| This research is activated by continued innovation from "Southern Metropolis Daily" management. The rise of "Southern Metropolis Daily" in Guangdong plays great significance to business with Chinese metropolis newspaper. The important points lays on two aspects:1.Unique Press planning and the depth of investigation has led its own position in Guangdong market.2.The All-media strategy and news groups is combining well to form integration of industrial chain, which provide important experience and inspiration for other regions of operation of metropolis newspapers. This is the course for the research. The purpose of research also lies in the courses: summarizing inner rules of operation of metropolis newspaper and produce new perspective and reference for the industry and academics.Media Economics is an important research method to analyze "Southern Metropolis Daily" business case.Economics is different from the journalism & communication, Marxist political economy and the Western economics.This subject is not a simple combination of these three social sciences.With combing the development of the course of history, this article focuses on the environment comparison from the China-U.S.newspaper industry, the Chinese media Economic Research paradigms and the existing limitations in order to strengthen the exposition to the media economics and get theoretical preparation well for the analysis of "Southern Metropolis Daily" case.Media economics holds the opinion that media is enterprise, the media industry is the industry, the media product is the commodity. Respecting and following the basic rules of economics is the methodology of media economics, and is also an important theoretical analysis for newspaper management. Different initial conditions of the development of China-US newspapers determine different institutional environment. The Chinese media industry experiences the development and transformation at the same time, including a lot of chaos, but meantime opportunities occurred repeatedly. The growing process of "Southern Metropolis Daily" can reflect the specific impact of China's unique environment towards the newspaper enterprises. From 1995 to 1997, "Southern Metropolis Daily" publishes weekly and the influence is weak; then in 1998 it changes to daily press."Southern Metropolis Daily" begins to keep ahead in the'98 World Cup, the real estate "mature beauty",Sun Zhigang case, SARS epidemic and other large news coverage planning, leading in the front of the same industry; It starts to build newspaper system since 2004 and pushes the influence to the society; the all-media strategy starts in 2009 is the new business strategic decision against technological environment, reflecting the sensitivity of the forward-looking. As one of the current representatives of the highest marketization of newspaper market in China,"Southern Metropolis Daily" all-media and "content service is essential" strategy is the definite measure to meet the new media and new market environment and represents the future trend of newspaper development.In media economics, the three analysis tools:correlation degree, concentration degree, superposition degree form a complete theoretical framework. Through the use of the framework, this article can give deep analysis about unique aspects of the content and operation of "Southern Metropolis Daily",and give complete explanation of the price rise of Shenzhen version of this paper.The conclusion of this paper is that all media strategy and the "content service is essential" strategy is an important innovation in the development of Chinese newspaper, which will bring influential power maximizing, produce increment of value chain and enhance the overall newspaper competition. These methods can finally upgrade the core competitiveness of media enterprises and the level of development of media industry. |
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