Research On Development Strategy Of The Nanguojinbao

Nowadays, the newspapering has been one of the industries in China with the fastest growth through its market operating in more than last ten years. But for a long time, the competitions between newspaperings is just appearance such as widening the scope of contents and innovating the layout of page. So that the enterprise would lose the ability of competition easily for being imitated by competitors. Now the managers are up to lay emphasis on the philosophy of the strategy of news papering.This paper expects to make up its mission and right position through the analysis and research of the case of the Nanguojinbao. On the basis of research, comprehension, collation and analysis of its environment of exterior macroscopic and industry, this paper combines the interior ability and resource advantages of its organization, and makes use of various analysis methods of strategic management of enterprise and knowledge of news, publish, economy to up to its purposes. The first purpose is to resolve " the growth ceiling" the Nanguojinbao facing to at present. The second is to give the good ideas for the development of the whole news papering through discussing the path how to make the city newspapering become big and strong.This paper has five chapters. Chapter 1 is an introduction of the background and the theory methods carried on. Chapter 2 reviews the development process of the Nanguojinbao, and analysizes the exterior macroscopic environment with the PEST method. Chapter 3 analysizes the news papering markets, and focuses on the key industry factors with the Five Force Model by Boter. Chapter 4 analysizes the internal sources in six aspects which are the brand resources, the organization structure, the news plan, the human resource, the advertisement strategy and the issue channel. Chapter 5 draws up the mission of Nanguojinbao is "being the main medium in the dialect area of Guiliu", and the development strategy is "become the biggest newspaper in the North Guangxi province in 5 years" by the method of SWOT, and point out the key to carrying out the strategy is brand, issue, talented person and innovation.