New Mark "Ta Kung Pao" Business Management Strategy Research

Chinese media industry in the reform and opening up30years of exploration anddevelopment process, forming a "business unit, enterprise management" feature andpattern, which also stressed the fundamental role of media management, and new mark"Ta Kung Pao" as the most influential20th century China, Issue longest majornewspaper, and its media management strategy on the successful experience is worthin today’s media industry and academic attention and discussion..Stand at the height of history, combined with a new mark "Ta Kung Pao", thenewspaper background and historical stories, media management along ideologicalcontext, detailed analysis of the new mark "Ta Kung Pao" from day to daymanagement of the newspaper to its strategic marketing and corporate imagemanagement strategy series, its strategy is divided into three sections: theestablishment of modern enterprise system, conduct media marketing, handling ofpublic relations. Through these three sections is further broken down and dissected,summed up the new mark "Ta Kung Pao" success thanks to the reasonableorganizational structure, complete management system, scientific human resourcesmanagement, improve circulation, the amount of advertising increase, contentmarketing innovation, sense of public relations and public relations practiceimplementation, corporate image and corporate culture in shaping the implementationand crisis public relations skills.Finally, integration of the specific problems encountered today’s media, throughthe new mark "Ta Kung Pao" management strategy in-depth analysis and research, andfurther refine and induction of a new mark "Ta Kung Pao" in the operation is worthlearning and promotion of the general laws, the formation of today’s media revelationin business management, namely the establishment of clear property rights, reasonablestructure, complete system, personnel scientific modern enterprise system; conductmedia marketing, changing heavy manufacturing, light the traditional concept ofmarketing, expanding distribution, advertising market, adhere content marketing, tocreate specialty products, diversification of profit mode and the importance of internalunity, external harmony public relations process, these business management strategyfor today’s media still has considerable reference value.