On Newspaper Market Structure Status And Optimization Strategy

Our newspaper became a real industry ever since the theory of Managing the public unit like a company was proposed in 1978. Thirty years has passed, and the structure of the newspaper was changed a lot. During the foundation of new China, almost all the newspaper was owned by the PPC and Chinese central government. In 1980s, local newspaper all over the country developed very much. In the early 1990s, the metro paper was very popular, and the newspaper group was built in a great amount in late 1990s.Now our newspaper structure is much more stable than before. At the same time, there is also a lot of problem inside it. For example, the same type competition, redundant construction, inadequate resource flows, and so on. This article tries to analyze the newspaper structure and propose the optimized strategies base on the Theory of Industrial Organization.Apart from the part of introduction, there are four parts in all. The first part is introduction of methodology. Started with the theory of industrial organization, I introduced research methodology relative theory; meanwhile, I combined the marketing structure with the newspaper industry, and analyzed the evolution of the law of structure of the newspaper market. The second part is quantitative analysis. By focusing on China's index structure of the newspaper market and comparison with the west, I discuss the structure. The Third part analyzed the reason. I analyzed why the structure was formed from the parts of both marketing and policy. Part Four is cause analysis. I made a forecast on the trend of our newspaper and gave strategies and suggestion from the aspects of marketing and policy.