Analysis On The Competitiveness And Development Strategy Of Newspaper Group In Cross-media Time

The Third Plenary Session of the 18th Central Committee of the Communist Party of China which held in Beijing from November 9 to 12,2013 attached great importance to the Chinese Cultural Construction. The Session pointed out that'we must deepen cultural system reform by centering on building the core socialist value system and developing a strong socialist culture in China. We should accelerate improvement of the system for managing the cultural sector and the mechanism for cultural production and operation, establish and improve a modern public cultural service system, establish the basic framework of a modern cultural market system, and bring about great development and enrichment of socialist culture.'In order to touch the target which highlighted by CPC-'Improvement of the system for managing the cultural sector and the mechanism for cultural production and operation', the reform will be necessary. Particularly, the traditional media with high expectation should pay primary role and set a good example in the reform.As the emergency of cyber media and the development of the informational technology, the pattern of tradition media is constantly changing. The compound media replaced the traditional media in various aspects, such as television, radio, news paper, magazine and so on. Consequently, the edges of different kinds of media have become increasingly vague, as well as the specialization of traditional media. In order to occupy the larger marketing shares and obtain more benefits, how to reform and innovation is a big issue and challenge for the New Media, especial Cross-media which under such a background.However, it is widely believed that the management of Cross-media is hard to achieve success simply and immediately, which could be evidenced by the large number of failure cases. Therefore, the research and study on the operational model, theoretical path, strategic choice are significantly important and valuable for the understanding of the Cross-media and improvement of its management and operation.On the basis of review and analysis of related to articles and combination with the theoretic knowledge and empirical analysis, the author conducts the research on the competitiveness and development strategies of the News paper H.This article first analyzes the developing trend of domestic and foreign Cross-media, and then researched the operating status of the News paper H. Secondly, the "Michael Porter's Five Forces Model" and'SWOT Model'were be used to analyze the competitive environment of the News paper H. Based on the existing data which used by the methods of Target Factor Analysis (TFA), the competitiveness of News paper H was released on the third part. Finally, this article analyzed the management pattern of Cross-media and put forward some strategies, for example, reforming the existing operational mechanisms, broadening integrated marketing net, building well-known brands, and focusing on multimedia globalization strategy for primary examples.