Study On The Circumstance And Development Strategy Of Chinese Newspaper Websites

In order to comply with the times trend of the network economy development, grasp the media market initiative in the 21st century, expand the society influence, and win the competitive advantage, the tradition news media newspapers founded their own websites one after another during managing paper media,hoping to obtaine the conformity effect and realize win-win during combining with the networking in the future. However, although our country's newspaper websites have the traditional superiorities such as rich news resources, good prestige, high fine reputation brand and national special policy, there is very big disparity in the audience scale, profit ability and social influence when they are compared with commercial websites such as Sina, Sohu and Yahoo. Obviously,the present development situation of our country newspaper websites is very uncoordinated with the status as the mainstream news media. Therefore, this article has carried on the discussion to the development strategies of our country newspaper websites. First, the article has made the comprehensive analysis to the present development situation of our country newspaper websites from the present situation characteristic, the competition situation and the management way .Then has carried on the thorough analysis on the development difficulty and performance of our country newspaper websites, simultaneously proposed the two kinds of future developing tendencies of the newspaper website, namely: Synthesis news gateway website and Specialty characteristic website. Finally, this article has proposed the development strategies on the future development of our country newspaper websites, they are, positively Carries on the marketability under the premise of insisting the social efficiency ,interact newspaper and net, implement the brand strategy positively, carry on the market localization .I hope this article will be able to provide certain reference function for the future development of our country newspaper websites.