China Newspaper "blue Ocean" Analysis

In the information technology revolution and under the digitized tide's impetus, fundamental changes have taken place in present's media ecology. As the most glorious traditional strong intermediary, how the newspaper industry founds "blue ocean strategy" from the high internal friction and fierce competition predicament, has attracted great attention and become controversial issues. Blue Ocean Strategy, the newest research results in the strategic management domain, has caused the strong reaction around the world ever since it was published in 2005. The blue ocean strategy represents model transformation in the strategic management domain, and pays great attention in the value and the innovation, stressing creating uncontested market space and making the competition irrelevant. In this author's view, the theory of "Blue Ocean Strategy" is of great significance for Chinese newspaper industry. The thesis, following the theory of "Blue Ocean Strategy" , utilizing "the strategic layout chart" , "four steps framework" and so on as analysis tools, based on the vivid cases both in the domestic and foreign media operation, elaborates on the way the newspaper industry of China shall develop under the digitized environment, and then introduces the concept of "Blue Ocean Strategy " to the newspaper industry according to the situation of newspaper industry's development in China.