Research On Newspaper's Collectivization

The article tries to give a beneficial probe into the subject on the development of newspaper through research on the establishment and developing features of thirty newspaper groups in China, and proposes concrete tactics on how to enlarge and strengthen Chinese newspaper groups according to modern company's mode .The first chapter "To know Chinese newspaper groups" analyzes the arising and the types of Chinese newspaper groups, and the proves that newspaper' s collectivization is the outcome of twenty - year - long reform of Chinese newspapers , as well as the inevitable tendency of the development of media . Andalso , newspaper collectivization is an urgent need because of the reality of socialistic market economy , the trend of international development and the competition among international newspaper groups. Moreover, it is a step through which newspapers change from depending on quantity and scale to high quality and efficiency, from rough operation to efficient and refined management .The second chapter" Changes from newspaper's collectivization" mainly discusses that recently newspaper's competition is intense in the unprecedented boom, is changing from comprehensive to the circumstance method of professional, the market management is multiplying, relevant industries and capitals are permeating the newspaper groups . Furthermore, it analyzes the present circumstance of newspaper groups and reveals the function and influence of newspapers' collectivization in the development of Chinese newspapers. Chapter H[ mainly explains the problems within the running of newspaper groups. It is divided into three sections. The first section argues that many difficulties are still existing in the real process of newspaper groups from which aspects the allocation of newspapers is obscure in people' s minds, the income of newspaper groups is sole, the obstacles in operating newspapers cross - district is immense, the concor-dance in newspaper groups is difficult, the regulation is lag, as well as independent management of newspaper groups is full of hardship. The second section mainly tells the severity of the trend that all newspapers are becoming common. This tendency is negative to the development of newspapers. Being common means monotonous, means that the newspaper market and the source of news is monotonous, which causes the limited market source of news can not be used efficiently and properly, and causes the unilateral and vicious developing of news' sources . The monotonous products of news can not form a reader - oriental market system and a counterpart of several level and solid structure of newspapers. So the newspaper market structure deteriorates in the partially enlargement. The third section argues that recently advertisement controls the media exists in our newspaper groups, and this phenomenon may affect the rapid development of newspaper groups . The forth section tells how to enlarge and strengthen Chinese newspaper groups. First, we should search for policies actively and adjust to the macroscopic management policy of the media as well as perfecting the system of investing the media. Second, we should reduce the interior expense, and improve the collective power .It focuses mainly on aspects of crystallizing the assignment, harmonizing the interior and completing between each other. Third, we should change the method of managing the newspapers , embodying the real market principle and reducing the error in the economy of newspaper groups. Forth, we must train some newspapers men who have high quality , because talent is critical in the competition . Fifth , brand sense should be established , and we should connect it with consumers' loyalty tightly . Because brand is the invisible asset of newspaper groups and establishing a brand is a further strategy for newspaper groups . Sixth, we should face the challenges after the entering of WTO actively, collaborate with cross - country media groups , learn their advanced managing experience and try to renew the present structure , so as to connect...