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中国加入 WTO,给中国媒体走向世界创造了机遇。国内媒体怎样走向世界,加强与国际同行的交流与合作,壮大自身实力,以应对激烈的国际媒体竞争,是我们面临的新课题。在所有媒体中,报业的书面传播特点,使其不同于电视台可通过卫星转播,也不同于网站可通过因特网传播。因此,报业要向海外拓展,必须走出国门,到海外扎根并开花结果。本文通过总结和分析国内一些先行走向海外的报业的基本做法,并结合我国及当前国际的实际情况,提出了一套适合我国报业向海外拓展的基本策略,以应对我国报业市场即将面临的竞争压力。
China’s accession to the WTO has created opportunities for the Chinese media to go global. How to go global with the domestic media, strengthen exchanges and cooperation with international counterparts, and strengthen their own strength in order to cope with the fierce international media competition are the new topics we are facing. In all media, the print communication characteristics of the press are different from those of television stations that can be transmitted via satellite or from the Internet via the Internet. Therefore, to expand overseas, the newspaper industry must go abroad and take root abroad and bear fruit. This paper summarizes and analyzes some of the basic practices of the newspaper industry in China that go ahead of the rest and based on the actual conditions in our country and in the world at present, it proposes a set of basic strategies that suit the expansion of our newspaper industry overseas so as to deal with the impending face of China’s newspaper market Competitive pressure.