen decreasing and even been abolished, the Prefecture and town newspaPers now facesmore and more survival pressure.Borrowing from the principles and theories of the Mass communication and Marketing,this thesis analyses the advantages and disadvamages in newspaPer comPetition of thePrefecture and town newspaPer and probes iflto the location of reader and characteristics ofthe Prefecture and town newspaPer in accordance with its own conditions. On bases of theanalyses above, this thesis provides the concrete analysis on the reform of news coverageand business management of the Prefecture and town newspaPer, and puts forward anoperational proposal on the marketing operation of the Prefecture and town newspaPer.