A Study Of Chinese Newspaper Marketing Competative Strategies From The Analysis Of "Southern Metropolis Daily"

Since1978,Chinese Reform and Open,there have been historic great changes in allaspects of the whole industry.These historic changes also affected each step of China’sdevelopment.Soon later,spiritual needs became eager to be met,after the demands on materialshave been satisfied.Under condition of market economy,a profound revolution in newspaperindustry took place to fit the requirement of"institution managed as enterprises".For amoment,newspaper industry competition was growing in intensity.At that time,the emergenceof the“new media”also brought more fierce competition to newspaper industry.It was atrend,age of omni-media has to transform from cooperation-competition to integration.We canalso see that,this would also be a long process.This paper presents an analysis of the influence of the market environment to Chinesenewspaper industry and the external pressure of it.By using“Southern Metropolis Daily”as anexample,the author analyzed the coping strategies to deal with the competition in the industryand making great development,by perfecting its own conditions,in many aspects,includingcontent,reader,price,publishing.etc.In order to deal with the new media environment,comingwith the innovation of propagating technology,newspaper industry should take a double-winstrategy of the cooperation by using digital tools.This strategy would also be the key to havethe market share of newspaper industry.