Research On Operation Strategies Of China Undergroud Newspaper

In the age of the rise of the Internet and the fast developing of digital information,the traditional media should also seek new changes,choose a way with the times to engage a better method to develop.At present,there are two main paths for newspaper to develop new changes,the first one is take advantage of the new media,follow the way of digitalizing.The second one is use the free newspaper,in order to find an available space for traditional newspaper to live.Specific to the Chinese mainland market,the most of free newspaper is the underground newspaper.In the 20 underground newspaper media organizations in China,the "First Time"(Shenyang)and the "Metropolis Daily"(Shenzhen)are regarded as the representatives because of their good resource and development.The purpose of this paper is to analyze the successful experiences of the two underground newspaper' reports-the "First Time"(Shenyang)and the "Metropolis Daily"(Shenzhen),to discuss the successful experience of the operation of China Underground Newspaper.Meanwhile,in order to advice the further suggestions in the future.In the introduction part,I demonstrated the definition of Underground Newspaper at first,analyzed the characteristics of the newspaper,and inspired the development situation of underground newspaper on western world and China mainland.Then,on the first part of this paper,I used the comparative analysis method to analyze the differences between the "First Time"(Shenyang)and the "Metropolis Daily"(Shenzhen).In the second part,I used the analogy analysis method to analyze the similarities of these two different newspapers.All above analysis content are based on the case study method.Finally,in the third part,I summarized the experience of development and operation of China Underground Newspaper.