The Analysis Of The Transformation And Upgrading Of Zhejiang Daily Press Group Based On Resource Dependence Theory

With the popularity of the Internet, new medias such as mobile media, digital television, internet protocol television emerge at the right moment; in the meantime, the timeliness, diversity, interactivity, demassification of new medias continually impact traditional media. The audience of printed media has been transferred, the mode of discourse has been challenged, the sources of advertising revenue has been adversely affected, the operating status of the newspaper industry has experienced a severe test and even worse the remark of " the fade of the Press" has been heard without end. In this embattled newspaper industry ecology, finding ways to survive in the cracks, following the footsteps of the new media age, and seeking a self-help approach by integrating the new media technology and concepts to achieve the transformation and upgrading of traditional medias have become the exploration and practice direction of major medias.Zhejiang Daily Press Group is a media group, born in the grass-roots companies most developed area, and is also the first provincial party newspaper group in our country with overall listing of productive assets and capitals. Moreover, Zhejiang Daily Press Group is the first business incubator among the media industry, which is currently going out of Zhejiang province, establishing branches throughout our nation and becoming one of the largest media clusters. In a word, Zhejiang Daily Press Group is of great research value, as it not only has media commonality, but also own characteristics.The Resource Dependence Theory is one of the important theories that study organizational change activities and emphasizes that the organization and the surrounding environment is interdependent, that is, organizations need resources but often they can not produce these resources; therefore, in order to get rid of external dependence, organizations deal with the issue of mutual dependence, strengthen the interaction with environmental factors through the mergence, mergers and acquisitions, joint ventures and other forms of alliances so as to maintain the degree of organizational autonomy.This paper firstly presents the interdependent relationship between Zhejiang Daily Press Group and its surroundings, including the economical, political and social impacts, and challenges posed by new medias that the printed media itself now is faced with. Then based on Resource Dependence Theory, the paper describes the path dependence of Zhejiang Daily Press Group and analyze how to transform gradually from the original integrator and supplier of content into the integrator and supplier of business resources and social resources; how to replace the content-based view with resource-based view and how to realize the transformation from "management of the press" into "management of resources".