Chengdu The Metropolis Retail Readers In Morphology. Empirical Research

With the quantity and species of the media increased, the media environment becomes more and more complicated, and competition in media makert is becoming increasingly acute. Under this circumstance, the advantageous postion of newspaper was shaken, so gain readers become the focus of the newspaper market competition. Chengdu as the land of city newspaper birth, where is fierce competition in the newspaper market as easten newspaper market. So, in the background of newspaper industry development slowed down in international and domestic, it's very necessary to reexamine the retail readers'modality in Chengdu area. Therefore, this research hope to adopt the qualitative and quantitative research to descib the modality of retail readers of city neawspaper in Chengdu area, through analyze the behaviour of the readers contact the media to find the laws of the readers contact the media, and provide some reference and suggestions to running newspaper in Chengdu area.This paper mainly used method of the questionnaire, and by analyze the city neawspaper's retail readers'characteristic of structure which including reader's gender,age,level of education and job structure in Chengdu area with the investigation data to descib the appearance of retail readers possessed by city newspaper in Chengdu area at present, and analyze the behaviour of the retail readers read the newspaper, in order to provide some reference to each newspaper realizes its'readers. At the same time, the paper also analyze the characteristic of retail readers of each news edtion piece which including local, national, international, entertainment, sports, financial and special column news edtion piece. The fourth chapter summarizes the laws by targeted readers'saturation and rate of readers must read the news, and the laws are the retail readers choose which news of each news edtion piece in West China City Newspaper and Chengdu Economic Daily should be read by according to headlines. The fifth chapter compares the self-location of West China City Newspaper and Chengdu Economic Daily with readers get their evaluation.At last, the paper reaches the following conclusion: the retail reader of city newspaper in Chengdu area is middle and young male of middle-income and high educationed; different news edtion piece corresponds to different reader; different reader pay attention to different news of each news edtion piece, and different reader have different criterion of value to each news; the location of city newspaper and the evaluation of readers get to the newspaper reach a fairly standar. Through study, the paper provides some suggestions to city newspaper post thier reader of each news edtion piece, produce and edit news.