Research On Development Strategy Of Yunnan Branch Of China News Agency

The news is the window to people of understanding the world, people access to the information of the social development by grasping the news, it can be said that the news information is an indispensable part for people’s life. And the media always play a pivotal role in the dissemination of news information. This article selected the news media as the research object, analyzing the local news media industry and putting forward advices to the strategy of development for them, we hope these advices will help the Yunnan Branch to create competitive advantage.This article starts from the change of the media industry in the new century, selecting the Yunnan Branch of Chinese News Agency as the research object, starting from the rapid rise of the Internet and "into the WTO", and do a fully analysis of the effects on traditional media industry by the tremendous changes. Using the SWOT to a fully analysis method to the Yunnan branch’s own conditions and industry environment, having got the advantages, disadvantages of Yunnan branch and the opportunities, threats of the media industry environment, then based on the SWOT analysis’s results and provided some strategic advices for the future development of Yunnan Branch of China News Agency.This study suggests that the Yunnan Branch of China News Agency should give full play to the regional advantages and core advantages, combine the core advantage strategy and diversification strategy, reserve excellent human resources, establish an excellent enterprise culture with the sprite of sincere, dedicated, enterprising and innovation, create an excellent brand of local news media, lay the foundation of development for the Yunnan Branch of China News Agency during the dramatic changes of the industrial structure, and Get a firm competitive advantage.