The Study Of The Internet Operation Strategy Of The Newspaper Industry

Internet has already become the competitor in the battle of information market against the traditional media. And the first one being conscious of the pressure of the competition is the newspaper industry. Because of the lower velocity of delivering information, it faced huge challenges in the earlier time when radio and TV were invented. Now internet has some new advantages that radio and TV haven't, so that the newspaper faces challenges again. If there is not any strategy, newspaper may probably be swallowed by internet.From another sight, internet is so inclusive that website can became a bridge which leads newspaper to the Information Age, also it can be the digital basis which newspaper may change itself in the future. Relatively, the competitiveness of the newspaper websites concerns the future of the newspaper industry. Ignoring the operation of newspaper websites equals to giving up the future of newspapers. The process that the traditional media combines with and extends to the new media is a huge unknown area. The problem which how newspaper survives under in the world of internet needs to be solved immediately.The original intention that the domestic newspapers extend to internet is to gain better social benefit, however, in order to sustain, they have to think about economic benefit, too. And the biggest confusion which domestic newspapers are facing in their internet operations comes to how to get good economic benefit under the premise that social benefit must go first. To solve the problem, the thesis focuses on the develop strategy of internet operation of the domestic newspaper industry.Firstly, it looks back to the developing history of domestic newspaper websites, and summarizes the characteristic of each period. Then, with various data and tables, it brings up the advantages and the disadvantages of newspaper websites from four aspects, which are the acceptors' visiting volume, websites' content and service, operation situation and the competition situation with commercial websites. Next, it analyses the special pattern of domestic newspapers' internet operation with economy principles. And it brings up the principles of the websites' operation and development after analyzing the websites' operation from both static state and motion state. The principles are confirming the website's subject, which is positioning marketing, extending and managing the virtual community, which is creating and maintaining the brand and finding a suitable profiting pattern. After that, it focuses on these three principles. According to marketing principles, it analyses newspaper websites' acceptor market segments, acceptor target market selection and market positioning. In the study of the websites' brand strategy, it firstly brings out the acceptors' brand selection model according to the questionnaire. Then, it discusses the brand extending and brand loyalty boosting. About newspaper websites' profiting pattern, it bases on the analysis of the present pattern and refers to those of the domestic commercial websites and oversea newspaper websites, then, brings out the suitable profiting patterns. At last, it brings up four strategies for creating suitable profiting patterns of domestic newspaper websites with the full text's analysis and demonstration.The thesis also wants to prove that the extending and the operation of newspapers in the internet are not only making their digital or internet versions. Newspapers facing the information age must change towards readers' expectation which requires an information producing team with brand advantages, a strong capital link, a strong plastic network platform and a new technical platform which can meet products' need. Meanwhile, the network reform of newspaper industry should be and must be an assembling action which can push the whole media industry, also the information industry to develop together. And the fundamental reason is that newspaper websites should be aware of their advantages and disadvantages, the resources they have and lack, then make their own decisions. For every different newspaper website, it should attach more importance to itself first, then to be aware that there are things must be done and things must not be done.The innovation of this paper is that the study of domestic internet media is mainly from the sight of the journalism. However, it will contribute to understand the reason for low rate of audience in domestic internet media market and to bring out more suitable strategies from the marketing point of view. Therefore, we should set up our qualified newspaper websites to protect and extend our market, and be prepared before the international internet media interposes. Actually, there is long distance between the goals. For the newspaper websites which rely on the newspaper, the study of how to make advantages of limited invest to reach the best result not only has the academic value, but also has the practical significance.Of course there is some deficiency, the study is restricted by the limited time and money, so the paper only discuss on the theory combining the practice of newspaper websites, still doesn't have the condition to validate on the specific websites.