Research On The Dilemma And Breakthrough Of Strategic Alliance Of Local Competition Under The Background Of The Transformation Of The Newspaper

Chinese newspaper supplies annual meeting shows that in 2014 the national press paper consumption was 2760000 tons, 310000 tons less than 2013. From 2013 to 2014, the total 209780000000 pages of newspaper publication printing, reduced by 5.1% compared with t he previous year, the overall circulation of newspapers continue to decline. 2014 1-11 mont hs of newspaper advertising revenue fell 17.7%, a decline of more than 8.1% in 2013. For th ree consecutive years of decline, the newspaper advertising revenue fell 30% compared with 2011, a record low of a record in recent years. The data shows that the newspaper industry downturn. As the main part of the traditional media, Newspaper media in the fierce competit ion need to open up a new market space. It needs to continue to enhance the market competiti veness. The traditional old pail theory has begun to fail through the powerful combination,Looking for external forces, seeking new cooperation, alliance, the formation of a comm unity of interests, to reduce their operating costs, the realization of the 1 plus 1 is greater t han the effect of the 2 force, will become one of the main path to respond to market changes in the future.The strategic alliance is not a completely satisfactory way of development, wh ich also has its weakness. How to control and reduce the adverse factors in strategicalliances, has become the focus of this paper. Analysis of several common problems of the strategic allia nce of local newspaper: the uneven distribution of benefits, brand and personality characteri stic disappeared, forms of cooperation, cultural integration, partner selection errors. We believe that the causes of these problems can be attributed to the lack of deep understanding, strategic alliance members interests in differences and relationship of inequality, the manage ment system is not standardized, enterprise culture is not compatible with the lack of releva nt policies and regulations. In view of the above problems, this paper from the aspects of the preparation, the strategic alliance of local newspaper industry conditions, management, security and stability are given the corresponding countermeasures, in order to improve the applicability of strategic alliance of Chinese local newspaper and reproducible, and provides a feasible development strategy transformation of China’s local newspaper.