A Detail Analysis Of Responding Strategies Of The Chinese Press Business Overcome The Threat Of New Media

As the circulation of newspaper is decreasing and advertising market dwindling globally these years, Chinese press business after twenty years rapid advance, has been facing the threat of declining—decrease in the amount of advertisement, shrink in the market, loss of readers, which are blocking the development of press business.From the perspective of the impact of new media on newspaper which is one of the reasons bringing forth the current situation, the thesis attempts to analyze the impact of the new media communication ways on newspaper and press business development on the basis of media ecology. It also discusses the drawbacks of newspaper compared with new media and comes up with responding strategies to deal with its disadvantages.The thesis consists of four chapters. The first chapter gives an account of the tough situation of Chinese press business development mainly in advertising market and changes of the readers.A detailed analysis on the causes of the difficulties in press business development is made in chapter two on account of its own limitation and the impact of new media.With a comparison and contrast between new media and newspaper, Chapter three analyzes how new media influences and constrains the development of newspaper on the basis of the theories of media ecology. And it makes it clear that the constraints take two forms in media competition: its shrink in advertising market, and the loss of readers.Responding strategies to deal with the two drawbacks of newspaper is brought up in chapter four. In view of its drawbacks to communication techniques, newspaper should be allied with new media. Since the homogenized competition in the newspaper market has weakened its competence, it is advised that newspaper be promoted by date base, the number of newspaper readers kept stable, and newspaper ads. detailedly classified so as to help newspaper market distribute reasonably.