Research On The Development Strategy Of United Daily In New Media Age

Chinese Press comprises Party newspaper, Evening newspaper, City newspaper, Living service newspaper and Professional newspaper.According to classification standard of Chinese Press, Union Daily Press Shandong provincial Committee of the Political Consultative Conference Newspaper, belongs to Professional newspaper.In the era of new media, Press face increasing fierce competition. Due to failing to take marketing strategy effectively in the golden time of development, Union Daily Press's development is backward.Competing with Party newspaper, Evening newspaper, City newspaper, Living service newspaper and other market-oriented professional newspaper, it stays in a weak position in terms of readers and advertisement market.Moreover, under traditional system and obsolete management mechanism, it still lacks crisis consciousness and open-oriented developing strategy.With the development of reforms and media competition, Union Daily Press will confront an extreme living crisis as long as it market.Besides worries in Chinese Press, Union Daily Press like other newspapers still are competing with other media such as television, broadcast and so on. Internet representing new media is overthrowing the whole Chinese Press.Under the background that traditional Chinese Press are developing in a competitive new media era, from the general theory of enterprise strategy, this paper analyses the outside macro environment, features of industry structures, interior resources and ability of Union Daily Press, a special professional press.It also probes into opportunities and threats Union Daily Press confronts, and its advantages and disadvantages. It concludes that Union Daily Press should foster strengths and circumvents weakness, define its classified market. Directed by strategic thinking of resource center, it should adopt differentiation strategy of press products, digital strategy for new media era, diversification strategy of Chinese Press development, and coordinated development strategy of scale and area economy.Meanwhile, it puts forward protective measures for implementing the developing strategy of Union Daily Press. By learning from these research, Union Daily Press can set up crisis consciousness, make its classified market stronger, gain opportunities in the era of new media.