Research On Management Strategy Of The Newspaper Office

For such a long time, in the books and articles that discussing the newspaper management, the problems probed are on the aspects of macroscopic level or concrete management method as the development trend of newspaper. But the choice and implementation of the management strategies of the newspaper office are not mainly mentioned. With the fiercer competition of China's journalism, what kind of strategy being chosen should become an important problem faced by every newspaper offices.This paper, by using the Competition Strategic Theory which is proposed by the American scholar Michael Porter, analyses the opportunities and threats that the newspaper offices' management is facing and the key factors for success. And on this base, the ways for the newspaper office setting up the competition superiority and the choice and implementation of the management strategy have been proposed.There are four chapters in this paper:The first chapter, by analyzing the PEST and five kinds of strength models, concludes that the main opportunities and threats that in front of the Chinese newspaper offices' management come from the external invaders in possession of huge capitals.The second chapter, by analyzing the value chain, concludes that the key factor for a successful management of the newspaper office is the interview and writing of the news and the issues of the newspaper.The third chapter, by applying Porter's Competition Strategic Theory, analyzes the ways for the newspaper office setting up the competition superiority.The fourth chapter specifically discusses the method for the newspaper office to choose and implement the management strategy according to the characteristics of the value activities of the newspaper office.The development trend of marketing issuing mode is also probed in this paper, and several new views and methods are proposed, such as theFive-level Theory of the reader, only paying attention to the selling of the news-stands while ignoring the subscription of the regular readers, and the Three-kind-product Theory of the newspaper, etc.