On Strategic Transformation Of Traditional Newspaper Industry Rfom The Perspective Of Omni-media

The strategic transformation of enterprise is a systematic, long-term and arduous project, whichpresents both opportunity and challenge to an enterprise for survival and development. As the broadcast,Television, Internet, mobile phone and other new media rise rapidly, the media industry gets into the era ofomni-media. The competition becomes more and more intense, the newspaper reading rate drops. On theglobal scale, the circulation and the advertising market of the traditional newspaper industry has beendeclining, our country’s newspaper industry is not optimistic. The great development has lasted for morethan20years, but since2004, the amount of advertising growth declined, the market space narrowed, thenewspaper readers diminished, and so on. But from the perspective of the media history, we can negate thenegative “winter theory of press”: Any kind of new media, will not lead to the demise of the original media,while it can force the traditional media reposition in new pattern, and use new technology to improve itsfunction. To face the “omni-media”—a dynamic media concept—challenges, Chinese traditional mediahave raised the banner of reform, sought new style competition to adapt to the market economyenvironment. There have been some daily groups in the route of omni-media development.In the dissertation, I select Nanfang Daily Media Group as the representative for research.Through the strategic transformation analysis, the readers can understand the traditional newspaper industrydevelopment direction deeply in the future.The dissertation summarizes the present status of the traditional newspaper industry, determinesthe strategic transformation target of the traditional newspaper industry; expounds the concept ofomni-media, reviews the strategic transformation theory and the strategy analysis theory; uses PEST modeland Potter’s five forces model to analyze the business environment of the traditional newspaper industry;and results the traditional newspaper to the omni-media transformation. I take Nanfang Newspaper MediaGroup as an example, to discuss the steps and contents of traditional newspaper industry strategictransformation from the omni-media perspective.