报业经营是保持和壮大报社经济实力的手段。它的存在必须具备两个基本的条件，其一是市场经济，其二是报纸处于独立的经济实体的地位。回顾我国近现代报业的发展，报业经营之所以一直没有在我国的办报实践中占有应有的地位，就是因为这两个基本条件不完备。改革开放以来，社会主义市场经济体制的确立和报业的产业特性得以肯定，为报业经营提供了一个千载难逢的机遇。但是，机遇从来都是与挑战并存的。现阶段我国报业经营所面临的挑战主要有：一、办报纸是否要追求发行量？二、报业经营需要有些什么样的政策？三、报纸该如何发行？四、广告市场该怎样规范化？五、报社内部的管理体制如何改革？这些问题都需要我们认真研究，妥善解决。 Press business is to maintain and expand the newspaper’s economic strength means. Its existence must have two basic conditions, one of which is the market economy and the other is the position of the newspaper as an independent economic entity. Reviewing the development of modern newspapers in our country, the reason why the newspaper business has not occupied its due position in the practice of running newspapers in our country is that these two basic conditions are not complete. Since the reform and opening up, the establishment of the socialist market economic system and the industrial character of the newspaper industry have been affirmed, providing a once-in-a-lifetime opportunity for newspaper business. However, the opportunities have always been with the challenges. At this stage, the major challenges facing the newspaper industry in China are: First, whether newspapers should pursue circulation? Second, the newspaper business needs what kind of policy? Third, the newspaper how to issue? Fourth, how to standardize the advertising market? Fifth, the newspaper’s internal management system how to reform? All these problems require our careful study and proper solution.