| The statistical results about China Internet network development situation reflected that china already have 632 million Internet users until June of 2014 and created 14.42 million by over 1.1 percentage point netizen during the first half year of 2014. For now, the Internet penetration rate in china is 46.9%. At the same time, the scale of mobile Internet users who make up the larger part of Internat users, are 527 million in China, an increase of 26.99 million from the end of 2013,. The percentage rose to 83.4% from 81.0% in 2013. The numbers of statistics convincing us that a new generation of information technology, especially digital new media technology, revolutionary changes with each passing day for our daily working habits, way of life, thinking habits and communication media. The numbers of net potatoes are still growing rapidly, and the mobile Internet also impact on the traditional media extraordinary, especially to earn their livelihoods from advertising by paper print. In commercial field, traditional economic enterpreneurs advocating the pareto principle, which means 80% of its benefits from 20% products. In other words to say, the business is located in the sales curve on the left side a few popular items, while the curve to the right most of the less popular commodity, is not the law is defined as the sales force and not make blocks. The once the iron rule of the business world, however, was broken by the rise of the Internet. Americans Chris Anderson in his wired magazine in 2004 for the first time put forward the "long tail effect", used to describe such as amazon, Netflix and Real.com/Rhapsody website of business and economic mode. "Long tail" said broad sales level to 98% of the products has a chance to sales, which has a long tail feature commodity will increase the value of the enterprise profit space. Not only that, the size of the long tail goods still staggering, its total cost of the goods even can contend with best-selling goods. This theory is being widely used, and will be widely used for a long time in within the field of traditional media. The traditional media, especially in print, both in terms of content, reading groups, classified advertisements a niche market segment, occupied by a wide variety of "small".Although the city daily newspaper with popularization and marketization benefits quickly seize the market, to attract the audience, become the upstart newspaper during processed of market-oriented reform in Chinese news media industry. However, it still confront a lot of troubles due to the homogenization of newspaper content is serious, the lack of innovation, irrational talent structure, industrial competition, as well as the most important new media technologies derived from the Internet, in particular, the challenge of mobile media. Today, the the paper-printed news market has been "torn in pieces”. it has to survive in the cracks, the prosperous prosperity at one time is only stay on the surface. The theories of "Long tail" and "niche market" for the development of city newspapers undoubtedly inject a breath of fresh air, or provide the entire newspaper a new theoretical guidance.In this paper, based on these two economic theories, through an extensive review of the literature and information on the range of the economy, combined with the actual situation of China’s current stage of development of city newspapers, by dividing the social classes to subdivide the reader; accurate advertising with identify the target advertisers; the future development of professional quality personalized packaging, long tail approach developed to serve these Metropolis icebreaking. |
PDF Full Text Request