The Study Of Competitive Strategy For Life Daily

As the importance of newspaper industry in national economy increases, the market of metropolis daily becomes more and more booming. China's metropolis dailies have been growing in market competition, which promotes newspaper media's competition and leads the whole newspaper industry's development in innovation. In the newspaper market of Jinan, the predominance of Qilu Evening Paper is obvious, so the rigorous competition lies in Jinan Times, Life Daily and Shandong Commercial Daily and so on. Every newspaper media in Jinan adjusts its own competitive strategy constantly in order to make advantage in the market. The dissertation conducts a case study on Life Daily, gives a system analysis on Life Daily's internal and external environment through applying theories and tools of strategic management. Considering the need for new competition situation, the dissertation also formulates new ideas of competition strategy for Life Daily after studying the competition situation it faces.The dissertation consists of six parts. Part one explains the dissertation's background, research method, goal and significance. Part two introduces the related theories of strategic management and competitive strategies of Chinese newspaper industry, which founds a theoretical basis for the dissertation. Part three uses the method of PEST to analyze the macro environment in the Chinese newspaper market and the five forces model to analyze industry environment of Life Daily, which makes the situation of Life Daily clear and finds out opportunities and threats for development. Part four analyses the internal conditions of Life Daily, which represents a picture about the core competitiveness and the weakness as well as the strength of Life Daily, and which is the foundation for Life Daily to choose the competitive strategy. Part five uses the tool of SWOT analytical method to study the pattern of Life Daily's competitive strategy at present, and puts forward new ideas for competition in the future regarding advertisement, distribution and section's maintenance and so on. Part six draws a conclusion and formulates unsolved problems about the dissertation.