Studies In The Entrepreneurial Operation Strategy And Development Of China's Newspaper Groups

The paper cost of newspapers has risen in recent years, and the new media's development has challenged the development of newspaper groups. At the same time, the world-wide financial crisis has brought pressure on newspaper groups. On one hand, overseas newspaper groups which aim at China's market want to take away market shares of China's newspaper groups desperately, and on the other hand, China's newspaper advertisement profits decrease to a noticeable extent, which requires further development of China's newspaper groups.Since China's entry into the WTO, China's newspaper groups have been faced with competition from overseas newspaper groups and the challenges from domestic market, which necessitates newspaper groups to reform. They have to make full use of entrepreneurial operation strategies under the public institution property, get rid of too much administration intervention and adapt to the market's demands.This thesis focuses on the entrepreneurial operation strategies and development of China's newspaper groups. It is based on the case study of Jiefang Daily Group to explore the direction of China's newspaper groups'entrepreneurial operation strategies. It uses qualitative analysis, case study and field research methods, adopting induction, deduction, analysis and generalization, abstraction and summarization and etc. to study China's newspaper groups'operation. And the first-hand material the writer of this thesis obtains from interviewing some executives and professionals of the Jiafeng Daily Group might suggest to the newspaper groups concerned some insightful ideas on entrepreneurial operation strategies.Based on domestic and overseas scholars'research on newspaper groups, we can draw some experience of entrepreneurial operation strategies, including adjusting industrial structure and strengthening core business; paying attention to product quality and enhancing corporate popularity; adopting capital operation and reducing investment risks; shaping brand image and building brand strengths.Jiefang Daily Group is a brand newspaper group in Shanghai's media market, and it is the first media group listed into the A-share stock market in mainland China. It has been awarded the titles of China's Ten Innovation Media Group, Ten Leading Media Group and the most Competitive Media Group. The thesis starts from overseas newspaper groups'entrepreneurial operation strategies, basing itself on the case study of Jiefang Daily Group, analyzing the newspaper group's structure, products and branding to seek its reforms in entrepreneurial operation, which provides some reference and thinking for some newspaper groups which are still seeking entrepreneurial operation strategies.