Research On The Development Countermeasure Of Newspapers For The Elderlyin China

China has already entered the aging society which will exert profound effects on the economy,politics and culture of our country as well as people's life.With the improvement of living standards,the elderly pay more and more attention to people's spiritual and cultural needs.Whether the traditional media such as newspapers,television and radio,or the new media based on the Internet,they have already focused on this large number of older audience.The newspapers for the elderly have begun to take shape with relatively stable audiences and fixed patterns after more than 30 years of development.In the face of serious ageing problems and unceasing transformation of information dissemination way,what are their present situation,the restriction factor and the challenges? How the future unfolds? These are the problems of this thesis to illustrate and discuss..Chapter one,as an introduction,introduces the research background,the purpose and significance of the research,the research status at home and abroad,the research ideas and methods.The primary coverage to be studied in this paper also be put forwarded in chapter one.Chapter two introduces the theory and method,such as strategic management theory and newspaper management theory.Chapter three reviews the development history of the newspapers for the elderly,and then analyse the development status,including the types,contents and operating characteristics of the existing newspapers for the elderly.Finally points out the problems including the loss of audience,old-fashioned management system,weak management consciousness,lack of content construction,lack of internet thinking,etc..Chapter four has conducted comprehensive analysis about macro and industrial environment of the newspapers for the elderly based on PEST analysis and Michael Porter's Five Forces Model,which lay the research foundation of future development strategy in the next chapter.Chapter five puts forward effective suggestions for the further development of newspapers for the elderly from the orientation,content construction,media integration,market operation and talent team construction,etc.,which are the key points of this thesis.In the process of thesis writing,the author communicated with a number of staff involved in the old institutions,and interviewed with senior editor of B newspaper office.At the same time,the author strive to comprehend the status and existing problems in multi level and multi aspect by organize elder reader discussion and questionnaire survey,so as to laying the foundation for the research of the thesis.