Virtual Organization: The Competition Strategy Of Constructing Newspaper Supply Chain

Virtual organization means traditional newspapers, the leading actor in the organization, by mainly using information and telecommunication techniques, connect information source market which includes news source mainly from news agencies, commercial information from companies and ad-agencies, information from individuals like column writers and freelances, or other creative organizations. This Virtual organization could use TV, radio, internet, telecommunication and other releasing platforms to instantaneously form a cross industry, cross region conglomerate when there are any opportunities in the market, such as the occurrence of news, the establishments of public relations, and the demands for marketing or promotion. In this organization, traditional newspapers should take the leading place because of the capability of frame, such as editing and dealing with news information on the trust platform., contributing to other units in this organization to share both techniques and cost and thus to form a new chain holding the changeable opportunities and would efficiently pass the messages to the target audiences.At present, the international competition in media market is furious ever since. While the newspapers market in China has entered into its mature period, the sameness of news content, and monotony of profit source are great obstacles in the competition for the same news products. Virtual organization is an efficient way to live through thiscompetition.This research, adopting both quantitative and qualitative methods, on the basis of related theories and research achievement, discusses about the problems Chinese newspaper groups have faced and those that should be worked out on the process of commercialisation. The author makes many content analysis on newspaper centred media system's activities, employing theories of communications, economics, management and consumer behaviour studies, trying to provide a new research method from new angle.The research is divided into six parts. The summary presents the purpose, methodology and steps of this research. In chapter two, it creatively comes up with the concept of newspaper virtual organization by analysing what is virtual organization. Chapter three analyses the essentiality of constructing newspaper supply chain competition in terms of value chain. In chapter four, it talks about the feasibility of carrying out the competition strategy of constructing newspaper supply chain by analysing both internal and external environment of newspaper management. In chapter five the author argues about in which way the virtual organization can realize the competition of supply chain and how to deal with the relationship among all entities in the operation and how to solve all possible problems. At last, it comes to the conclusion that the competition strategy of constructing newspaper supply chain, by breaking the traditional one, and the corporation among enterprises in flexible way will be a direction of newspaper development in China.