The Research On Strategic Innovation Of DUZHE

In recent years, in the context of the gradual improvement of market economic system, the continuation of the reform of cultural system, the development of media technology, and the improvement of internationalization, China's media industry has changed dramatically. This is mainly manifested in the increasing competition between media. The collective missions become an important trend of development, the operation and management of the media has become more scientific, advanced technology has been used, advanced operation and management strategy has been unprecedented attention.The transformation of society and enterprises are both in a more critical phase, and the use of strategic innovation have become very important.As the highest-circulation digest magazine in China, DUZHE is encountered in such a situation: on the one hand, under the planned economy era, it has made great achievements in the development of a great need for further expansion; on the other hand, affected by many factors, it can not be sensitive to respond to environmental changes, it is difficult to deal with crisises and seize opportunities. According to such a judge, this study launched a case study of DUZHE's strategic innovation.This study used the framework of strategic management theory, examined the strategic management of DUZHE. The process is divided into four main parts: the first part is the external environment analysis of DUZHE; the second part is the internal conditions analysis of DUZHE; part III included the strategic choices and the strategic innovations of DUZHE; part IV introduced the strategy implementations and controls of DUZHE's strategic innovation. According to this four-step, the study of the strategic innovation of DUZHE is completed.The study found that DUZHE is in a situation that disadvantages are more than advantages, opportunities are more than threats. Accordingly, the diversification strategy is the best choice for DUZHE. Therefore, DUZHE should be establish a strategic system, put the diversification on the center, and then implement market development strategy, brand strategy, capital strategy, and international strategy, by improving the quality of products, innovating the management and marketing measures, absorpting social capital, summing up the existing strengths, with the existing advantages, to develop new media products, to enter the fields of non-media and the international market, by these ways and means, to strengthen the magazine. In this study, specific approaches are made for DUZHE's strategic innovation.