On The Market Structure And Competitive Strategies Of China's Newspaper Industry

This paper probes into the market structure, the institutional innovation, and competitive strategies of China's newspaper industry on the basis of the relevant theories of Industry Economics, System Economics, and Competitive Strategy.Advancing those propositions is mainly concerned with three aspects: the development of China's newspaper industry, the opportunities and challenges facing newspaper industry after China's access to WTO, the need of the assurance of the opinion guide.Other than the preface, it consists of three parts. Preface puts forward the propositions, the research significance, the research methods and the basis train of thoughts of this article as well. Part One analyses the market structure of China's newspaper industry through the angles of market concentration, scale economy and scope economy, and barriers of access and exit. Part Two discusses the institutional innovation and the workable competition of China's newspaper industry on the basis of the analysis of the relationship of its economic features and politic features. Part Three expounds the overall cost leadership strategy, the differentiation strategy, the focus strategy, and the innovation strategy of China's newspaper industry.