Research On Mutual Relationship Between Circulation Market And Advertisement Market Of Newspaper Co.

In 2005, Chinese paper industry enters the adjusting year. The information reform led by figure, web, and multimedia technique greatly impulsive the industry with figure content, which brings very big challenge to the traditional paper industry. This article major in making an exploring study to the mutual acting relationship between the distribution market and advisement market of paper company, on the basis of related theories and study way of property economic and paper economic. And also it hope provide the theory sustainment for the stratagem layout, arrangement of company regulation and development.This article can be divided into four parts. Firstly, it clean up and appraise the theory basis, study content, method and developing condition of national bilateral market related study; secondly, it specifically the effort, character, evolving course and status quo of the paper company distribution market and ad. Market; then, start form the bilateral market related theory, making an analysis from both grand and micro view, study systemically the effort relation between the two; finally, through the study of example, analyze the development of and the manage condition in the ad. Market, combing both of the advantage and disadvantage when it does in the market, point out that the potential risk in the course of development and problem facing and give some reasonable suggestion.There appears some kind of mutual effort and advance relationship between the distribution market and ad.market. Distribution market is the existing basis of ad. market, and paper ad. Market competence depend on the influence of distribution market; the economic benefit gained form the ad. Market also helps the improvement of quality and quantity of paper. But there is not forever positive influence between the two. When the market is changing into bad way, the benefit of Paper Company will directly be affected. Beside government power regular the paper area to avoid low level price battle, it's necessary for Paper Company to analyze for the angle of bilateral market and make layout of company strategic, accordingly assuring the sustainable development of paper economy.