碩士 / 銘傳大學 / 傳播管理研究所碩士班 / 97 / The traditional newspaper industry in Taiwan has almost come to the end along with the termination of Min Shing Daily. In recent years, China has gradually opened up the media and telecom markets, foreign investment then have the chance to invest in China’s media industry in the future. Therefore, this study is focusing on the newspaper context of the subsidiaries of Shanghai Newspaper Industrial Group, in order to observe the differences on the same kind of newspaper, and to provide a reference for investing China’s Newspaper Industry in the future.
This study is mainly taking the newspaper contexts from two newspaper industrial groups for comparison, to see how Shanghai Newspaper Group does the marketing segmentation in the same area, to observe its editing policy, and to analyse the resource allocation and competitive relationship of both groups. The objects of this study are chosen from two press groups, a parent newspaper and a subsidiary of each. They are “Xinmin News” and “Oriental Morning Post”, the subsidiaries of Wenhui-Xinmin United Press Group, and the “Jiefang Daily” and “Shanghai Morning Post”, the subsidiaries of Jeifang Daily Press Group.
The research period is based on the “Two Conferences”, NPC & CPPCC, major party political conference held in China every year, which is from March 3rd, 2009 to March 18th, 2009. Observing 1129 pieces of news context of the four newspapers to see how the parent and subsidiary newspapers affect under the competitive markets, and what characters each of then have. This study also helps to understand the editing strategies and allocations of Shanghai Newspaper Group by in-depth interviews.
This research has found that the four newspapers from Shanghai Newspaper Group have similar sections; however, their bodies are obviously very different. Each of them has their own characters and their own group of readers, and those are clearly shown in the news contexts. All four newspapers apply their resources in order to reduce the niche overlap and to increase the market segment, niche width, and of course, their own market advantages. Therefore, although plenty of newspapers exist in Shanghai, each of them builds up their own impressive image for their own special readers.
| Identifer | oai:union.ndltd.org:TW/097MCU05375044 |
| Date | January 2009 |
| Creators | Yi-Han Liu, 劉宜函 |
| Contributors | 作者未提供, 許志嘉 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 161 |
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