The Research On The Development Course Of The Diversification Of The Newspaper Industry

Newspaper industry has the dual attribute, one kind belongs to the ideology category, one kind is the industrial attribute. Before the reform and opening up,the newspaper not fully reflect the dual attributes of newspaper, just as the ideology of media and government media propaganda tool. With the development of market economy, "institution,enterprise management"popularized in Chinese press. The industrial attribute of the newspaper industry returned. So as a business organization, the newspaper industry makes the profit as its core objectives.This paper is mainly simple combing the course of development of traditional media diversification, to discover the characteristics and rules of the newspaper business development in the process of describing. In order to facilitate the description, the process of the development of the diversification of the newspaper industry is divided into three stages. From 1978 to 1995,newspaper business attribute regression and multiple business start; 1996-2011,the return of the commercial property of the newspaper industry and the starting of many kinds of managment;since2012 in the new media ecology environment, diversified operation is difficult to save the newspaper industry. Stage division may not be very standard, but as a descriptive point of view.Newspaper relied on advertising revenue to support its survival, and then by the market system, new media and other aspects of the impact, which makes the newspaper can no longer rely solely on traditional business models to profit. The newspaper began to walk on the road of diversified development.In fact,the press in the process of diversification,there is a shift from active management to more passive self rescue.Prior to this,the newspaper occupies a place in the media,its advertising,distribution and other main income can be self-sufficient.The newspaper to carry out diversification is to stay in the economic tide,earning more money.And then the press was hit by the new media.and the survival was in jeopardy.At this time the newspaper industry to carry out diversified business is to find an effective way to save themselves.If the diversification of the newspaper industry from the point of view of the operation of the content of the stage,it can be divided into three stages:business diversification of the business entity,capital operation and expansion,and the new media convergence.At first,the newspaper business related to a variety of business entities.Then the newspaper began operating on trade,real estate,manufacturing and service business.Press touch the capital,from a simple cooperation with the capital,to the market,and then to the use of the original capital accumulation capital expansion.In the process of integration with new media,at first the newspaper just wanted to create a new media platform.Now the newspaper industry has realized that only the new media as a medium,to seek new profit model is the most important.After the diversification development of the newspaper industry,we can see that the development of diversified business.We can come to the idea that the newspaper industry management is transformed from the advertisers to the audience,and the mode of operation is changed from simple relying on the selling layout to the full range of business transformation.Now the tentacles of the newspaper industry can be described as a commercial economy in all corners of the field. Even so, the traditional newspaper is spent in the winter.If it is the first time that a variety of management failures are mainly managed,the biggest threat to the newspaper industry is the technology.The diversification can press with the hope of life and can make the sideline feeding the main industry.But the newspaper do not forget their own social responsibilities.