The Research On Developing Strategy Of Chongqing Daily Group

From the early nineties, the tendency becomes more and more obvious that the newspaper industry of China is developing towards collectivization. One of the most distinct signs is that many newspaper offices originate sub-newspapers and sub-magazines. From 1994 on, after the researches and demonstration during more than one year, National News Publication Bureau selects Guangzhou Daily as the first experimental unit in the national newspaper industry in January, 1996. With nearly ten-year development, there are totally 40 newspapering groups in China. And views on the newspapering groups become gradually thorough with the exploration, practice and development of the experimental unit.The strategic management of newspapering groups is a qualitative leap in the media management, which is also the most important and highest. Because of special situation in china, newspaper industry is used to having the institutional management pattern. Even there are some strategic consideration and plans sometimes, they can only be called active and innovative"planned management","functional management". Especially from the nineties of the 20th century, the newspaper industry of China is under unprecedented revolution. In the era of reshuffling, competing and transforming, what can newspapering groups do is to follow closely the new century, press close to the reality of reformation and opening to the world, the development of economy and the takeoff of the media industry, and use appropriate media strategies and media strategic estimation methodology which reflect the new development of media strategic management and which are front theories to go after the developing era and adjust to the present situation of Chinese newspapering groups.The paper firstly introduces the background of researching, and the thinking, purpose, method of researching. With this premise, According as the general theory of strategic management of the medium, making Chongqing Daily newspapering groups as the object, the paper does some researches from the following aspects: firstly, the paper analyzes in the round the exterior factors (opportunities and threats) of newspapering groups from macroscopic environment, industrial environment and competition environment. Here the analysis of competition environment mainly adopts five models of Porter,M.E. Secondly, the paper mainly explores the interior advantages and disadvantages the groups have from the system, sources and newspaper products of the newspapering groups. Thirdly, on the basis of analyzing interior and exterior factors, the paper puts forward the strategic developmental future of Chongqing Daily and the three-step (2006—2010,2011—2015,2016---2025), medium and long-term development goals. Next, with the quantitative analysis tools called threat-opportunity-weakness-superiority (TOWS) and Boston Group (BCG) which are complementary and can validate each other, the paper matches every possible development strategies which Chongqing Daily Groups can have. Based on the comprehensive analyses, the writer finds out the list of the overall development strategies and important strategies of Chongqing Daily Groups in future five years and more a long time . Fourthly, the paper also advances primary and concrete administration schemes for important group strategies, and bring into effect analysis, comparison and estimation to the schemes.