Glimpse Of The Integration Strategy Of China's Newspaper Group

The concept of Integration Strategies in this thesis, which has strict definition, comes from enterprise strategic management, while the concept doesn't mean the combination among different media. In this thesis "Integration Strategies" is defined as "a strategy can promote the enterprises to develop in depth and in extent along the direction of material flow, by means of making full use of the advantages in their products, technology and market." Under the influence of China's accession to WTO and the globalization of world economy, Chinese press now is under the unprecedented pressure. Here we want to discuss and analyze the practice and problems in the press groups in terms of Integration strategy, foundation of which is the theory of Value chain, based on the theories of enterprise strategic management and strategic consultation and explore the possible countermeasures.The thesis consists of the following parts:Part 1 — Introduction: China has been being in the era of "media without strategy control" and of the media management in disorder due to history reasons. Even now the theories and practices about media management are still in primary stage. The strategic environment of the press group has laid sound foundations for the strategic management of the press. At the same time, with the establishment of the market economy in China, the press has made breakthrough in advertising management, publishing management, operating mechanism, newspaper system and capital operation. The era needs the strategic management, and in fact some press groups in China have had plenty of the experiences about the strategies.Part 2 deals with the implementation of Integration strategy in press group: the Vertical integration of "Beijing youth", the combination strategy of Shenzhen press group, the multi-brand strategy of press group of Nanfang daily and the diversification strategies of the press group of Guangzhou daily. However, at present the practices about the Integration strategies are in primary stage.Part 3 is about the problems occurring in the process of integrating the press group.The strategic diagnostic model includes three components: the PEST analysis, Five-Forces Model analysis and system analysis. We shall employ the diagnostic model to discuss the following drawbacks in press group: indefinite property right of the press group; bureaucracy in administrative management of the integration of the press group; weak in main sector; lack of new profit-growth economic factors; in-harmony among members of press group; lack of the profits from the economy in group scale.Part 4 deals with the possible countermeasures. We have built elementary property right system. With improvement both in macroscopical and microcosmic environment, running newspapers in other regions has realized. We should enhance the competing power of the hard kernel of the press group by means of managing the resources in terms of Value chain, and implement the diversification strategies in the fields concerned with the press. We should build the administrant system of the Value chain in order to effectively manage the tie points and pay attention to the resources management, financial management, brand management, R & D management, technology and stock management.In epilogue the first thing that a strategist should keep in mind is presented in an enlightening way: that is to establish a human-resource mechanism of activating and regulating employee members. Without the help of the managers in functional departments, the leaders of the press group would be just an armchair strategists.