Research On The Strategic Transition Of Xin Newspaper

With the appearance of new media-such as the network, mobile phone et al, thetraditional newspaper was under a lot of pressure. In the background of all media era andthe reform of domestic cultural system, the newspaper industry reform has becomeinevitable development trend. In the inactive environment of private economy, thecompetition between metropolis daily was very fierce. The competition occurs in theseareas of news resources competition, advertising resources, and human resources. As thefirst of newspaper by means of a private, its occurrence and development not onlyembodies the tolerance of the reform of the cultural system, and it also means theharshness of market competition in many live cases. In the real business developmentprocess, the newspapers’ advantage has not been fully reflected, even if it has the mostflexible system. On the contrary, it become short plate in the development. Based on thisbackground, this paper especially takes the strategic transition of Xin newspaper as theresearch object. This paper analyses the10years experience strategy examples in Xinnewspaper, combining with the new environment for Xin newspaper, and give somepractical significance and operational development strategy.First of all, the paper introduces the research background, the purpose andsignificance of research. Then this paper discusses the research method and technical routeand the strategic management theory. Secondly, the external environment of Xinnewspaper is analyzed by the strategy analysis tools PEST, and then resource-basedmethods and analysis of core competitive advantages were used to recognize the internalenvironment of Xin newspaper. According to the result of the analysis, the article sums upthe advantages and disadvantages, and the challenges and opportunities using the SWOTmethod. At last, this paper give the strategic objectives，the strategic principle, and thefunctional strategy for organization, marketing and human resources.In a word, the strategy management theory is applied in the development of Xinnewspaper for the transformation in practice as to give the feasible development strategyunder the guidance of the concept of green culture. The Xin newspaper will achieve the strategic target of interaction between newspaper and net, combination news withinformation, and provide the valuable news.