On The Enhancement Of The Core Competitive Ability Of The Newspaper Industry Under New Circumstances

Chinese newspaper industry, after going through its golden age, met its winter since the end of 2004. By describing the crises that Chinese newspaper industry has met with in recent years, this thesis analyzed its potential structural risks, namely, the income of a newspaper relies heavily on the advertisements printed on it. To solve that structural problem, the author explained the inexorable trend of diversified development of Chinese newspaper industry, and explored the internal and external environments for Chinese newspaper industry to carry out the developing strategy of diversification through the case analysis of Xiamen Daily Newspaper.In 2006, Xiamen Daily Newspaper gave first priority to the upgrade of its website, Xiamen Daily's xmnn.cn, in carrying out the developing strategy of diversification, which was a key stage for its cross-media development. Before the upgrading effort, Xiamen Daily's xmnn.cn was merely the electric version of Xiamen Daily and Xiamen Evening News. To meet the need of development, its was upgraded into a corporation. The author happened to take part in the upgrading effort.As part of the developing strategy of diversification, cross-media development has a great strategic significance for the newspaper industry, because it is the only way for the newspaper industry to evolve into a media group. By analyzing the cross-media development of Xiamen Daily Newspaper, the author argued that cross-media development was of great importance for the newspaper industry to extend its media influence and to enhance its core competitive ability.In this thesis, the author also expounded the significance of the combination of the newspaper and the Internet for Xiamen Daily Newspaper' future by elaborating on its website, Xiamen Daily's xmnn.cn. Based on that, the author pointed out that at the beginning of 21st century, the integration of the newspaper and the Internet would be a major strategy for the development of Chinese newspaper industry under new circumstances and an effective way to enhance its core competitive ability.