A Study On The Dilemma And Solution Of The Advertising Management Of Provincial Party Newspaper

In the process of China's media industrialization, party newspaper as the mouthpiece of the Party and government has generally deviated from the financial lactation and participated in the increasingly fierce market competition. As an important economic lifeline of newspaper management, the advertising management of party newspaper has already become more and more prominent in the position and role of party newspaper management. In recent years, the advertising management of party newspaper is not very good, and has come across difficulties in the furious newspaper competition with the metropolis and industrial paper. It has become an urgent and important task that how to analyze the advantages and disadvantages of party newspaper's advertising management and discover the developmental path of fostering its core competition.Taking an overview of current research on this subject in our country, the author found that the related theory is lack of systematic theory and the present research is limited. Firstly, there is no monograph on party newspaper's advertising management. Secondly, the amount of treatises is too little and the empirical articles take up a very big part of the ratio. In the view of research perspective , it can be divided into two types. One is the macro-research on party newspaper's advertising management, considering the significance of the survival and development of party newspaper in the new era. The second is the micro-research on party newspaper's advertising management, investigating a particular issue in the management of newspaper advertising.The author decides to choose this subject on the basis of the foregoing statement and explore the issues on the following aspects by using the methods of literature research, in-depth interview, analysis and induction.First, the author analyzes the status quo of the provincial newspaper 's advertising market and management, including the profile and the reasons of weak growth of Chinese newspaper advertising .Second, the author tries to find out the breakthrough to foster competition through the analysis of the provincial newspaper's advertising value.Third, the author makes an attempt at putting forward the strategies of the provincial newspaper advertising's development, including target market strategy, development strategy and brand strategy. In addition, the author presents his own proposals for the future development of the provincial party newspaper's advertising management.The author does his best to expatiate the management of provincial party newspaper from the perspective of the theory in practice to make up for the lack of related research and hope to provide a valuable reference for future researchers as well as practitioners .The author believes that provincial party newspaper's advertising management is a promising project. Although there may be a lot of difficulties and challenges in the future, there are also many hopes and opportunities. But how to change the market potential of provincial party newspaper's advertising into competitive power will be a long-term problems for the theorists and the practitioners.