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The Research on the Strategy Innovation of Newspaper Group

Author: WangDaiLi
Tutor: BiXiaoQing
School: Tianjin University of Technology
Course: Business management
Keywords: Newspaper Group Recession Market Strategic Innovation Normal mode
CLC: G211
Type: Master's thesis
Year: 2010
Downloads: 94
Quote: 2
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Abstract


Media industry is an important part of the cultural industry, the newspaper was the first mature mass media. But a long time, because China has been the newspaper as an institution, so the newspaper strategy research has been separated from enterprise management research sight. From the 1990s, the newspaper industry has to rely on a comprehensive financial allocations to get rid of the situation, really began to self-supporting, all implemented enterprise management. In the medium to large-scale, efficiency, industrialization, the group, the trend of modernization, strategic management has become essential for the development of media management needs, various media have begun under the guidance of the theory of strategic innovation and actively explore the development path. Especially the newspaper industry, whether in their own market segments in which a recession is effectively strategic innovation, sustainable development of enterprises is the most important issue. In addition, in the 1990s, the sudden emergence of the Internet, making the newspaper a strong competitor sharply. In the face of changes in the environment, if the enterprise can not quickly adjust their resources to meet changes in the environment in the form will not be able to adapt to environmental changes due to have been out. The author studies Newspaper Group strategic innovation literature found that China Newspaper Group Strategy development process is shorter, while the U.S. newspaper group has gone through 100 years of history, its strategic research has been basically mature, and major U.S. newspaper Industry Group have adopted innovative strategies to deal with recession. Therefore, the study developed Newspaper Group's strategic innovation model for our newspaper group in the recommendations put forward some guidance is necessary. Based on the study on the basis of the theory of strategic innovation, combined with the U.S. newspaper group specific measures for strategic innovation, strategic innovation for Newspaper Group conducted in-depth research: first, by finding literature, summed up the recession, market conditions, strategic innovation theory Newspaper Group development status; secondly, through the relevant statistical data to describe the current environment in which the press, the American Newspaper Group's strategic innovation analysis; Thirdly, the three major U.S. newspaper group - New York Times Co., Washington Post Group and Gannett case analysis, by finding out the Group's financial data analysis, the main source of profits of each group, and each group strategy adopted innovative models and results were compared. Finally, summarize the U.S. Newspaper Group strategic innovation model, summarized Newspaper Group strategic innovation fit the general pattern.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Journalism,journalism > Organization and management
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