Optimized Functions Of Trade Newspaper From The Angle Of Its Characteristics Development

In the report of the 17th Party Congress, it is proposed that the innovation in cultural contents and form, institutional mechanisms and methods of communication should be implemented in the new era of high starting point, in order to actively develop the cause of Press and Publications. "The '11th Five-Year' development plan of News publishing industry" suggested that the establishment of a modern content news industry, which has features of multiform media coexistence, combined functions of content innovation, manufacturing, marketing and service, Chinese characteristics as well as the international competitiveness.The trade newspaper, as the professional newspaper to guide contact work and also release industry information, has played an important role in the era of the planned economy. However, with the development of market economy and the advent of the Internet age, there are various new-type media emerged in China. The traditional trade newspaper has been confronted with many new problems and in a difficult position. In addition to competition with new-type media like Internet, the trade newspaper is seriously impacted by the integrated newspaper and urban newspaper whose range of news report extends so widely that covered the trade newspaper's. Furthermore, its own disadvantages, such as the rigid patterns of institution newspaper in the planned economy era and excessive professional language expression, have greatly limited its development. At present, the trade newspapers are in difficult positions of reduction of readers, low issue volumes and declining influence, etc.This paper thoroughly analyzed developed history of the trade newspaper, especially its function's historical localization, and current problems of the trade newspaper. It summarized that, for the sake of go out of its predicament, the trade newspaper must develop in a characteristic method, which means to focus on the newspaper content, fully be aware of information of the industry, optimize the integration of all types of resources, exchange the institutional function patterns into form of media service industry to provide special service and information and promote it join to development of the whole industry chain. The trade newspaper should continuously innovate and develop in accordance with the spirit of 'the report of the 17th Party Congress' and the direction of 'development planning of news publications', strive to grasp characteristics of industry, readers as well as management, enhance depth of reports, and made the trade newspaper become the authority to announce industry policy, to scientifically forecast industry trends and to effectively resolve industry problems."Public health", as a health newspaper which belongs to Hunan Daily newspaper group, has obtained a rapid development since its establishment, relied on its precise and specific positioning, scientific style and socialization of its content, artistic and individual design of its page layout. It is evaluated as a "Top Ten National Health Newspapers" and "one of 100 kinds national reader's favorite newspapers and periodicals." This paper took "public health" as an example, through the analysis of the characteristics of the newspaper and its change of functions, and concluded that in an increasingly competitive circumstance nowadays, the trade newspaper must insist to the reader-oriented direction and rely on the characteristics developed method. This conclusion can provide successful experience of others trade newspaper in new times to go by.