Study On The Development Strategy Of The Old Newspaper Industry Under The Background Of Aging

It is a disputable fact that China has entered into an age of aging.Being the most powerful watchman,the identity and dependency of the aged is much higher than the young groups.Therefore,it is important to explore the development status and development strategy of the newspapers for the elder people,and to provide a new path for the sun setting traditional media.Internet plus era,the new media is strongly squeezing the survival space for traditional media,by pursuing researches,the China South Publishing&Media Group found that there still has a broad space for developing the older media,and for this reason,Happy Newspaper for Elderly was founded in September 2009,and three years of sales exceeded a million,which is worthy of the name China's First Paper Media for Elderly.Of such an industry miracle,the author tries to explore the successful development strategy of Happy Newspaper for Elderly.From the strategic position,Happy Newspaper for Elderly found the opportunities of paper media for the elderly firstly;and it's also the first paper media which changed from the traditional to the new media;and also precisely positioned the psychology of the elderly.From the point of view of content setting,taking "filial piety" as the editorial policy,Newspaper for Elderly focus on service awareness in layout settings everywhere.From the point of view on marketing,the newspaper creatively sets up a marketing platform for postal media,which transformed the distribution channels into partners,so as to achieve mutual benefit and win-win situation,and in order to enhance the newspaper brand influence,the newspaper devote itself to create a diversified ground activities for its brand.From the point of view of business strategy,the elderly newspaper relying on the newspaper itself to develop the elderly media cluster,and strives to build a cultural industry chain for the elderly.Nowadays,the development of the newspaper industry are facing difficulties,due to the impact of new media technology.Although there exists great potentiality in developing elderly newspapers,it still faces lots of dilemma such as:the impact of new media,the losing audience,homogeneity of the newspaper content.And in order to make the elderly newspaper breakthrough the barrier of traditional media and promote the development of an aging society,it also needs to make more efforts in the following areas:contents,talent,and vision.Promoting the positive aging by putting the foundation of the newspaper forward;taking the contents as the target to cultivate the influence of the brand;marketing changes,focusing on the media operations;talented person at first,to establish excellent editing team;embracing global vision to create clusters of the media industry.