The Research On The Strategy Innovation Of Newspaper Group

The media industry is an important part of cultural industries. The newspaper is the first mature mass media. However, for a long time, our country has always viewed the newspaper as a public institution, so the research on the press strategy has been separated from the research of enterprise management. From the 90's of the last century, newspaper industry started to self-support and carried out enterprise management in all-round ways.In the trends of media going towards large-scale, efficient operation, industrialization and group-oriented and modernization, various media began to vigorously explored the path of development under the guidance of strategic innovation. Especially for the newspaper industry, when their own market appears recession whether it can effectively make strategic adjustment is the most important issue of companies'sustainable development.In addition, in the 1990's, the Internet has sprung up everywhere, so that newspapers has another strong competitor. In the face of environment change, if corporations cannot fast adjust their own resources to meet changes, they will be thrown out in the market competition as they can not adapt themselves to the dynamic environment. Through studying the literature about strategic innovation of newspaper groups, the author found that strategy development process of Newspaper Group in our country is very short.However; the research of U.S. newspaper groups's strategy has basically been mature. In particular, major newspaper groups have now adopted innovative strategies to confront with recession. As a result, it is necessary to put forward some guidance for our country's newspaper groups by studying the strategic innovation model of Newspaper Groups'in US.On the basis of strategic innovation theory, this paper studies strategic innovation of newspaper group deeply by means of combining with the specific measures of strategic adjustment of the U.S. newspaper group.Firstly, through search for literature, sum up the development of strategic innovation theory of Newspaper Group in the market recession.Secondly, describe the current environment where the press exists by the relevant statistical data, and analyze the strategic adjustment of newspaper groups in the U.S..Thirdly, the article conducts case studies on three major U.S. newspaper groups--New York Times Corporation, Washington Post Corporation and Gannett Corporation, and analyzes the main profits source by finding financial data of three groups, and compares strategic innovation models and the results of the groups.Finally, summarize the strategic innovation models of U.S. newspaper groups and the general pattern of strategic innovation, which is suitable for newspaper groups.