Shanghai Education Press Operation Mode, Problems And Solutions

With changed politics and economic enviroment, revised communication conditions and environment based on the spread of new technologies, China's media industry is facing an unprecedented major changes. Under such Background, the existing "care-own-bussiness" communication patten among print media, radio, television has been broken. Also, one-third of the world's style of print media, party newspaper, and Metropolitan News faces constant threat. The traditional media status as the news media's "gatekeeper" is subverted; and hegemony of traditional media channels has been challenged._This paper expores following topic:Under this backgroun, how Shanghai Education Press-a press with a specific industrial character-to adjust itself to the changes, break from traditional "second-hand sales" theory of relying on market dominance, and build up a new operation mode in accordance with society changes. Based on basic principles of Communication Studies, industrial economics, marketing, the paer study carefully of the Shanghai Education Press's current business model, the theoretical sources of the model and the corresponding environmental characteristics, then apply PEST to analysis the Press's external environment and resources, also use SWORT to research the Press's business strategy choices. Based on analysis of new communication conditions, dissemination conditions, and the selected business strategy, the paper committed to build out a series of vertical integration-based business model and a series of operations mode to achieve new sources of revenue.