The Net Medium Expanding Strategy Of Newspaper Industry Management In China

The study on the net medium expanding strategy of newspaper industry management in China has very important and practical meaning, especially in today's situation that newspaper industry meets the management decreasing while internet industry develops quickly. And this research aims at perfecting the theory of newspaper management in China and giving the reference to the strategy operation of newspaper management.Actually, the newspaper industry has started the exploration in net medium expanding and gained some precious experience. According to the difference in management situation and development stage, the net medium expanding forms of newspaper medium have different features, and reveal some problems, such as the communication lack between the newspaper and its web site, the need of enhancing the merger and purchasing with other web site, the lack of exertion in elaboration the advantage when cooperating with web site, the lack of deep consideration when using the information of net medium.The media theory and audience theory, as well as media management theory, give abundant theory support for the raising of net medium expanding strategy of newspaper industry management in China. The media and audience theory can illustrate the feasibility in net medium expanding of newspaper medium. The theory of value chain, capital management and media strategy theory can show out the realizing channel in net medium expanding of newspaper medium.The full analysis of general situation and theory makes the net medium expanding strategy of newspaper industry management in China naturally put forward. The newspaper management in China can rely on the advantage of net medium to establish and consummate the newspaper industry value chain, can rely on policy advantage of net medium to enhance the capital operation of newspaper industry, and can use the net medium to push the realizing of media strategy. To put the net expanding of newspaper into effect of practical operation, the agenda interaction between the newspaper and the net could perfect the public opinion leading and the adequate utilizing of net's interaction could enhance the survey and research of the demand of newspaper's audience. Besides, we should constantly raise the net medium skill of people with newspaper jobs to better use the information from the net medium.