Research On Strategic Transformation Of Newpaper Group

With the huge change of information environment in the world,the importance of cultural communication is increasingly prominent,and has become an important driving force to enhance the comprehensive national strength.The enhancement of cultural function will inevitably promote the leap forward development of the whole industry.In recent years,the reform of cultural undertakings in China has been progressively promoted.The paper media in various places have actively changed the mode of operation and gradually developed into a newspaper group with a certain scale.However,the reform of the newspaper group has not come to an end,and the rapid development of information technology in the world is coming as fast as thunder and lightning.At the same time,the emergence of new media,such as mobile media,network TV and OTT business,has also brought a strong impact on the traditional media,represented by paper media.The users of traditional media have shifted,the right to speak has been challenged,and the distribution and advertising revenues have declined sharply,and the management of newspaper industry is becoming increasingly grim.Therefore,how to transform survival and transformation and upgrading has become a top priority for all Zhejiang newspapers.Both Zhejiang and Shanghai newspapers have their own transformation practice.And the research object of this article is the Zhejiang daily newspaper group,the provincial Party newspaper group of the provincial media operating assets,which has been listed on the loan shell.For many years,the large movements of the cultural entertainment industry and the large data industry layout have led the transformation of the media in the Internet.It has both successful experience and lessons of failure.It has great research value..Firstly,this paper makes a systematic analysis of the basic theory of Zhejiang newspaper group's strategic transformation.Secondly,it summarizes the business strategy and management model of Zhejiang newspaper group for many years in the important transition window,and makes full use of the theory of enterprise strategy and decision to make full use of the PEST analysis method to the politics of Zhejiang newspaper Zhejiang newspaper group.The external environment of economy,society and technology is analyzed.At the same time,in view of the internal and external difficulties faced by the Zhejiang newspaper,this paper analyzes the attempts and breakthroughs and the existing problems in the strategic transformation in recent years.Finally,taking Zhejiang newspaper group as the core case and combining the quantitative strategic planning matrix and other algorithms,the strategic mission,target,orientation of Zhejiang newspaper group,the scientific and systematic framework of the overall development strategy,the business unit strategy,the function strategy and the strategic implementation guarantee mechanism are scientifically and systematically.The possible innovation of this paper is to propose a competitive strategy based on cultural industry fund to deeply build new entertainment formats and a series of marketing development strategies of paid projects,which helps the Zhejiang newspaper to transform to the real new Internet media group,and gives some suggestions for the innovation and development of the media group in China.