Research On The Stock News Reports Under The View Of The Demand Of Audience

The rise and development of stock market in China,drastically raise the needs andresources of finance information as a for sure consequence. Nowadays, stock news report isnot only a communication channel between investors and stock market, but also the mostimportant information intermediary, which has contributed to reducing the informationasymmetry between corporations and investors.The demand of audience has strong influence on the disseminating effect. Currently,under the trend of media convergence, stock news report reporter and editor are the mostimportant parts in8h publishing. Only on the meeting with the demand of audience can stocknews report better achieve its spreading effect and enhance its competitiveness.The core subject of this paper is research on the stock news reports under the view of thedemand of audience. In detail, it is talk about how to optimize content and form of stock newsreport from the perspective of the demand of audience.This essay point out the consequences of audience—oriented Securities Journal newwriting and editing. In this paper，the need of the audience is divided into five aspects，including the need for information，for trueness，for timeliness，for beauty and for closeness.Such demand of the audience must be took into consideration when writing and editing ofreports.Most importantly，this essay explain the present situation of stock news report how tomeet the demand of audience based on empirical analysis. The Chinese stock news report，asubsidiary product of Chinese stock market, shows its shortcomings and weak points asfollows due to young history of twenty-two years.1. The authoritative news media with thepriority to release information but lack of depth.2. The contents of the reports can’t providerelative service to satisfy the audiences.3. The narrative way of the reports do not use WallStreet Journal Formula.4. The newspaper layout and design lack of visual impact. All ofabove show that the professional stock news reports keep a distance from the popularaudience by the overrun of “Professionalism”.Finally, the paper consider and point out the ways to optimize the contents and forms ofthe stock news report from the perspective of the demand of audience based on empiricalanalysis, to improve its practicability and readability. It has important significance for the future development of the Chinese stock news reports.