Analysis Of The Business Model Of Dalian Newspaper Groups From The Perspective Of Media Transition

Under the current new situation, competition among media lays not only intransmission form, transmission media and transmission channels but has extended toother areas such as business model and seeking common ground while putting asidedifferences with other media. In response to various crises and challenges, over40newspaper groups established in our country are seeking changes in competition whilemaking innovations, most of which have completed their strategic transformation indifferent aspects one degree to another and have achieved big spans of internal systemreform, defining of property rights responsibility and omni-media integration, etc.However, a lot of problems remain unsolved such as vague reform directions, unclearreform roadmaps and imperfect, incomplete system reform.For Dalian newspaper group, a local newspaper group, the traditional newspapergroup is far from meeting the needs of the development of Dalian newspaper, nomatter considering the huge pressure posed by the new media, or analyzing fromDalian’s urgent need for a strong media group, or in view of the current developmenttrends of newspaper groups. Having missed the first two stages of newspaper groupdevelopment, Dalian newspaper group needs more than ever to launch its strategictransformation to meet the needs of times’ development.With Dalian newspaper group as the research object, this paper used case studyand content analysis and discussed it from the following five parts:The first part briefly introduced the overview of the establishment of Daliannewspaper group and analyzed the historical background, the reason and currentsituation of the development of newspaper groups in China, with the newly-establishedDalian newspaper group as the entry point. In addition, this part also attempted toexplore theme of strategic transformation of newspaper groups’ persistence ininnovations and reforms to seek development in intense competitive environment and then came the main thoughts and contents of this paper. Adopting the PEST model inanalysis of enterprise development environment factors and market volume analysistheory, the second part made an analysis of the external environment and industrycharacteristic of Dalian newspaper group’s development, thus fully understandingpotential opportunities for the operation and development of newspaper group posedby external environment and industry needs, and clarifying the value chain andexternal demands for the development of Dalian newspaper group. This part alsoanalyzed the numerous internal resistance facing Dalian newspaper group, in thepresence of enormous new media easily available today, if it continued the traditionalway of development for newspaper group. Referring to the good examples of theleading new media groups home and abroad in the transformation of media, the thirdpart quoted some of these examples selectively according to Dalian newspaper group’sown characteristics and what environment it is in. The fourth part subdivided thebusiness model transformation Dalian newspaper group into4aspects: mediatransformation, function transformation, industry chain transformation and system andmechanism transformation, exploring the gradual mode for media transformation ofDalian newspaper group. The fifth part made further exploration, design and planningof the business model possibly to be adopted by Dalian newspaper group fortransformation.By a series of analysis, research and exploration, this paper holds that Daliannewspaper group must speed up its media transformation, making a completetransformation from a newspaper group to a new media group, which is focused oninnovation and development of group omni-media digital platform and accomplishmodern enterprise management by transforming business model, thus slowing down itsdecline and genuinely meeting the needs for development in the era of mediaintegration.