The Strategic Innovation Research Of Lanzhou Morning Post

State reformed the cultural system in 2003, and since then, the media industry has entered a transition period. After three years of exploration, it is the crucial moment of reform at present. In 2005, the press always maintaining a high economic growth rate suddenly shrunk and was in face of fierce competition. The press market has been impacted greatly again with the development of various other forms of media and the emergence of new kinds of media development and the emergence of new media, whi ch makes press operation face a crisis. In such a competitive situation, the media are actively seeking news ways of development.Based on the industry background and the deepened reform of the cultural system, this paper attempts to creatively research the strategy ma nagement with the case study of Lanzhou Morning Post. This paper will conclude external environmental factors affecting the development of Lanzhou Morning Post with the analysis of the macro-environment that is located in the political, economic, scientific and technological environment, and the micro-environment that is the development of the media industry and press development of Gansu Province. And the internal environmental factors will be concluded with the analysis of management, products, human and financial situation of this newspaper. These factors will be matched by several matrix methods from strategy management to form the backup strategy for this newspaper. Finally, the feasible and creative development strategy will be combined with these various factors to meet the current requirements of this newspaper development.