Shenzhen Press Group Diversified Business Strategy Research

The role of the development of China’s newspaper since1978, the capital of thePeople’s Daily and other news organizations jointly proposed institutions, enterprisemanagement approach to business, and gradually began to government expenditurepeeling dual factors in the market-oriented and entrepreneurial Chinese newspaperinto a market economy, and eventually embarked on a self-supporting, and pay taxes,self-financing, entrepreneurial road of self-development, and the development of anew industry in the information age. One of the most important features of themodern newspaper industry operation is two sales of the product: the first is sold toreaders, and the second is to sell to advertisers, the press is from the market at thesame time have two forms of service industry. And this brings a direct consequence ofthe newspapers generally restore the advertising business, the individual newspapersbegan to try the issue of reform of the way, the path of self-management issue, andbegan to contract such as printing,。Therefore, this study not only for improving theShenzhen Press Group’s core competitiveness and efficiency is necessary, but also onfurther enhancing the quality of our newspaper’s economy has a very importantpractical significanceIn this paper, Shenzhen Press Group, as the research object, based on thetheoretical analysis the diversification Newspaper Group’s diversification strategybusiness model. First analyzed the Shenzhen Press diversified comprehensivebackground: growth process, the macro environment, market competition; Secondly,in-depth analyzed the Shenzhen Press Group diversified business model, according tothe newspaper group operating status SWOT analysis, analyzed the Shenzhen Pressdiversification strategy strengths and weaknesses, propose strategic choice, explainingits necessity to diversify and feasibility; Finally, from a more strategic point of view，proposed some relevant implementing measures.This paper analyzes that, Shenzhen Press Group’s existing business model variety,to a certain extent, played a newspaper group’s resources, but there is still the choiceof target industries blind obedience, such as real estate, food and beverage industry;Newspaper Group should increase the field of multimedia and information servicesinputs; strategic planning based in Shenzhen, run the main business newspaper, toexpand the field of cultural information services, plus other industries combinedcultural walking the path of development, such as:"culture+real estate "mode; breakgeographical barriers, build the core brand values, truly out of trans-regional,cross-media, integrated, diversified, large international media development. In thepolicy recommendations that the newspaper group’s core is to grasp the main industry,expand cultural industry platform, careful selection of target industries and ways toachieve policies to create a favorable external environment and the Group’s internalenvironment.