The Research Of The Development Strategy Of Ningbo Daily Group

With the dramatic changes of the policy environment, market structure and technological means, the newspaper groups start to be overwhelmed by all sorts of challenges and bottlenecks after a rapid growth. Those newspaper groups especially the ones in prefecture-level cities, endure double pressure from the market compete with central and provincial media groups and the challenges from growing new media. To the newspaper group, how to develop in the next phase has become a realistic problem. The paper chooses Ningbo Daily Group as case study and analyzes its development environment and explores its strategy systematically in the hope of providing some lessons for other newspaper group with similar situations.The writer begins with the generalities of strategy development theory, mainly the PEST,SWOT and the Five-force Model, working as the theoretical basis for the paper. Then, it reveals the brief history and current situation of Ningbo Daily Group, and inspects the exterior and interior environment using the above-mentioned models. Specifically, the writer provides the routes to improve its development strategy, including enhancement of the core business, diversification, intensive management, digitization, market-based operation, capitalization and better HR management system.