Developing Strategy Study Of The Rural Newspaper Market In Fujian Province Empirical Research Of Nanjing County In Zhangzhou

In recent years the Party Central Committee has attached great importance to theconstruction of new socialist countryside, which is essentially to drive theconstruction of socialism with China characteristics by overall developing andimproving the rural economics, politics and culture. The construction of new rural is ahuge and tough historic task which is related to the all-round development of Chinesesociety. So as an important force to the socialism spiritual civilization and culture, thenewspaper is supposed to play an important role in the construction of the newcountryside. The article focuses on the research into the problems relevant to thecurrent situation of newspaper in rural areas of Fujian Province to provide valuableacademic reference for the development of the newspaper in rural areas. At the sametime, it is hoped that the research can contribute to the development of the newspapermedia in rural market of our province. Besides, the development thinking is useful tobuild other areas even the whole country.Based on data collection and research to the current situation and thedevelopment trend of the newspaper industry in rural areas home and abroad,according to the principles of integrating theory with practice, the article makesa research into the development strategy of the newspaper industry in rural areas ofour province through kinds of ways like questionnaires, yearbooks reference,literature search, visiting and investigational study, material analysis, case researchand so on. First of all, by questionnaires and field work and the research into theessential characteristics of the respondents, we get to know the popularity of thenewspaper in the rural areas of our province and find the problems such as seldomvillagers getting use to reading newspapers, few subscribers, few kinds of newspapers,narrow-published channels, the coverage be not meet the demands from villagers andso on. Secondly, by finding out main factors restricting the development ofnewspapers in rural areas of our province, it is known that the situation is result fromseveral reasons including rural economics media, limit of villagers themselves and integrative factors such as the lack of support from administration and so on. By thefeasibility analysis in various ways and from various angles, it comes to a conclusionthat there will be an expansive development space and a potential market fornewspapers in rural areas. Thirdly, by the case study, the successful experience of theSouthern Countryside newspaper brings the inspiration. Finally, in view ofcharacteristics of the current situation, problems and demands mentioned above, wefigure out targeted and practical measures and suggestions to speed the developmentof newspapers industry in rural areas of our province and raise the strategicconception of post-newspaper times to better face the situation of countryside andagriculture and to meet the cultural and technological demands from the majority offarmers, and also to deepen the construction of new socialism rural and to establishthe socialism harmonious society.