A Study Of The Regional Newspapering Management

With the extended market cultivation, the optimization of the administration and the fusion of some special regional cultures, the economy in China has obviously regional feature day by day. Since 1992, especially with the faster pace of the establishment of the socialism market economy, various social resources have achieved fully conformity and optimized configure, and as the result of the competition, the situation of the regional economy in China has its rudiment and becomes a chief role in the construction of the domestic economy. The cases in point are the economical circle in JingJingTang, the economical circle in Yangtze Rive Delta and Zhu Rive Delta, and the economical circle of ChengYu which recently springed up in west China. Meanwhile, Chinese newspapering, which has very close relationship with the development of the economy and reflects the social improvement sensitively, is presenting some more obvious regional trend day by day. Some newspapering groups, such as the newspapering group of Beijing, Shanghai, Nanjing, Guangzhou and Chengdu, have established. These groups are basically corresponding with each mainly economic circle, and play the leading role in the development of the newspapering economy and the situation of the competition as well. It is said that the Chinese newspapering has come into the regional era. The regional newspapering, which profoundly affects the future of the Chinese newspapering, has become the mainstream in the situation of competition and the main frame of the competition in the Chinese newspapering.The study of the newspapering management in the background of regional economy is a new question for discussion and also a new trend in the research of the newspapering. The related study in this area nowadays is at its first step. It has been fragmentarily paid attention to, lacking some essential and systematic research, and some profound problems has never been touched at all.My thesis takes the comprehensive method in case study, contrastive research and the demonstrational analysis. The paper cuts in the research with the regional newspapering's management which flourishes in its corresponding economic circle. It essentially and systematically studies the problem of the regional newspapering's management in the chief subject of the development in the regional economy and newspapering. For the executives in the field of medium, it also gives some academic interpretations and proposals in practical operation, which to some extent provides valuable consultation in decision-making and management strategy.My thesis has six chapters.The first chapter, a general introduce of the regional newspapering management. On the basic of the introduce of some related concepts such as newspaper, newspapering, the regional newspapering and management, it identifies the meanings of the regional newspapering's management, demonstrates the significance of it and gives four principles in the regional newspapering's management.The second chapter concerns the cost control in the regional newspapering's management. It analyzes the structure of the cost in the regional newspapering's management, generalizes the meaning of the cost control in brief, emphasizes how to reduce the cost while increase the profit in five aspects such as the cost of reporting and editing, the cost of the publishing, the payout for sale and ads, the cost control in the material purchase and the budget management. Finally, it simply analyzes some other aspects which influence the cost control.Chapter three pays attention to the strategy in the advertisement. Firstly, it refers to the advertisement's crucial position in the regional newspapering's management;secondly it discusses and concludes the strategy in the advertisement of regional newspapering from the aspects such as ads agency, media spreading, the contest of ads in different regions, creation the ads requirement and the service for the clients. Finally, it analyzes the chief aspects that influences the regional newspapering advertisement from the features below: the overall economic amount in a region, the developing degree of the economy and the market in a region, the proportion of advertisement shares in different regions, the degree of how fierce the media competition is, the degree of how mature and normative the ads market is in a region, and the structure of the advertisement in the regional newspapering.Chapter four concentrates on the distribution of the regional newspapering. It discusses the significance of the issuance of the newspaper, generalizes and introduces the familiar modes in the distribution of newspaper. On the foundation of the summarization of the innovation and development about China's regional newspapering, it also analyzes the facts that restricts the distribution of regional newspapering and gives some corresponding solutions.Chapter five, the multi-management in the regional newspapering. It analyzes the indispensability and feasibility of the multi-management from three aspects: the anxiety brought by the overwhelming ads, the outlet of the plentiful capital, and the demonstrating impression of the forthgoers. It discusses the some familiar management modes in the regional newspapering, which means the expansive modes among multi-sections that are related with journalism and the management modes of immaterial capital in newapapering, and it also discusses the management modes in different cross-sections and capital management modes. At last, it analyzes several facts that restrict the multi-management in the regional newspapering.Chapter six, the innovation and the creation in the system of the regional newspapering. After a brief generalization about the function and significance of the regional newspapering innovation, it gives a detailed analysis about the contents of the newspapering innovation from the reformation in management system and the creation in operation system. The reformation in management system concentrateson the perspicuity of property right and the establishment of normative conventional person's management; the creation in operation system is mainly about three questions: the recreation of the operation process, the introduce of the competition system and the emphasis of incentive system. At last, the author gives his thoughts for the innovation of newspapering by macro approach, and basically draws four judgments for the development direction and prospect following the regional newspapering innovation.