Study Of The Development Strategy Of The Local English-language Newspaper In China

Since China initiated the reform and opening to the outside world, the development of the local English media has become an obvious trend in China, with the local English newspaper as an important part among China's English media. From Beijing Weekly started in 1991 to Chengdu Weekly established in 2001, seven local English newspapers appear in only 10 years covering the central cities of China's five economic zones. Besides the two mentioned above, there are Beijing Today, Shanghai Star, Shanghai Daily, Guangzhou Morning Post and Shenzhen Daily. They have been playing an irreplaceable role in serving the foreigners coming to China and making certain achievements in promoting international communication. But a lot of problems exist in their developing process. For example, the international communication effect needs to optimize, the developing situation needs to improve and the foundation for sustainable development needs to consolidate.Based on the current developing status of the local English newspapers, this thesis deeply analyzes various affecting factors from aspects of management system, language, cultural differences, media positioning and financing. Besides, it gains helpful inspiration for the local English newspapers' sustainable development through the analyzing of the marketing theory and theory on communication psychology, based on which this thesis puts forward five strategies to help the local English newspapers gain the dual harvests in social benefits and economic benefits.