China Industry Newspaper Development Strategy

In this paper, the SWOT strategic analysis tool to explore the strategic positioningof the newspaper industry and developing countermeasures.Through the study found, thanks to computer technology and communicationtechnology has matured, the Internet and mobile networks based on new media thriveon to newspapers, television, represented by the traditional media has a huge impact.Since2009, the world’s top three economies, but also the advertising market rankedin the world top three countries: the U.S., Japan and China, the new media in theadvertising market, accounting for succession beyond the newspaper ads, in variousmedia, second only to television advertising, ranking second.The newspaper industry in the new media under tremendous pressure, showing signsof waning: a huge loss of newspaper readers, the proportion of the advertisingmarket has been declining, many European and American newspaper operatinglosses, deficits, unsustainable. This phenomenon seems to be the future developmenttrend Newspapers: Newspapers from other media types as of this "paper" willeventually disappear, and this "paper" of the brand and the brand new body willoperate the network in the form of continued exists. Meanwhile, the newspaper willalso lose its status of mainstream media, the same as today’s broadcast, marginalized.Chinese newspaper industry to benefit from the policy protection and advertisingmarket growth year after year, by the impact of new media or press downward trendwould be far more than the U.S. and Europe slowed down. But also felt the pressureof declining performance after2012, the Chinese press will begin to enter transitionThe newspaper industry as an important component of China’s newspaper, newspaperpressures facing the industry at the natural inevitable. Only because the newspapercompared to other types of administrative resources more on the advantages of thenewspaper industry,"winter " came a little bit late. However, the policy is often adouble-edged sword. Industry report is a product of institutional, policy benefit limitnewspapers and other administrative measures, the industry reported to be born andgrow. Once the policy is changed, so that the newspaper industry lost the policies forthe protection and administrative resources, and many other advantages to the currentstate of the newspaper industry and the level in the huge market pressure, will escapethe losses to close down. Therefore, only a rainy day, in the limited time, take advantage of the currentfavorable conditions to carry out in-depth thorough reform, the industry reportedadvantages to a winning situation, ushered in a brighter tomorrow.