The Research On Guangxi Daily Media Group’s Development Strategy

At present, under the impact of the emerging online media, the international press industry circulation and advertising are shrinking increasingly. The development of the press industry is facing enormous challenges. In response to this grim situation, world-wide newspapers companies are trying to set up the newspaper group. By integrating advantageous resources, extend the industrial chain, to expand the scope of business to enhance the market competitiveness of the newspaper group, to promote the sustainable development of the newspapers enterprises.Under the influence of this trend, the press enterprise of domestic have through the formation of the Newspaper Group, and integration their advantageous resources, enhance the market competitiveness and sustainable development of the stream of power. In the region, Guangxi Daily Media Group was formed in2009, and started Guangxi newspaper industry’s Group Management. However, as a newborn Media Group, Guangxi Daily Media Group has some weakness then compare to the outside region’s Newspaper Group. For example, in the talent, size, business and so on. Particularly, Guangxi Daily Media Group still lacks of a clear strategy for the future development at present. So, this is certainly not conducive to long-term development of the Guangxi Daily Media Group.In this paper, we take Guangxi Daily Media Group as the research object. Firstly, combine the theories of strategic management, we use PEST, Porter’s Five Forces model and SWOT method to analysis the development of the macroeconomic environment, the degree of competition in the industry, internal resources and so on of the Guangxi Daily Media Group. Then, according to the results of the analysis, combined with the actual situation of Guangxi Daily Media Group, we put forward the new strategy for the Guangxi Daily Media Group. The overall strategy is diversification and differentiation expansion strategy. Secondly, we decompose the overall strategy into three different sub-strategies. Guangxi Daily Media Group through the "three-step sub-strategies" and experience consolidate the achievements, strengthen the brand and set up diverse competitive advantages three stages. Then, Guangxi Daily Media Group will get the target of the overall strategy, and complete the sacred mission of the Group. Lastly, this article also made a series of safeguard measures on how to ensure the effective implementation in Group strategy. Guangxi Daily Media Group needs to do many efforts to implementation the Group’s strategy. For example, for human resources, management mechanism, the Group’s advantage, industrial is restructuring and so on. So it can effectively and steady progress the strategy in the future.