A Study On The Development Strategy Of The Traditional Newspaper Sector Under Circumstance Of Modern IT

Along with the continuous emergence and development of information technology (IT), more and more traditional media encounter new problems that they never met before, especially for the newspaper, the most popular media with the longest history, problems are more serious. Among all kinds of newspapers, the traditional IT newspaper faced the biggest challenges. Based on the special status of the traditional IT newspaper in all kinds of medias, the impact and functions of IT on the development of the traditional IT newspaper is discussed in the paper. The research topic is very important and valuable both in theory and practice.The sector of newspaper is one of industries that transform to market and self- support. Media economy, as kind of influencing economy, its survival and development depends on its influence. Meanwhile, the development of media economy also directly reflects and impacts the whole national economy.Traditional IT media is the earliest one adapting market-orientation in the sector of newspaper, and be effected by new technology most heavily. So, the research on the sustainable development model and method is very useful to development both of other traditional medias and the whole economy.The paper expounds some related theoretical issues based on the current development characteristics of newspaper sector, by using theories of economics, marketing management and sustainable development. It discusses formulation of the sector, positioning and related conceptions, the relationship between the newspaper sector and IT, and the strategy of the sector, in order to give some suggestions on promoting the well development of the newspaper sector in our country.The paper took CIW newspaper, the biggest traditional IT media in China, as an example. Effects of IT on every chain of the industry and the management model are proved in details afterwards. Then, problems faced by CIW are analyzed; the development model of CIW is putting forward. Finally recommendations for the development of CIW are put forward considering the development of IT and the innovation of management model. The analysis in the paper gives readers a deep, systematic and rational understanding about the sector of newspaper. Recommendations putting forward in the paper will let the newspaper sector benefit both in economy and society.