Research Into The Management Of "Shanghai Newspaper" Under The Charge Of Shi Liangcai

The success "Shanghai Newspaper" is a result of the unique social environment at that time and the efforts of "Shang Hai Newspaper" under Shi Liangcai's management. In 20s and 30s of the 20th century, Shanghai politics, the economy, and the culture had worked together to provide the rare opportunity for the newspaper industry development;Shi Liangcai then led the operators of "Shanghai Newspaper" to hold the opportunity and managed attentively. They analyzed the newspaper industry market and the domestic and foreign situations, made the suitable policy and the market orientation, focused on the readers and the advertising agents, and adopted the many kinds of ways and the strategy to improve the newspaper quality, expand the quantity and develop advertisement service, therefore led the newspaper to step onto the modern commercialization;In the management, Shi Liangcai adapted the market competition and introduced the advanced technical equipment inceasingly. And he strengthened the infrastructure construction and carried out internal mechanism reform. He laid emphasis on personnel management, and aroused staffs work enthusiasm. Therefore working efficiency and grade of service were greatly enhanced;On this basis, Shi Liangcai carried out various managing ways to fully release the newspaper's potential to make profits, He expanded development management domain and carried on the capital management by expanding the management scale and reducing the management risk. He merged "Newspaper" for the purpose of establishment newspaper industry Trust. But in view of the fact that the social politics pressure, his attempt didn't come true.