The Free Paper's Development And The View In China

The birth of free newspaper and the development had demonstrated for us the new mentality of newspaper development, namely the fine accurate localization, reduces the time cost in reading it, and also free release. This kind of newspaper is similar to the negative thinking of present newspaper release mentality , has won the broad development space for the free newspaper, and in European, Australian, the Americas, Asia's 15 countries and the area has obtained the big success, Especially more importantly, the free newspaper release has obtained gradually sparsely to in the traditional newspaper youth reader's attention, and has received their affection. In this foundation, the free newspaper has won in the advertisement marketing aspect compared to traditional newspaper more superiority, therefore it takes the threat gradually to the traditional newspaper survival.At present, our country's traditional newspaper industry market is being in the inflection point, the release way of traditional newspaper , the management way as well as the content conformity way all urgently needs to innovate. In this time, the free newspaper entered our country mainland, its birth has no doubt will aggravate the difficult survival position of our country tradition newspaper .So how prospects of development the free newspaper will have in our country, and the traditional newspaper existing space whether will be able to have the extrusion, all will become the new task for us to research . This article take disseminates study, journalism, the economic theory as a foundation, through the author to the free newspaper in worldwide scale development present situation observation, the survival difficult position which exists at present in view of our country newspaper industry market, proposes the survival opportunity analysis and the prospect analysis of the free newspaper in our country. Simultaneously in the article, has systematically thoroughly studied the market mechanism which the free newspaper can appear, and the system analysis on free newspaper competitive advantage and the competition strategy, and proposed the free newspaper in this foundation in our country possible prospects for development.The article explains on five parts. First is the theoretical analysis, take disseminates study and the economic theory as the foundation, the author analysis the development rationale of the free newspaper, obtains a viewpoint that the free newspaper is one kind of new media form , Its production rests on is the network media swift and violent development big background, reasonably and manages the technique nimbly using the media choice probable theory, and carries on superiority conformity to the traditional newspaper and the network media; Next from analyzes our country at present newspaper industry market development present situation obtaining, analyzed the free newspaper to enter our country's realistic opportunity thoroughly, obtains our country newspaper industry entered the inflection point; the primary cause to lie in the young reader's outflow and advertisement management strategy improper conclusion; Once more, further analyzes from the free newspaper competitive advantage and the competition strategy angle, has the development difficult position at present in view of our country newspaper industry, obtains the free newspaper to guess in our country's development mentality. At the same time, this article takes our country present system and the social development different research, makes the free newspaper the particular challenge analysis which will encounter in our country, and in this foundation proposed to the free newspaper prospect forecast, finally proposed the free newspaper development will be supposed to face our country region development not balanced reality, and will carry on the limit development viewpoint in the part developed area.