Observe And Study Of Metropolitan Newspaper's Subsist Through Media Ecology

Media ecology 20th century originated in the 1960s in North America, it used a biology ecology theory, to study media system, social system and the crowds, and between the three of mutual relations and interactions. Media ecology of human society as an ecosystem, and the media will be there with the audience as the biological factors. Its ultimate goal is the pursuit of media and audiences, the media and society, and the balance between the media and harmonious relations.Media ecology come from the natural ecology, and the basic characteristics of the latter are interlinked. This paper intends to media ecology perspective, the associated natural ecology theory, to study the current domestic market operation run by the status quo, to ask questions and seek solutions.Metropolitan newspaper, as a brand new metropolitan newspaper in the last century, the mid-1990s and the rise in reported domestic arena, to a market-oriented mode of operation and new operational concepts, to promote the reform process of China's metropolitan newspaper. However, after more than ten years of development, because it is becoming more and more mature and, like all products, in the face of nimble market, metropolitan newspaper market faced with the life cycle of products, such as the pattern of competition in the past. Today, the domestic market because it is not optimistic. Especially in 2005, metropolitan newspaper nationwide general decline in operating performance, People in the industry said that the Chinese industry has run into winter. I believe that in the face of this grim situation, ecology theory might provide a solution to some ideas or strategy.This paper Based on the three of the classic theory, adaptability, competition, ecological balance, metropolitan newspaper domestic market analysis of the ecological environment, to resolve the current difficult personal opinion, hopes to open up the metropolitan newspaper market research business vision.