Study On The Development And Breakthrough Of City Press

Since 2001,so me new trends have emerged in the Dongguan press:the four newspaper groups have entered the Dongguan to start "enclosure war", Dongguan press was facing enormous pressure from the newspaper groups. Four Newspaper Groups started the competition in full swing in Dongguan, while local Dongguan Daily press also developed a strong, gradually breakthrough. In recent years, the cross-regional expansion of newspaper groups is an important way in the media competition in China.The local newspaper is facing the double challenges form the cross-regional expansion of newspaper groups and new media. How to follow a win-win road should be more worthy of explored. This article attempts to use mass media, economics, management theory as the main oretical perspective,and focus from the media business and management, editorial business etc,in order to research the development and breakthrough of the city press.This article rearches on the the cross-regional expansion of newspaper groups in Dongguan and the development and breakthrough of local Dongguan Daily press. It also uses the SWOT System to analysis the internal and external environment of Dongguan newspaper,and sums up its own strengths,weaknesses,external opportunities and threats. In the last,this article proposals the city press should practice good internal strength firstly,and then seek the opportunity to form strategic alliance with other newspaper groups and strategic cooperation with the new media on the channels and content.