The Research On Development Strategy Of DZ Newspaper Group

China's newspaper group in 23 years of continuous development has made very gratifying stage results,in the process of newspaper group has not only improved economic benefits but also made good social benefits.However,many problems such as the lack of core competitiveness of China's newspaper groups cannot be ignored when we see their achievements in development.The convergence and crossover of the media industry will make the media industry more and more decentralized.From the internal structure of the media industry,the market share of the mobile Internet in 2017 is nearly half,while the decline of the traditional media market.Based on the content industry to achieve the integration of traditional newspaper industry and new media,and on this basis to properly carry out diversified management is the main issue for the newspaper group to consider when specifying its development strategy.The development strategy of newspaper group not only needs to inherit the advantages of traditional newspaper industry,but also needs to absorb the advantages of new media.Old and new will be integrated together to achieve advantages and disadvantages,complementary advantages.As the fifth largest newspaper group in China,DZ newspaper group has not been limited to the paper media industry since its establishment in 2000.At present,the group owns four new media clusters,as well as advertising,distribution and network culture businesses based on them.In addition,the group's business also involxves printing,media finance,property leasing,hotel,real estate and many other directions.Taking DZ newspaper group as the main research object,this paper studies the optimization of the development strategy of newspaper group.Firstly,eight existing business modules and development status of DZ newspaper group are analyzed.Then,the internal and external development environment of DZ newspaper group is analyzed in detail.So what needs to be optimized in its development strategy can be found.Finally,the paper puts forward the optimization scheme of related diversification strategy based on the four media clusters.This paper adopts the research method of combining theory with practice.It has both theoretical support and practical basis.This paper may have reference value to the development strategy optimization of other newspaper groups.