Research On Development Strategy In Suining Daily Newspaper Group

Last year, The CPC Central Committee adopted "The Decision of Reform Cultural System and Promote Socialist Cultural Development and Prosperity of Some Major Issues" in the17th Sessions of6th CCP Plenary Conferences. This Decision marked that another spring of cultural construction will come soon, and it will bring a rare development opportunity to Press Group which is an important parts of the culture construction. To the20years old Suining Daily Press Group, the pressing situation forced it must utilize the national favorable policies which could promote the development of cultural industry, adjust development strategies promptly, and make appropriate plans which are in line with their own actual situation. These problems are needed to solve in theory and fact.In order to help Suining Daily Press Group turn the group into a pioneer in development of cultural industry in Suining which benefit from the cultural development and prosperity, by referring some economic theories comprehensively such as Strategic Management, using analysis tools and methods such as SWOT analysis, accessing to relevant information, communicating with the senior executives of the group, visiting related departments, discussing with the responsible person, and issuing questionnaires, the author extensively researched the internal composition, development course, development environment, existing or potential competitors, strategic partners and existing development strategies. Through the research, the author realized that although the group located in one of the western developing cities, and the pressure is looked lower, however, with the gradual deepening of cultural system and market to further enliven, the national culture enterprises and foreign funds will squeeze the group’s development space. If the group doesn’t adjust and form proper development strategies for business growth timely, it will face the huge test of existence. And then, the author analyzed the political environment, social environment, inside and outside the state through PEST analysis, and proposed future development strategies of the group which called Media, Business, Superiority and Diversification. These are, relying on the media platform to develop traditional industries such as advertising, distribution, printing, and making the newspaper industry grow fast; accelerating industrial restructuring and upgrading which is based on the newspaper industry, turning the news publishing industry into digital publishing, digital printing, electronic paper and e-commerce publication, and promoting the transformation from traditional publishing to modern publishing. The author also presented security measures which can ensure comprehensive and in-depth implementation of development strategies, such as establishing modern enterprise system, developing human resources and training, cultivating a good corporate culture, and so on.The author expected that this article can clear the development thoughts of Suining Daily Press Group, help the group to find accurate position, develop strategic plans scientifically, make the group develop cultural industries rapidly, and become one of the first-rate modern media culture groups in Western cities.