The Study Of Business Model Innovation To Metro Newspaper Enterprises

With the rapid development and popularization of Internet, informationtechnology, newspaper industry has met puzzle of the decline of advertising income，losing of newspaper readers and bad performance in face of the challenge from newmedia like Internet. It is inevitable that newspaper industry reform at the moment,which is both opportunities and severe market challenges. When traditionalnewspapers are worried about survival, metro newspapers create a blue ocean, justby the free circulation mode, in the competition of traditional newspapers and newmedia.How do metro newspapers win the game? Business model innovation is theanswer. Peter Drucker, a master on management, once said，“The competition amongenterprises now is not the competition of products, but of the business modelsinstead.” What Drucker said highlights the significance of business model, which isfundamental to the operation of a company. The paper aims to find out the problemsto the development of Chinese metro newspapers by analyzing business models, andgive advices to their future development.Firstly, the paper summarizes relevant theories of business model researchabroad and domestically, introduces the origin of metro newspaper and the currentstate of its development, and carries on a contrast analysis of metro newspapers andtraditional newspapers. Secondly, the paper analyzes the competition environmentand the business model of metro newspapers by using the SWOT method andOsterwalder’s business model theories respectively, and builds the business modelanalyzing model of metro newspapers. Then, the paper takes Shanghai MetroExpress as an example to analyze its business model innovation from theperspectives of Value Chain and business model constituent elements. Lastly, theeffectiveness of the business model of Shanghai Metro Express is valued by themethods of Analytic Hierarchy Process (AHP) and Fuzzy Comprehensive Evaluation(FCE). The study shows that the business model innovation of Chinese metronewspaper represented by Shanghai Metro Express is quite effective. Among theinfluencing factors of metro newspaper business model innovation, valuepropositions are of top importance, which is acknowledged by media industry. Free,product orientation and channels are the attracting characteristics of metronewspaper and its competitive advantages as well. As to the development of Chinesemetro newspaper in the future, metro newspaper enterprises should be “contentfocusing”, take good advantage of the channel resources, and seek for diversifieddevelopment in proper conditions. Meanwhile, Chinese metro newspaper enterprisesshould be dedicated to the development of new media on the base of well-operatingtraditional media and make good preparation for the Metro Economy.