Qilu Evening News Qingdao Edition Operation Analysis

In the year 2005, Qilu Evening News opened Jining and Linyi local news version. By then, Qilu Evening News Local Edition was in full bloom across the province. Currently it has Yantai, Weihai, Qingdao, Weifang, Tai'an, Jining, Linyi, Liaocheng, and Dezhou local versions. Its average annual growth rate of the local version is more than 30%, and its average daily circulation is 50,000 copies in each region.However, in Qingdao, the most developed city in Shandong province, the local version was in tragically lost:just over 1 million in revenue and daily circulation of only 10,000 copies. The population in registration of Qingdao is over 8,000,000. If we take migrants and non-registration population, the number is over 10 million in total. In 2009, the GDP of Qingdao reached 500 billion yuan, and the retail sale of social consumer goods was 146.48 billion yuan. The citizens'income was 20,464 yuan per capita. There is still huge room for the journalism development. Some newspapers like Qingdao Xinbao, Qingdao Convenience Metropolis, although their opening time is not long, they have fast growth rate.The local version is vital to the development of new space, if Qilu Evening News only has a little copies in the coastal city, how can it maintain its dominant position?Within six months of the time, the author did the research by making and collecting questionnaires from ordinary readers, news-stand owners and people in the journalism circle. The investigation focus on the current state of the market in Qingdao, including advertising prices, reader groups, newspaper reading habits, newspaper content and style, treatment of employees and pay incentives, the competition situation and so on. This thesis is not only restricted to a single discipline, but also includes media integration, media management, market research and analysis, branding, distribution management, audience psychology, organizational behavior, human resource management, media events and other aspects. Qingdao version needs to be redefined, expanded and enhanced its people's livelihood news in the public life and improved its front page image. It should combine the audience needs to the headquarter activities. It should implement a series of staff training and motivation to support grant reports. Qilu Evening News has made many successful event planning such as auto and home exhibitions, thus it can copy those planning to the local version. But the key issue is how to copy and how to innovate. If the competitive local media have other similar activities, Qilu might consider doing more detailed and sophisticated exhibitions including some public welfare activities.