Study On Strategies Of The Hangzhou Magazine's Further Development Based On Its Status

At present, newspaper's living space is confronting many severe challenges from other media, such as emerging Internet media and television media which is always projected itself as a strong media performer. In this dissertation, City Weekly News(CWN), as a new form of the newspaper industry in recent years, will bediscussed how to continue a soundly and healthy progress in the following years.By comparing with other newspaper, CWN has a distinct territory characteristic. Therefore, it is significant important to understand a city's culture well before identifying CWN development pattern. This article selects Hang Zhou Magazine(HZM) of Hang Zhou Daily News Group as a study sample, which is based on the culture of Hang Zhou and macro newspaper industry environment, integrated with its own specialties: information gathering, content editing, news reporting and management, to study and discuss the development progress of HZM in Hang Zhou in future.This thesis represents the strategies of HZM development progress based on practical operation theory, all quoted statistic data are provided by HZM. Newspaper as a particular product, has involved from seller market to buyer market within the increasing competition tendency of weekly news market. Today, CWN want to top other newspaper, must express a wholesale control of product distribution channels: advertisement, content editing, sales distribution channel and reader, to establish Customer service oriented system based on product differentiation, target marketidentification, advertisement control and branding management.