Strategic Development Study On Five Dailies Alliance Of China Daily Advertising

Chinese newspaper industry, through the market-oriented operation for over 10 years, has become one of the fastest industries in national economy. However, in recent two years, with the progress of China entering into the WTO and the incoming menace of new media, Chinese newspaper industry begins to turn into a slowdown stage, and advertisement income even has negative growth; moreover, the similarity of newspaper competition in every region is extremely serious. Under such background, the concept of strategic alliance has been applied into newspaper industry market, so there appear large numbers of cross-region or cross-media newspaper alliances.This thesis, through the research on the case of cross-region advertisement alliance: Five Dailies Alliance of China Daily Advertising, on the basis of collation, reading and analysis to the macro-environment and micro-environment for that medium organization, combines with the interior condition and resource predominance of the five dailies alliance, and comprehensively applies the knowledge, such as: enterprise strategy management, news advertising, etc, to establish the strategic development system of Five Dailies Alliance; moreover, it also provides instructive reference to the future development of our national newspaper industry.This thesis consists of five chapters. Chapter one introduces the background, significance, method and thinking of this study; chapter two outlines the theoretical basis of the newspaper industry alliance and makes an analysis of general situation; chapter three applies PEST analysis method to make an analysis to macro-environment of the Five Dailies Alliance; chapter four analyzes the industry market and interior condition of the five dailies alliance, and applies"Michael Porter's Five Forces Model"to analyze competitive environment of Five Dailies Alliance; chapter five uses SWOT analysis method to carry through the strategic matching for Five Dailies Alliance, to establish its whole strategic aim and development system, and puts forward five pivotal measures of stratagem implementation: resource integration, organization structure, innovation of strategy and scheme, brand management, new media platform, etc.