Community Development And Innovation Strategy Of Newspaper

Community newspaper in china only has more than ten years of development history, butin the west community newspaper as one of the oldest kind of newspaper has passed more than300years, and more and more be taken seriously. Under the background of a strong rise of theInternet, traditional newspapers encountering unprecedented survival crisis, the success ofwestern community to make it gradually brought to the attention of the industry.Our Community newspaper is the traditional newspaper under the network and the impactof the market segmentation of the background in order to seek their own development anexploration, many domestic metropolitan newspapers to build the issue of community newspaper.Although the community newspaper in foreign countries has been very mature, but because ofthe differences between Chinese and western, the successful model can not be copied directly,most of the domestic community newspaper is still in the exploratory stage and pathfinder.In this paper, a community newspaper as the research object, is divided into four parts of.The first part starting from the community newspaper and perspective of development at homeand abroad, the paper introduces the basic connotation, the significance of community newspaper,and select the representative America, Canadian community newspaper summarizes theiradvanced experiences as a case, and the background and process of China’s development ofcommunity newspaper also introduces, establishes theory this part of the study for the following.The second part and the third part is the core of this paper, the selection of the Ji’nan communitynewspapers as a specific case investigation and research. Based on the field investigation, thispaper introduced the status in three samples, and compared with the analysis. In addition,according to the developing situation of Ji’nan community newspaper, the SWOT analysis of thedevelopment model. In the third part, from the community newspaper audience samplequestionnaire survey was conducted, and the results of the survey and data statistical analysis.Based on the development of community newspaper in Ji’nan, this paper points out thedifficulties and problems including Ji’nan, the domestic development of community newspaper.Based on this, put forward the innovation strategy in the fourth part of the article on thedevelopment of community newspaper, to narrow the location as foothold, separately from thecontent strategy, distribution strategy, relying on the angle of business expansion of new mediainnovation strategy. In the study, through analyzing the western community newspaper can cause lasting,healthy development and comb out we could use the experience, found by comparing Chinesecommunity newspaper development bottleneck and potential. In addition, studies focus on theside of the community newspaper, from the point of view, the Ji’nan city as the backgroundinvestigation and analysis. Ji’nan’s community newspaper development present situation,although not the most leading, but the problems encountered in the development of it and mostparts of the country have similarities. Through the investigation and analysis of Ji’nancommunity newspaper, so as to the development and innovation of community newspaper inChina to provide a reference point.