Management Analysis Of Lufeng Newspaper

Since the reforming and opening-up policy was carried out, newspaper industry of China has achieved great and rapid development, while the competition in newspaper market has been becoming more and more scorching. Simultaneously, the model of newspaper management has been changed from"non-profit unit"to"non-profit unit with enterprise management", then to the present model of"self-management, self-responsibly for profit and loss, self-restriction, and self-development". During the operational process of marketization, the management of newspaper industry is quite important. However, Lufeng Newspaper is still in the phase of"non-profit unit with enterprise management". The theory of management in Lufeng is relatively behindhand, and the strength of management is comparatively week.This paper tries to use the theory and knowledge of Public Management to serve for the management practice of Lufeng Newspaper. It will use a special means called as"anatomizing sparrow"to analyze the management of Lufeng Newspaper, and then put forward some good countermeasures and suggestions. The first part expounds China newspaper macro-policy and problems about newspaper manage system, Public Administration and Business Administration must be regarded for newspaper unit's two sides. The second part makes some necessary introduction of the newspaper office and some analysis of its property and status, and then brings some proposals for the future development of reporting overseas Chinese. The third part does some analysis of the character of the newspaper office by"non-profit unit with enterprise management"reformation progress, and supports the idea of facing the hard market competition. The forth part makes some discussion on the positioning problem of Lufeng Newspaper, suggesting that Lufeng Newspaper should be shaped into a comprehensive weekly newspaper based on reports of overseas Chinese. The fifth section analyzes the specific management, surrounding the human resource management and the relation among the collection-edition, publishing, and advertisement. The final section is the conclusion.