Research On The Development Of Sub-newspapers/sub-magazines In Newspaper Groups

With the development of the newspaper groups in China, the concept , "Presses manage Groups" is turning to "Groups manage Presses". The problems how to improve sub-newspapers / sub-magazines are gradually obvious, and become a new issue of the current newspaper groups . Beginning with basic concept and history of sub-newspapers / sub-magazines, this thesis, the first time, defines the concept of sub-newspapers / sub-magazines academically, and reviews the history of Chinese sub-newspapers / sub-magazines based on the history of newspapers in China .In the second chapter, the thesis macroscopicaly analyzes process and characteristics of the development of Chinese newspaper groups' sub-newspapers / sub-magazines and their characteristics.In the third chapter, the author chooses the sub-newspapers / sub-magazines of the three biggest newspaper groups in Guangzhou, which are also headstreams of the newspaper groups in China, as the investigating targets. And analyzes the position and combination of the sub-newspaper / sub-magazines at macroscopical and midscopical levels. In this part, the theories of the Newspaper Posititoning and The Growth / Share Matrix in marketing are used as effective tools.Finally, it is concluded that problems needed to be solved emergently for the development of sub-newspapers / sub-magazines in Chinese newspaper groups, while pointing our some effective ways to improve their further development is also proposed, which surely would be helpful information for the sub-newspapers /sub-magazines' development of all the Chinese newspaper groups.