Research On The Current Situation And Countermeasures Of Market - Oriented Military Newspapers

Military newspapers are regular print publications for public release of military news. Traditional military newspapers to promote as the main task, focus on guiding the people to enhance the concept of national defense and sense of urgency, focusing on guiding the military to carry out military strategic policy.After entering in twenty-first Century, a series of market oriented military newspapers have been published. The market oriented military newspaper is a useful attempt to respect the law of the news dissemination, and actively explore the road of the market.The marketing 4P theory as a guide, to the defense times this typical market of military newspapers were analysis and research, and on this basis to point to the surface, the market of military newspapers faced difficulties and possible breakthrough strategies are analyzed. This paper is divided into five chapters. The first chapter, the author from the analysis of the new media in the impact on the traditional media serious to study the significance of market of military newspapers; the second chapter, the author mainly introduces the historical evolution of market of military newspaper. First of all, the author give the market the military newspaper under a definition, then, the author from the market and the military newspaper is closely linked to the international news weekly with introducing the origin, the military newspaper market finally, the author introduces the development history of two typical market “China defense military newspaper- News-military special” and the “national defense times”; the third chapter, the author analyzes the “national defense times” features by 4P theory, 4P’s first P product, and reports from the topic, style, genre, news reports field, entitled five aspects in detail elaborated; the fourth chapter, the author also studied 3 P 4P in the theory of price, channel and promotion; the fifth chapter, the author takes the point to the surface, from the “national defense times” this case to the entire market across the military newspaper, pointed out that the market Military newspapers are faced with three difficult problems: variety reduction, loss of readers and decline in advertising, and the countermeasures are given from two aspects of product and management.