Research On New Media Competition Strategy Of Xinghua Media Group

Competition strategy is one of the key contents of strategic management of an enterprise. As a traditional media group which initially step into the new media field, Xinghua must develop its scientific and feasible competition strategy for its operation so as to form the competition advantages in the new media market on the basis of careful study of the market and its own resources capacity.Competition strategy is always the frontline for the research of enterprise management theory and practice in home and abroad. This paper introduces the generation, development as well as the latest progress of the theory of enterprise competition strategy in home and abroad and gives comprehensive comments on them. Based on Mike Baud's competition strategy theory and the Core Competence theory, and with the help of the latest develop of enterprise competition theory developed by beyond the core theory, blue ocean strategy theory and long tail theory, this paper makes comprehensive analysis on the inside and outside environment of Xinghua's new media operation. It also makes the plan and forms the general frame of Xinghua's new media competition strategy. Then it puts forward three strategies for Xinghua's new media competition, treating urban life as the mainstream, integrating both on-line and off-line operations, multiplying the forms of traditional media. It suggests to set up Xinghua Internet Science Limited Co. in order to integrate the advantageous media resources of Xinghua Group and put off the current newspaper services function of Xingh.com, transforming it into a forum for local and a web site for social life. With the help of the strong influence of the brand of Xinghua, it is expected to cultivate and set up a new media platform for life and services; It also suggests to change the fixed thought on running net advertisement and push the new interactive market model to realize the commercial value of the new mediaMedia industry is in the stage of huge reform. The traditional medias like newspaper and magazine confront more and more challenge from new technologies and medias. Many national media groups attempt to find ways to deal with the new situation. The research approaches and its conclusion will be applied in the new media operation of Xinghua Media Group and hopefully it will be a good reference for other media groups in China.