"fourteen" Since China's Media Marketing Concept Changes

This paper analyses the articles relating to the marketing notion in a renowned professional periodical as an attempt to study the change of the marketing notion in the field of Chinese media since the 14th National Congress of Communist Party of China (NCCPC). The data for analysis in this paper are collected from the professional periodical Journalism and Communication (Xin Wen Yu Chuan Bo), published from January 1992 to December 2008. Altogether 122 periodicals are collected. The reason the author chooses the periodicals in the above time range as research objects is that socialist market economic system was established at the 14th NCCPC, in the year 1992. The nature of media industry in China has been valued and nature of information industry in news media has been proposed. Hence, the marketing practice in China is considered to have been activated since the year 1992. Through the analysis of the collected data, the author finds that two major historical events occurring between 1992 and 2008 have had great impact on the marketing practice in Chinese News media. The main feature of the impact is that most articles relating to the marketing notion in the periodicals in those years are based on the background of these two major historical events. One major event is the establishment of the socialist market economic system at the 14th NCCPC in 1992, and the other is China's entry into WTO in 2001. As a result, the author divides the total 17 years (1992-2008) into two phases, according to these two major events. By examining the key words in the articles in each phase, the author summarizes the marketing notion in the field of Chinese news media.The proposition of a notion needs the materials from social life, at the same time, the newly proposed notion can cause a powerful reaction in social life. In the media circle, the change of the marketing notion is closely related with the development of the political, economic and cultural life of the society. Only when the society proceeds, can the news marketing practice and notion be developed.The nature of notion suggests that previous studies can guide current practice. However, just as the great philosopher Hegel said: "the spirit of past surpasses the reality of present", the author suggests that the studies discussed in this paper should not only guide the current practice, but also the future practice. It is hoped that the study of the change of marketing notion in this paper will not only shed light on the news marketing practice in the present China, but also on the construction of a new marketing notion and the practice of a new marketing strategy in the future of China.