Research On Competition Strategy Of D Newspaper Group Short Video Business

Short videos have attracted a lot of attention in recent years,as the arrival of the 5G era,compared with traditional communication media such as text,pictures and audio,short video has more significant advantages in terms of graphical image,amount of information,entertainment and sociability.With the fast pace of modern life,the more and more emergence of new things,and the short video with short duration is more in line with the needs of the era.Moreover,short videos are more in line with the fragmented reading patterns of the public,and thus continue to occupy every corner of people’s lives.The arrival of the Internet era is a challenge to the newspaper industry,from the perspective of communication,more and more media have emerged,and the public has more choices.As a direct result of these challenges,the traditional newspapers,in particular,its revenues are dropping day by day,a large number of new media(including short video platforms)rise and impact the newspaper industry,"the turning point of the newspaper industry","the winter of the newspaper industry" and other arguments continue to emerge.Faced with the negative trend of paper media,provincial newspaper groups originated from paper media explored different positions of public opinion,as an emerging and important communication port,short video naturally attracts more and more attentions of provincial newspaper groups.Hence,the study of short video business competition strategy has strong theoretical and practical significance.Then,in the "video is the king" node of 5G era,how does the D newspaper group located in Shandong Province arrange the short video business field,and continue to make efforts in the competition?In this context,through a comprehensive analysis of D newspaper group’s short video business and objective evaluation of its internal and external conditions,combined with the theoretical knowledge of economics,management and communication,with this basis,a series of strategic analysis tools were used to systematically study the choice of short video business competition strategy of D newspaper group.This article take D Newspaper Group as the research object,analysed the development status of short video business through analysing and generalization,over all,there are more opportunities than threats and more advantages than disadvantages.On this basis,through SWOT analysis,PEST analysis,QSPM(quantitative strategic planning)matrix and other analysis tools,conducted research on the short video business competitive strategy of D newspaper group.From the perspective of the applicability of D newspaper group,compared three competitive strategies of cost leadership,focus and differentiation,adopt the method of quantitative strategic planning matrix assignment,took the differentiation competition strategy as the preferred strategic for D newspaper group’s short video business competition strategy.Put forward the implementation path of differentiation competition strategy from the implement of differentiation in five aspects like topic selection,sinking market,team,distribution system,operation and etc.Established protective measures for the differentiated competition strategy,and brought core competitiveness into play around insisting "content is the king".Promote the whole newspaper group to occupy a more important position in the province and even the whole country’s public opinion field,and increase the economic benefits of the group.Newspaper groups distributed in different provinces and cities may differ in the details of their competitive strategies due to their different geographical locations,development directions and main objectives.However,the general direction and fundamental goal of the short video business competition strategy are much the same,hope this article can provide useful reference to the relevant newspaper groups.