Study On Chinese Traditional Newspaper Industry Declining

From an international perspective, the role of press and publication has become increasingly prominent because of national cultural soft power game between countries. As head of the traditional media, newspaper is an important carrier of the mass media, relating to national ideology of stability and security, and plays an important role in the consolidation of positions by public opinion, guide public opinion and development of the media industry. Faced with fierce competition, rapid changes in the pattern, global newspaper sales continuing to slump, and rapid encirclement from new media, the newspaper is facing an unprecedented crisis. In China, the news publishing industry has become a new growth point of national economic development and the important focal point of accelerating the transformation of economic development pattern. Its development will face new and higher requirements. As a publishing powerhouse, it is essential to the traditional newspaper industry development. From the perspective of industry, Clearly accurate identification on industrial development stage is the basis for formulating industrial development policies. Only having an accurate perception of the development of newspaper industry, companies can only pinpoint focus adjustment. Also that will influence policy makers planning, help the government to develop accurate and correct adjustment of industrial policy and targeted development strategies. Therefore, the theoretical discussion of this issue has important practical significance.Chinese traditional newspaper has undergone——the administrative units to be enterprise-like corporations in management——to move towards the development stage of modern enterprises. By the analysis of relevant literature and data found that traditional newspaper industry is already showing many characteristics of declining industries. However, there is a dispute about whether traditional newspapers is going through turmoil period, or had already entered recession cycle in the academic circles.In this paper, using method of system analysis, drawing on the theoretical framework of industrial evolution system analysis, systems industry recession is derived on the basis of this mechanism. And According to the identification method based on declining industries, combined with the actual newspaper, using six criterions judge whether the traditional newspaper industry in China is a declining industry, which are the increasing rate of advertising revenue of newspaper industry, the proportion of the newspaper industry advertising revenue in the four traditional media advertising revenue, the increasing rate of the newspaper number, the increasing rate of the newspaper circulation, the newspaper possessive quantity per a thousand people and the Pearl Curve Model. After analyzing the data, the elementary conclusion is that the traditional newspaper industry in China is a declining industry, and 2007 as a key turning point,2012 as the recession of the watershed. According to the analysis, a system of newspaper decline mechanism and power system is established. Clarified the underlying causes of downturn of newspaper industry in China, it is provided targeted solutions for the newspaper industry in transition.