A Study Of Innovation And Reform Strategies Of Southern Weekly From 2001 To 2010

Southern Weekly launched in 1984 as a tabloid and now it's the most influential newspaper which enjoys high credibility. Southern Weekly not only follows the times development and readers'needs, but also participates in domestic media reform so that it has achieved a remarkable success.The thesis is composed of four chapters to analyze the innovation and reform strategies of Southern Weekly.The first chapter studies the background of Southern Weekly made innovation and reform. As a witness and note-keeper, newspaper is closely related with the social transition. From 2001 to 2010, China's social environment had changed dramatically, so Southern Weekly also initiated a profound change.The second chapter looks into changes on the text content which is obviously reflected in the front-page news. Generally, text content is the key to attract people reading newspaper. This chapter analyzes the front page news, review edition and disaster coverage, so that we can understand the reason of its transformation and reform.The third chapter examines the brand operation conception. Southern Weekly is a commodity which produces information, so here to analyze its business model, brand management, advertising strategy, crisis management and other aspects of innovation and reform ideas. Facing the increasingly fierce competition, Southern Weekly starts to cooperate with new media.As we all know, the development of networks is an irresistible trend, so the traditional media has to spare no effort to promote the networking reform. Southern Weekly actively found its own way to catch up the trend and built its website which matches newspaper, then kept up the pace of newspaper net interaction and finally achieved a win-win goal.Southern Weekly keeps innovation and reform to make it the most popular newspaper in China, and also influence the other newspaper by its advanced news conception and management strategies.