Cheng Shewo's Press Management And Administration Thought Studying

Cheng Shewo is an outstanding news journalist and a press publisher in the republic of China. He established World Evening News and Liberty News, libao,hongkonglibao, among others. Cheng Shewo was the founder of the largest distribution volume newspaper in old China. He was also the founder of the daily newspaper with the largest distribution in the Beijing area in old china. His great achievements were related to the aims and philosophy of his newspaper.Cheng Shewo's success emerged from his management philosophy. He believed that newspaper management and administration should be founded on two aspects. The first involved the administration of a newspaper's market that switched the focus to creating a quality environment for managing the newspaper. Cheng Shewo regarded the press as an enterprise and regarded newspapers as products and introduced a philosophy of making newspapers popular and making newspapers thin. For the social news he designed a new section with a colorful distinctive supplement to attract readers. Subtle issues and crafty publicity created a fine brand name image for the newspaper, and effective enterprise management and administration measures improved distribution.The second aspect of his philosophy involved the production process and the management structure within the newspaper. Cheng Shewo incorporated a scientific, western administration system. He insisted on the close administration of goods and materials, as well as employee work time and he improved the organization system and implemented an integrated management administration to make the management of the newspaper methodical and ordered. In addition, Cheng Shewo actively explored ways to expand the scale of the newspaper after the management had reached a critical point. His scaled management style included diversification management and group expansion and he tried to disperse the adventure of newspaper management. He implemented a large-scale expansion as part of the continuing development of his newspaper. Cheng Shewo's newspaper made an outstanding contribution to Chinese journalism and his management methods and administration philosophy serve as valuable tools for journalists and serve as a model for modern newspaper management.