Newspaper Group Advertising Business Model Innovation

Since 2000 July 28 inception, Henan daily newspaper group had already passed nearly 10 years of development, bigger and stronger become newspaper group the current development of strategic objectives. Accompanied by newspaper of collectivization and industrialization process, the subsidiaries of newspaper quantity is also more and more reasonable, due to the lack of advertising business mode, press group internal various sub media competition is becoming more and more fierce. How to choose to meet the current group development of advertising business mode, avoiding "internal", become the Henan daily newspaper group currently urgently needs to research and solve the issue.Relative to the economic situation and the national policy, the uncontrolled factor, advertising operation mode as a group of controllable a management tool selection of group of advertising business has a tremendous role. At present, Henan daily newspaper group exists advertising management system chaos, operating subject accrual is unknown, incentive mechanism deficient series of problems, such as serious impact on the group advertising business income and its further development.Advertising business model is not only the media advertisement management structure of the external performance, it also includes the principle of management of the company and talent management and operation methods, etc. At present in China which exists in the advertising business mode probably can be divided into "unified management", "decentralized management", "the two-level combination", and corporatization operation of four kinds of operation mode, no matter what kind of business model has its inherent advantages and disadvantages. Advertising business mode choice not only to adapt to the present group operating internal and external environment of the environment, but also to the current with group itself stage of development to adapt. Generally speaking, in current China's newspaper development environment, the newspaper group established period suits to use "unified management" of advertising business model, in the period of development are suitable for adopt "the two-level combination" mode, and when the group into development at maturity, corporatization operation mode should be the most reasonable advertising business model.Henan daily newspaper group of advertising business mode selection is a systematic process. From the newspaper differentiating positioning and purchasing& cataloguing strategy to brand strategy, From build ?proper incentive system to internal resources comprehensive integration are in the advertising business modes selection process requires addressing the problem. In sum, because the current world economic situation of deterioration and new media impact, corporatization of advertising business mode business can share the risk, prompt immediate response to market changes, is Henan daily newspaper group best choice model.