Research On The Development Strategy Of China Report

In recent years, although the varieties and the quantities of paper publications showed an increasing trend, the total business sales volume has continued to decline.In contrast to the struggling status of paper publications, digital publication has showed a thriving scene. According to official statistics, the production of Chinese digital publishing industry has increased from 21.3 billion yuanRMBin 2006 to254.035 yuan RMB billion in 2014, which has a much higher continuous average annual growth rate than other industries. There is no doubt thatdigital publication has become a new economic growth point in the publishing industry in China.Currently, new media concepts, new technologies and knowledge are constantly changing and developing, the characteristics of interactivity and universality of new mediashave become increasingly prominent. Especially in recent years, with increasingly improvement on technology of new media, "new media" has become the "new normal" in people’s life, therefore the discussion on "paper media winter" theory has begun. Using the magazine, the main varieties of paper publications, as an example, the market space has reduced, the loss of readers has become a reality which many magazines have to face. It has become a compulsory course for every magazine operator that they have to learn how to get a long-term development in the new market challenges.For China Report magazine, as the main journal(the institutions under Chines government) under China International Publishing Group(China International Publishing Group), the implementation of enterprise strategy transformation, the scientific strategy management, the challenge of new market and the activation of brand’s potentials are the key issues which this article is particular trying to resolve.Therefore, this paper will combine the key points and in current development and management of magazine media and analyze deeply in the issue of strategy transformation for China report magazine from three levels. Different kinds of methodologies have been used in the analysis, e.g. case study, comparative analysis,onsite investigation, the basic theory of enterprise strategy management, internal and external environmental analysis, wave Five Special Forces model, the Boston matrix evaluation, SWOT analysis and other classical theories.The first level: why China report magazine needs to transform. Argument on this issue is mainly usingthe changes in the print media as the background, through internal and external environment analysis to demonstrate the necessity for transformation. The second level: what direction should China report magazine make its transformation to. This is the core part of this paper, based on the deep analysis of environmental and internal resource of China report magazine,to determine the direction of the transformation of China reported magazine –Transformation from traditional paper media to multi-media publishing enterprise which focus on spreading the contents of media. In the specific strategic transformation, there should be steps and phases to promote the transformations from traditional publishing to digital publishing combine media enterprise. Aiming at each phase of magazine, striving toprovide a full range of customer service and meeting customers’ demand.The third level: how China report magazine makes its transformation. This paper will use four aspects which have influence on media survival- content, distribution, advertising,branding, interpret the implementation of strategy transformation through some case study.Based on study on the enterprise strategy of the China International Publishing Group and the case study of China report magazine, the paper has provided the conceptual basis to construct the operating platform for all medias, and also provide operational reference to the adoption of market principle for Chinese publishing industry...