Market-oriented Mechanism Of CCD

Chengdu Commerce Daily (CCD) remained unknown to many researchers in and outside the press circle until it surpassed Huaxi, another established citizen newspaper in Chengdu, in ad-revenue and some other figures as well. The reasons for CCD upsurge still remain mysterious to many today. This paper is to explore into the market-oriented mechanism of CCD and to find out the recipe for its rapid success and undefeatable legend. Adopting the method of case study, the author makes close exams and strict analysis to CCD, mainly involving media management and operation, on the basis of many first-hand materials.This paper includes six chapters. The first chapter presents a literature review about the citizen paper research, which brings dynamics to China's journalism study. Chapter two, chapter three and chapter five are the body parts of this paper, in which the author analyzes the operational mechanism of CCD, respectively from the perspective of news production, newspaper sale and advertisement marketing. In chapter five, the author discusses related rules and regulation in CCD and the roles they play in the market-oriented mechanism. The Chapter six exclusively deals with the capital operation of CCD, specifically about its tactful entrance into the stock market in 1999. Finally comes chapter seven, a conclusion about the CCD market-oriented mechanism and a prediction about its future expansion as well.