Study On Competitive Strategy Of SXZD Newspaper

SXZD Newspaper subjected by Liaoning Daily media group, the newspaper publication on September 1, 2006, it is the only authorization in recent years by National News General publications administration and the first teaching class weekly newspaper which sponsored by the provincial party newspaper group. The newspaper office has made subject cover language, mathematics, physics, chemistry, history, geography, politics, biology. the newspaper office quickly development result in professional's deficiency. In order to cause the newspaper office to get rid of the difficult position as soon as possible, increasing newspaper office's market competitive power, Thesis has suited the market competition strategy to the newspaper office developed through the science analysis.First, utilized the PEST analytic method, Michael Porter's Five Forces Model, EFE, IFE to evaluate the macroscopical environment and the trade competition situation as well as internal condition. it is obtained the domestic social stability, the economy continuing fast and the relying on science and education to rejuvenate the nation becoming the basic national policy in the external environment aspect. the country and the society investment in education increases continually. At the same time the trade competition is intense.But in the internal condition, the newspaper office has predominance on the fund, printing and party newspaper superiority. the professional is insufficiency, the newspaper quality and the national distributor network need to strengthen. In the above foundation, thesis construct the SWOT model, using QSPM to newspaper office's competition strategy to choice Overall cost leadership strategy and differentiation competitive strategy.Next, in order to insure competitive strategy to implement effectively, competitive strategy optimize in Organization, Performance Measurement and Marketing service system and establish the strategic execution feedback system, carried on the effective appraisal and the control in the strategy implementation, in order to adjust competitive strategy promptly.