Shanghai Newspaper Of The International Space Development And Expansion Strategy

The development of media is virtually the the expansion of information. People's demand for information in globalization prompts traditional media to break the bottle-neck and seek opportunities worldwide. Shanghai's media has the tradition of connecting the east and west. It is natural for the media in Shanghai, the heartland of China's development, to expand into worldstage and develop overseas market.In this essay I selected "Xin Min Wan Bao" and "Shanghai Daily" as example to discuss the method they take to create overseas market. They cooperated sucessfully with overseas media to export information efficiently; to build up their websites and to communicate with overseas audiences. On the other hand there are obstacles to overcome, the greatest of which is to gain the trust of overseas counterparts and to gain the audience from different cultural backgrounds and with different way of thinking. This is the obstacle every media has to face when stepping into the world. The recommendations are: put less emphasis on the ideology, build up the reputation of Shanghai's newspaper and intensify the media's sense of brand to expand overseas market, go on cooperate with overseas media to attract audiences...