The Research On The Transformation Strategy Of Liaoning Daily Communication Media Group

Under the background of drastic competitions in the global media industry, this dissertation targets on researching the transformation strategy for Liaoning Daily Communication Media Group which is undergoing the cultural institutional reform. It explicitly presents the actual probing and experience faced by the newspaper group company in the aspects of strategy planning, institutional reform, restructuring as a group company, management control and system set-op, etc. when the company crosses a big step over to become a media group company. The cross-over shall provide beneficial references to other newspaper group companies in China in terms of development cross-over module.The entire article shall commence from the historical evolvement of the newspaper company of China to the newspaper group company to the media group and to the group company; it elaborates the persistence of newspaper group in adopting strategic transformation as the focus in order to seek development through innovative reform. It briefly introduces the fundamental status of Liaoning Daily Communication Media Group and brings up the research considerations and the main contents of this dissertation. Next, it uses PEST module, Porter Theoryin Competition Structure, and The Game Theory to analyze the external environment and salient features of the newspaper industry, it clearly made understood that the business development opportunities endowed by the external environment to the newspaper company have enabled it to predominate a special valued chain involving secondary sales distribution that includes editorial solicitation to publish to advertisement. Through detailed elaboration on the cultural institutional reform, another major reform after the land reform and state-owned-enterprise reform, and on Liaoning Daily Communication Media Group being selected as a national pilot newspaper group and its actual operation, this article suggests the strategic choices adopted by the newspaper company during this major historical development period. While combining strategic management theory to carry out strategic demonstration and strategy selection, the author uses SWOT Analysis and the Grand Strategy Matrix to determine specific strategic proposals, and suggests the future product combinations and optimization plan for Liaoning Daily Communication Media Group, this article uses"5W1H"method to determine action plan and determines the tactics to be adopted by Liaoning Daily Communication Media Group for its strategic transformation and development towards a digital newspaper company. In order to ensure the effective implementation of the strategy, the last chapter of this dissertation also suggests detailed strategy implementation countermeasure in the aspects of production development, brand marketing, human resource management, etc.