Competition Strategy Research Of Guangzhou Youth Newspaper

Guangzhou Youth News Paper is one of the most favor newspaper and periodicals for the youngster, especially for the League members in the 1990s.In the 21 st Century, with the rapid development of the media industry, the competition is more and more fierce and the Newspaper is lack of awareness of the correct orientation on the market, which give rise to the fact that both of the circulation of Guangzhou Youth News Paper and its influence are decreasing.Meanwhile, the Newspaper carries on a stressful debt burden, which performs poorly and its financial situation is heavy losses, although its operating is improving.This dissertation is going to analyze the development of the domestic newspaper industry and national newspaper market, the market competition of Guangzhou area newspaper, respectively.Secondly, using the PEST method to analyze the macro environment of the Guangzhou Youth News Paper, also using the Five-factor Model to analyze industry environment,the newspaper's competitive environment and the situation of competitor. Lastly, from perspective of the Newspaper's own resources and brand maintenance, management, operation ability, environment, it is concluded that the Newspaper lacks of competition and exists strategic management problem.Above the analyzing,this dissertation using the method of SWOT completive strategy to analyze its porn,corn,opportunity and threat,which indicated that the newspaper is in the good tendency.The newspaper has a lot of advantages, such as good history brand, cheap price, flexible operation, and high reputation, which has potentiality of development, although the newspaper faced with challenges. Accordingly, the author provide the strategic objectives of "development of the appropriate scale,the benefits of good, good mechanism, which is not only help the communist youth league to accomplish the task of promo, but also adapt to the market and provide well-loved product service to adolescent." Therefore, this paper proposes the sound market management system, the competition strategy of diversified production, establishing newspaper website and promoting human resource management strategy and so on.This paper studies formulated development strategy of the Guangzhou youth newspaper, which focus on the future development of the newspaper, aiming at improving the newspaper market competitiveness, but also take example of other similar newspaper industry, which has strong practical significance.