Study On Business Strategic Choice Of Chongqing Younth Daily

With the Chinese rapid socio-economic development, the newspaper market in China grows to be the world's largest market of newspapers. Chongqing newspaper market experienced a series of extraordinary event in 2005. The phenomenon of Chongqing Commercial Daily merging with others, the Chongqing Economic Daily declining the circulations as well as the Chongqing Times'massive invasion into Chongqing market, lets people feel local press is so hard to make a good development.How to face the situation of the national newspaper market prosperity and the local market'competiton, for Chongqing Youth Daily as a city of Chongqing local daily newspaper? This dissertation gives a system thinking and analysis about Chongqing Youth Daily'development strategy through applying the theory of strategic management and the tools of analysis about internal and external environment of a company.Firstly, the comprehensive introduction of the related theory of strategic management founds a theoretical basis for this dissertation.Secondly, the external environment is analysed from the aspects of globalization, and nationalization, and from which the future trend about the development of Chinese newspaper industry is discovered. The method of PEST are used to analyze the macro environment and the five forces model are used to analyze industry environment in the Chinese newspaper market and Chongqing Youth Daily, which makes the situation of Chongqing Youth Daily clear and finds out more opportunity or more threat for development.Thirdly, the internal conditions of Chongqing Youth Daily are analysed in virtue of the Function Method, which represents a picture about the potential development and the weakness as well as the strength of Chongqing Youth Daily, and which is the foundation for Chongqing Youth Daily to choose the development strategy.Finally, the tool of SWOT analytical methods and Positioning method are introduced in this dissertation, which aims to make Chongqing Youth Daily more special to attract target readers.