The Operating Strategy&Countermeasure Analysis Of The Listing Business Of People’s Daily Online

In recent two years, with the development of news websites’ transformation into enterprises and listing business, media transformation has become one of the hot topics people discuss again. In Oct.2009, the Central Committee of CPC started the trial of national key news website transformation into enterprise reform, in which People.com was the first one of the first reform group of ten news websites. By the end of2010, the reform and trial of transformation into enterprises of People.com and other9key news websites has been completed basically. On April27,2012, Peoples Network was listed on the Shanghai Stock Exchange via IPO, becoming the first news website which was listed as a whole in the A-share market in China. Statistics showed that the successfully listed business of People’s Network after transforming into enterprise, with aid of capital market, develops quite well, and gains great achievement witnessed by people from all walks of life. However, the remarkable performance of people.com is only the beginning for the entire Chinese media industry. The reform of Chinese media industry will continue to develop in depth, and the deep end of reform is likely to be touched.In this thesis, the author put the successful listing of People’s Daily online as context, emphatically discussed some strategic choices the company has taken, such as product development strategy, diversification strategy. market-leading media strategy, internationalization strategy and so on to consolidate the achievements, meet the market challenges and realize its social value as an official media under the complex and changeable market environment. At the same time, the author explored some risks the corporation may encounter in the process of implementing these strategies and also contributed some countermeasures and suggestions. Finally, it came to the conclusion that People’s Daily online should treat its content, technology, talent, and copyright as key breakthroughs and develop them in depth with the help of the power of the capital market and eventually consolidate its dominant position in the domestic market and stride towards the international first-class network media.