Integration Management

In recent years, the advertisement management of newspaper group in China has developed swiftly, so it is with the attendant conspicuous problems. This thesis points out through the analysis of phenomenon and figures the crisis facing the advertisement management of newspaper group that: after years of continuous two-digit increase of the advertisement profits, the speed is being slower and the profit ratio is being declining. Meanwhile, the overseas media group and advertisement companies are being entering the market of China through various ways.In the first chapter, the writer analyzes the current situation of the advertisement management of news group in China, and considers the reasons behind the crisis lie in the following aspects: there are more and more media tools including newspaper on the advertisement market, and the operational level is different; the competition pattern of " one polarity and multivariation" is taking shape, which will inevitably lead to the two-polarity division between advertisement operation, thus causes the decline in the advertisement market increase as a whole. On the above base, the writer makes a profound analysis of the current situation and prospects of the newspaper advertisement development in China, and concludes that the advertisement operation is lack of innovation and has the sickness of " childishness", therefore, it can not satisfy the new development demand of advertisement market.Then, in Chapter Two, the writer brings forth the idea of integration, andconsiders it as the method to solve the crisis on a deeper level of the advertisement management of newspaper in China. In addition, the writer analyzes the current situation of relationship of three kinds in newspaper group: 1. The advertisement operation is being out of line with the readers, the advertisement market and the editing and news department, the conflict between advertisement department and news department is rising; 2. We still do not have a rational conception of the relationship between the distribution amount and the advertisement income; 3. The organizational structure of the advertisement department is irrational and the function is unitary, which can not meet the demand of our customers. Those problems makes the managers of the newspaper recognizes that: it is a must to integrate resources inside and outside of the group so as to promote the management level and face up with the challenge of future advertisement market.In Chapter three, the writer provides solutions respectively to the problems of news and advertisement mentioned in Chapter Two and the human resources problems in departments of advertisement, news and distribution.At last, taking the advertisement management of Hubei Daily Group, the writer explains how they explored a new world of advertisement business through integrating various resources like human resources, page space of newspaper and quality brand.As a result, integration management is the necessary road to the advertisement management of newspaper group.