【作者】 刘光金；

【导师】 吴文虎；

【作者基本信息】 暨南大学 ， 新闻学， 2002， 硕士

【摘要】 中国的报业在改革开放的20多年来获得了长足的发展，报纸的门类从以前的一个声音、一种模式逐步多样化，在党委机关报为代表的主流报纸之外，以满足读者消遣为主要目的的大众化报纸在各个城市蓬勃发展，大有超越主流报纸之势。 20多年来的报业体制改革，主流报纸在增强整体实力的同时，面临着来自大众化报纸的巨大竞争压力。在市场化的进程中，主流报纸如何顾及读者需要、如何将主流的声音与当地的实际情况相结合作出最好的解读、如何扭转发行量下降的局面、如何改善主流报纸发行覆盖面不科学、如何提高主流报业的经济实力等等，都是主流报纸在新闻业务和报业经营上迫切需要解决的问题。 在市场化的进程中，主流报纸不得不面对中国“入世”带来的影响。“入世”对主流报纸的直接冲击不会很大，但由此带来的观念和管理手法的变化将对主流报纸产生深远的影响。 面对着市场化带来的困境，主流报纸突破重围的路子应选择以市场的手法壮大自身的力量，组建报业集团，实现跨媒体、跨地区、跨行业的全方位发展战略。主流报业在加快市场化的进程中，应特别注意强化核心竞争力，以资本运营为主要手段，推动报业深层次的改革和发展。更多还原

【Abstract】 In the twenties years of Reforming and Opening, the newspaper industry of china has made a great improvement. Citif ied-paper is published in many cities, which focus on entertainment is welcomed by the citizenry. The appearance of Citif ied-paper has changed the formed structure of the newspaper, and have attracted more and more readers. Besides by the mainstream-paper, people have some new channels to get news or information. Even more, the Citified-paper has the tendency to t overrun the mainstream-paper, on the other hand, the mainstream-paper is reducing to extremity on it’s road to market.On it’s road to market, the mainstream-paper have to deal with a lot of difficulties which not only exist on journalism business but also on the management, such as how to ingratiate the readers, what the way is to unscramble the mainstream voice and make it fit to the local situation, how to change the downside of circulation, how to improve the unscientific circulation and how to improve it’s strength.Besides the extremity on the road to market, the mainstream-paper has to deal with the affect that is caused by the China entering WTO. In fact, China entering WTO would not impact directed, but the implicative changes of concept and management skill should affect the owner of the mainstream-paper deeply.Facing the extremity, what the mainstream-paper can do is to strengthen itself on the road to occupying readers’, advertising, and the other business’ market. Using the experience of other multinational news-product groups, our mainstream-paper should develop our newspaper-product group, make up the diversification management of multi-media, multi-district and raulti- business. We shall be intentional to aggrandize the capacity of core- competition and apply the capital-operating, and then furtherance the deep-reforming of the paper-administrating system.更多还原