On Market Positioning Of The News Weekly In China

The core of the thesis is the study about the market positioning of news weekly. Market positioning is the soul of news weekly; it is the difference existing in all kinds of news weekly. Exact and clear positioning is the key which decides whether the news weekly is lively or not. Market positioning is an important guideline of the publishing of the news weekly; it restricts the draft selection, edition, advertisement and publishing of news weekly, so it is the crucial link of news weekly publishing. This thesis analyzes the market positioning of news weekly in China from three aspects: The first part is the historical background to search the market positioning of our news weekly. Social changes and social classes are the main reasons for which the news weekly seeks the exact market positioning. The distinctive integrativeness and the forming are the decisive reasons for pursuing the exactness of the market positioning. The second part is the analysis of market positioning of the news weekly in China. It's the main part of the thesis, in which the author analyses the current condition of market positioning of news weekly in China with statement and argumentation. The part is divided into four sections: (1) the basic theory of market positioning. (2) The structure of market positioning. (3) The rules of market positioning. (4) The method of market positioning. The third part is the prospects for the development of news weekly. The development of news weekly will face many difficulties. If we want to realize the aim to make news weekly become the "main-stream media", we must go through a long and painstaking way. But with the development of society and the progress of marketization of media industry, news weekly with strong potentiality of marketing will surely meet the good prospect.