| Along with the rapid development of China's market economy, more and more people have been participating in the economic life. People demand more and more economic news, and created the conditions for the development of the financial media. From 2001, the new financial and economic newspapers began to appear in public vision and developed rapidly. This not only attracted a large number of readers but also attracted the attention of many investors. As the world's fifth largest entities, China still did not have a financial and economic newspaper to match its economic position. The new financial and economic newspaper in China is still in its infancy stage. There is still a long way to go. The paper integrates the economics, journalism and communication theories, analyses the competitiveness of the new financial and economic newspapers, and summed up the current situation and developing trends of the new financial and economic newspaper. On that foundation, provides suggestions for the new financial and economic newspaper's development. In addition to the introduction, this paper includes the following:The first chapter focuses on the identity and background of the new financial and economic newspaper on the basis of reference. The new financial and economic newspaper's reports mainly focus on in-depth reports, and learn from successful foreign financial media on reporting methods; its pay more attention to the capital market as the starting point and final goal. Most of the new financial and economic newspapers founded in 2001, belong to the new generation of financial media. The second chapter, on the basis of the competitiveness of enterprise's theory, constructs a new concept of the competitiveness of the new financial and economic newspapers, and then constructs evaluation criteria. This chapter from the aspects of marketing, readers, advertisement, brand, and so on, Analyses the current competitiveness of the new financial and economic newspaper, and then point out the problems.Deals with the above issues, for the purpose of enhancing the competitiveness of the new financial and economic newspaper, Chapter III based on the mainstream media path, propose a number of measures and suggestions in terms of content, brand, human resources management, entrepreneurial culture, and so on. First, in terms of content, new financial and economic newspapers must through innovative planning to explore unique nature of narrative form. Second, by maintaining the relative stable reported style to keep the loyalty of readers. In terms of brand, through accurate integrated marketing strategy to enhance the overall image and improve marketing skills of the newspaper. Besides that, enhance the overall competitiveness of the newspaper by the way of establishing long-term and effective human resource management.Chapter IV, summary this thesis briefly and analyzes the media environment and the developing trends of the new financial and economic newspaper. In the Internet era, the audience still needs newspapers. Based on their traditional strengths, by actively seeking new communications technology and ideas, the new financial and economic newspaper still can develop well in the media market. |
