Research On The Development Strategy Of Nanjing Newspaper Publishing Company

At present, China is entering a new era which is characterized by "new economic normality". The opening of the new era of economic, means that that China’s economy has entered a different stage from the period of rapid growth over the past 30 years, the growth rate of decline, structural optimization and innovation driven to become a distinct feature of this new stage. Under the new normal environment, the media industry chain is a profound change, Newspaper distribution industry on the chain is affected greatly.On the one hand, with the economic slowdown and structural optimization of the structure optimization, China’s macro economy is facing downward pressure in the short term, the newspaper industry and many other traditional industries are experiencing a process of excess capacity. On the other hand, innovation under the environment of new normal driving bring great changes to the environment of the media industry, especially under the impact of the mobile Internet, the print media industry suffered crisis as a whole, the reading quantity, advertising and circulation was cliff style decline, the rapid decline in industry profits, making the development environment of newspaper distribution industry has changed dramatically.The new normal to the newspaper issued a more severe economic and financial environment, but also brings a rare depth of transformation strategy. Under the new normal, Nanjing Baoxingda Newspapers Distribution Firm need to firmly grasp the opportunities brought about by the new normal transformation, foster strengths and circumvent weaknesses, with its development endowment of corporate level strategy, in industry recession to find their own place.This paper first describes the background and significance of the research, the research methods and data sources, and puts forward the possibility of innovation and the shortage of the article. Secondly, it is a summary of the relevant theory of corporate strategy, domestic and foreign research status and the main methods used in this paper. Then, the paper introduces the basic situation, management situation and development of the Nanjing Baoxingda Newspapers Distribution Firm. Then respectively using PEST analysis method, Porter Five Forces Model and SWOT analysis method analyze the southern news issue facing the macro environment, industry environment, their advantages and disadvantages, external environment opportunities and threats.Finally, on the basis of qualitative and quantitative analysis, this paper considers that t Nanjing Baoxingda Newspapers Distribution Firm use their own resources and capabilities in the issue of the newspaper industry, the implementation of corporate diversification strategy, and a clear strategic landing direction is the landing delivery of the express industry. On this basis, this paper expounds the stage plan, the existing practice, the future arrangement and risk control of the diversification strategy.