Research Of Newssc's Present Situation And Development Strategy

As a provincial key-level news network, Sichuan News Network (Newssc) not only takes the basic functions of transmitting information, conducting external promotion and providing public opinion guidance, but also bears the important responsibility of building a strong network cultural industry in Sichuan province. Therefore, it is the vision and object for Newssc to realize profits and be stronger and stronger in its development.Part one, this paper introduces the background, object, significance and method of the research. Part two, this paper summarizes the present situation of the provincial key-level news network, and Newssc. Part three, this paper gives a comprehensive analysis on the advantages and disadvantages of the content of Newssc and its external opportunities and challenges from the view of corporate strategic management and by making use of the SWOT methods. An SWOT matrix is obtained through the analysis and based on this the strategic orientation and development strategy of Newssc is determined: SO strategy, WO strategy, ST strategy and WT strategy. Part four, this paper also conducts a detailed analysis and penetrating study on the current content construction of Newssc via a combined method of content analysis and text analysis, avoiding a lack of speculativeness in empirical study. After the analyses, the paper points out quite a few problems in Newssc's column design, content modes, innovation in news report, integration capacity, planning mechanism, and so on.Based on the factual condition and content construction conditions of Newssc,.Part five, this paper thinks Newssc should accelerate its reform process by taking the opportunity of corporate reform experiments to establish a modern media corporate management system and make a profiting mode:basing on advertising and content provision, using "content+services" and information database as the growth point, using Newswire Services as secondary; the content construction work should be based on the local condition of Sichuan province, high-lighten the service function and network transmission contributes of the website and stress innovation and integration capabilities, change the audience for the "user",thus enhancing the news core competitive edge; the Newssc should stress its interaction with its recipients, strive to build an information communication platform between the public and the government and thus make itself more influential in the life of the people.