Chinese Newspaper. Growth Landslide Background And Trend Of Development

From the year 2005, Chinese newspaper industry slowed down its repaid development and in the same year the head of "Jinghua Times" Wu Haimin declared that the Chinese newspaper industry entered into a period of cold winter ahead of time. Then the key words such as "goes down", "turning point", "decline" and "crisis" caused much panic in this industry.The overall slow down in Chinese newspaper industry was caused more by the result of its own risk in management than by its outside environmental variations. The most basic reason was that the risk in the newspaper industry management bought out when its exterior market environment changed.After a thoroughly analyze of the Chinese current newspaper industry, we can find some characteristics. On the one hand, the main body of the newspaper industry slowdown is mass newspaper in the cities in all kinds of newspapers because of its nuclear position in the rank of Chinese newspaper industry. One the other hand, from the viewpoint of different regions, we can also find that the slowdown of Chinese newspaper industry has regional characteristic which is that the developed newspaper industry in first class cities of China goes down sharply but the developing newspaper industry in the second and the third class cities of China develops very fast.From the characteristics analyzed in the upper paragraph, we can draw conclusions that the Chinese newspaper industry which is facing a turning point need to break through and at the same time, because of its regional characteristics the Chinese newspaper industry will go into the fourth period of repaid development accelerated by the newspaper industry in the second and the third class cities of China.According to the theories in economics, marketing, management, journalism and communication, this article use the method of "positive analyze" and "normative analyze" which usually used in economics to study the real essence of Chinese newspaper industry and to probe how to reply the challenge from the slowdown of Chinese newspaper industry. At the same time, this article emphatically summarizes the reasons for the newspaper industry slowdown and the lessons drown from regional characteristics in newspaper industry, provided some experience for newspaper industry management.