Study On The Circumstance And Management Strategy Of Chinese Newspaper Websites

Recently, a few domestic and overseas web sites have declared the news of profiting. Whole Internet industry begins to take on the trend of resuscitating. Of course, China doesn't make an exception. Having come through downturn of 2001 and 2002,Chinese Internet industry has received a foison. Sina.com,sohu.com,163.com, three domestic portal sites declare the news of profiting again in 2003 after last year. The most representative network Increment service corporations in China ,such as tencent.com,3721.com,51job.com,ctrip.com,ourgame.com and so on, had got through severe winter and begin to profit from 2002.But there is a pity that no newspaper website has started to profit. Chinese newspaper websites haven't made a little progress for these years. Society benefiter is Chinese newspaper websites' primary motive, but in order to sustaining development these websites have to be in pursuit of economic profit. The most confused thing for Chinese newspaper websites is how to obtain nicer economic profit with Society benefiter being primary. Therefore, this thesis probes into the working and developmental strategy of Chinese newspaper websites.Firstly, this thesis looks back the develop history of Chinese newspaper websites, and summarize the characteristic. Then analyses deeply especial managing orderliness and working of Chinese newspaper websites after analyzed the actuality from the number of acceptor's browsing ,content and service,managing circs,competing with commerce websites. At last, three managing thoughts of Chinese newspaper websites are binged forward. Confirming the websites subject, that is positioning market, is the first thought. About this, the article resolves from three factors, such as accepter market segments, selecting accepter target market, and market positioning so on. Of course, it is based on correlative Marketing theoretic and take newspaper websites into account. Extending and managing virtual community, that is erecting and exalting brand, is the second thought. For this, the article puts forward the model of selecting brand. Then discusses about extending brand and boosting brand loyalty. Profiting mode is the third thought. Analyzing the profiting mode of Chinese newspaper websites of these days, and consulting domestic commerce websites and overseas newspaper websites put profiting mode is put forward. I hope that this thesis can gave Chinese newspaper websites in explosion some positive references.