Research On Development Strategy Of Golden Age Periodical Office

Chinese media industry has implemented the pattern of “ institutional organization management mode or the enterprises management mode” at long-term. Under these administrations, most of the media enterprises are in deficient of marketing operation ability;therefore, it is difficult for them to adapt to market economic operation rules.In recent years, internet and information technology has rapidly developed and is gradually changing the way how the medium content is created, broadcast, and consumed. The transition of periodical is a necessary trend for its future development. Like most of the other periodicals,Golden Age Periodical is facing the similar dilemma: both internal and external threads. Internally,we haven’t built up modern enterprise management system yet; externally, we are facing with the challenges brought by internet tidal wave. With the coming of digital age in world’s range, the reading way has transformed from traditional medium to the new media.How should Golden Age Periodical apply the theory of strategic management to establishing new mode of modern enterprise system; How to balance the relationship between traditional periodical and digital publications in the face of new media, realize the combination of“digital-version” and “paper-version” and add the most industry value. It is essential and will determine the survival and development of Golden Age Periodical.Through going back on the development history of Chinese periodicals, the paper adopts the related theories of developing strategies to analyzing, studying and discussing on the external and internal strategic environment of the Golden Age Periodical and summarizes the plan of developing strategy of it. Based on an individual case about strategic transformation and system transition of the Golden Age Periodical, the paper discusses about how to design the business mode which can adapt to the internet logic, how to determine the new management mode,organization mode, operation mode in the new internet age and how to make strategic development revolution on the basis of persisting in the principles of league periodical because it is the main stream media for the public. The view of the strategic revolution of the Golden Age Periodical can also provide new reference for other periodicals in the new media environment.