Case Study Of Newspaper And Investor's Cooperative Operation About Lunan Business Report

China started the first batch of cultural system reform in 2003 and since then, under government's support, the reform has made a series of unprecedented progress. During this period, domestic regulating market, independent market subject and supporting policies have not been formed, and because of that, the reform is complicated. On the one hand, it`s an investable trend for national newspapers` system reform. Whether the media merger, or media cross-industry listed, pilots have also made try one after another. On the other hand, with the restriction of the factors of scale, capital and technology, some media can`t be on the way of industrialization, but have to seek funding to face the fierce market competition. LuNan Business Report, which the author selected as the research object, is such a typical case. In order to seek a development way, the paper adopted a kind of capital operation mode, newspaper and investor's cooperative operation, which is wandering in the edge of the policy and system.Based on this background, this paper, combined with some research methods about enterprise strategy in management(IFE, EFE, QSPM and SWOT ), attempts to estimate the advantages and disadvantages of the external environmental factors (political, economic, scientific and technological) and the micro-environment (the development of the media industry of Rizhao) and the internal environmental factors, such as financial situation, management, human and so on, will also be concluded. Finally, the dates from the estimation show that risks in station are much more than chances, moreover, the station can not make full use of its opportunities or avoid threats. Newspaper and investor's cooperative operation is feasible but need to be perfected.