The Research Of The Competition Situation Of Shanghai Newspapering Market Through The Circulation Game Of Two Newspaper Group

Distribution plays a very important role in the modern press economy. For a newspaper, the circulation not only directly decides the efficiency of advertisement, but also affects its image in the impression of the readers. Like a bridge, distribution connects editing and advertisement. Furthermore, editing, advertisement and distribution should be taken into account in the management of press. There are three important factors in press industry: editing is the root; advertisement is its economic base; distribution is the lifeline between them. In a sense, the competition of modern press is the competition of circulation. Shanghai is the most important city of Chinese press and the center of Chinese economy. In addition, history and present both proved that there were great development space in Shanghai press, so the research of the distribution of shanghai press is very practical to the newspaper economy in Shanghai.The thesis summarizes Chinese press distribution, applies the comparative studying method, analyzes systematically the distribution management of the two newspaper groups in Shanghai and investigates the embodiment of the game theory in the Shanghai press competition. Finally, it brings forward the reasonable proposals to the development of Shanghai newspaper.