Analysis In Operating Environment And Research On Developing Countermeasure Of Chinese Electric Power Newspaper Office

In the 21 century, the competition of newspaper industry is more and more intense. Many newspaper offices are reforming to adapt this situation. For one newspaper office, the most important selection is the direction and countermeasure of developing, and it must base on analyzing correctly the inside and outside environment.Chinese Electric Power Newspaper Office is an industrial newspaper office of national electric power industry run under the jurisdiction of State Power Corporation of China and jointly edited and published by State Power Corporation and China Electricity Council (CEC). This paper attempts to formulate an empirical research on this newspaper office. Firstly, based on the principles of macroscopic economy and newspaper industrial economy, the outside environment of the newspaper office is analyzed. The stable economic growth contributes to the prosperity and further development of newspapers, the rapid development and application of science and technology diversify newspaper communication technology and means, the development of newspaper industry is transforming from concentrating and grouping, the newspaper market is becoming highly segmented. All these factors offer opportunities for the development of Chinese Electric Power Newspaper Office. On the other hand, the competition among newspapers and between newspapers and other media is very intensified and online media have great impact upon newspapers. Furthermore, the structure of newspaper market is imbalanced. All these factors are challenges for the development of Chinese Electric Power Newspaper Office. Secondly, by investigating in the newspaper office, analysis quantity and quality of the dates, researching the questionnaires of the readers, the inside environment of the newspaper office is also analyzed. Due to its reliance on electric power industry, Chinese Electric Power has relatively stable readership and advertising market share and advantages of resource and brand. However, there exist various constraints in the development. The first factor is the rigid system and inflexible operating mechanism. The second constraint is the outdated (outmoded) ideas. Another constraint is the unitary knowledge structure, single skill and narrow area of knowledge of talents. The fourthconstraint is the financial strain. The last constraint is the narrow coverage and comparatively superficial analysis and stiffness of the present news report. Finally, by using the analysis tool of SWOT, the outside opportunities and challenges, the inside superiority and inferior are presented. Based on this, by using the principles of press, strategic management, HR management, financial management, and corporate culture, Chinese Electric Power Newspaper Office may adopt the following measures. Firstly, carry out the press reform. Secondly, establish organizational structure adaptable to reform and development. Thirdly, to be strong the HR management. Fourthly, transform accounts from cashier-bookkeeper to management account. Lastly, reengineer the corporate culture.