Sichuan Daily Group Ominmedia Strategic Research

Newspaper decline, is the inevitable law of the media industry. There areindications that the Chinese press began officially entered a recession. The omnimediastrategy is that Newspaper Group conform to media trends and seeking a new kind ofmethod to deal with the challenges of the new media. The omnimedia strategy is relatedto traditional media corporation survival and development, which is a tactics ofupgrading and restructuring.This thesis aim at the reality of the media organizations, applied research need tobe done, wich use the theory of corporate development strategy, long-tail theory, mediaeconomy and related knowledge. This thesis search the internal and externalenvironment about Sichuan Daily Group, probe to guide the development of the mediaindustry trends, opportunities and threats analysis of the external environment, theanalysis of the Group’s internal strengths and weaknesses, which based on its history,culture, resources and ability. It is designed that the Group media strategy, include thelayout of the media industry, the business model of the new media, the business processof omnimedia. Mainly as follows:Briefly discusses the theory of corporate strategy, the theory of competitivestrategy, resource-based theory and the theory of core competitiveness, the defects ofthe latter two theories are reviewed to clarify the background, meaning and methods ofthe study, pointed out in this thesis in addition to the theory of innovation significance, amore realistic and practical value.There are detailed analysis of the Group’s external environment, trends and statusof China’s media industry, policy in the macroeconomic environment, the economy, thedemographics and other factors. It is focus on the Sichuan daily Group’s competitiveenvironment, major competitors, new media competition in the state of the research.The use of the "five forces model" can apply to new media environment. It is conclusionthat Sichuan daily Group to develope new media have more opportunities than threats.There are detailed analysis of the the Group’s internal environment, through theirhistory, their strengths and weaknesses. It is conclusion that Sichuan daily Group’s core competitiveness comes from its special political status and the unique advantage in theresources and capabilities which accumulated in the60years. In addition, there areadvice that Sichuan daily Group should create a new core competitiveness.As the guiding creative media strategy design, the SWOT tool apply to the Sichuandaily Group’s strategic direction, the implementation of industrial expansion, thetransformation of the omnimedia strategy. According this analysis, the ominmediastrategy include the complementary strategies for new media, the building competitiveadvantage of the media operation via the platform models and business processes.