The Research Of Newspaper Group’s Development Strategies In The Context Of Media Pluralism

From the beginning of the last five years of the last century, upgrading of new media challenge the development of the Press Group. Also it broughts new topics for communication. In the context of media pluralism,the original ideas of traditional medias,such as ’content first’ and ’quality first’,are no longer reliable. Newspaper Groups begin to explore the various possibilities of the presence of media.On the other hand,they begin to explore their survival situation and development strategies.The research questions of this article is the industry development of Chinese Newspaper Group. This article is based on the reform of Zhejiang Daily Press Group. It explores the ways to survive of Newspaper Groups in the context of media pluralism. It use a lot of research methods, includes literature analysis,observation and interview. While it use Inductive and deductive,analysis and synthesis, abstraction and generalization.The article gets first-hand information through interviews the supervisor and Staff of Zhejiang Daily Press Group, and it provides some successful experience to think about the reform of the newspaper group for reference. In the current domestic communication environment, to seek solutions to the development of newspaper groups is more realistic significance and theoretical value.