Inside The ChangXing Media Group

April2011,the first county Omnimedia Media Group was established in Changxing County, Zhejiang Province.But its establishment has not been formally approved of The State Administration of Press,Publication,Radio,Film and Television of China.It is a very unique Media Group,on the one hand,it has the embarrassment of identity, on the other hand,it continues to break obstacles and limitations of county-level media,and try hard to become bigger and stronger,and it has made certain achievements.The author came to the Changxing Media Group,observed the organizational structure of the Group, the production mode of operation,and involved the process of Group’s news products.The author collected first-hand information through interviews with different groups of people.This paper focuses on the detailed analysis of Changxing Media Group.To begin with,this paper analyses its environment with PEST method.Secondly, this paper analyses its organizational structure, human resources, industry, product, development strategy. Thirdly this paper analyses its opportunity,strengths,weaknesses and challenges with SWOT method,and proposes some development strategies.Finally,this paper draws the inspiration.The author believes that the Changxing media group deserves to be studied,and its development is successful.Its omnimedia strategy is worth be learned by the other Media Group.But the issue of the legitimacy of itself and its publications,organizational structure,ownership structure,profit model and so on should be solved.