The Research On The Developing Strategy Of Operational Special Issue Of Hunan Daily

Since the rapid development of new media posed the serious challenge traditional media,how does the party newspaper break out of the encirclement of new media and then open up its own operation has increasingly become the topic of the common concern from the industry and academic circles.Under this background, the newspaper starts to seek new economic growth point by means of the Operational Special Issue."Hunan Daily"advertising department runs the Operational Special Issue to meet the need of the audience and make profit.Therefore,this paper aims to study the Operational Special Issue of Hunan Daily to seek a survival and promising path.The Operational Special Issue, a form of communication of newspaper,which is market-oriented,based on industry, focus on consumers,for the purpose of profit,and combines the industry news and advertising.The research of the Operational Special Issue found that the Operational Special Issue adjust itself to the hotspot and central issue,and aims at the government offcials with the proportion of the managers of the enterprise rising.The strategy design of Operational Special issue of Hunan Daily includes the following three aspects:optimizing the design of page to beautifying the Operational Speicial Issue;providing double service to create a useful supplement;mining the customer resource to make profit. Then analyze that the functions of it present in three aspects:guiding the public opinion based on the party authority judging from the social benefits;achieving renevue targets based on the market,from the point of economic benefit;constructing the soft power of Hunan Daily,from the ground of cultural benefit.The Operational Special Issue of Hunan Daily forms:planning activities by taking advantage of the red resources;establishing the depth of the Operational Special Issue to make up for the weakness of party newspaper; paying attention to the original content innovation to accomadate the development of times.To draw on the experience of the Operational Special Issue of Hunan Daily,we can get insprration from the theree following aspects.First of all,setting up the concept of big advertising when taking advantage of party newspaper,and making profit by means of scheming,advertising in a untraditional way. Secondly,establishing a mechanism which is beneficial for both the manager and staff,operating a business paltform.In the end,taking the blue ocean strategy,aimed at the high-profile industries,when focusing on the long-term strategic propaganda.According to the problems which is performed by the Operational Special Issuer:the narrow field of reports;lack of interaction with the audience,the weakness of the integration new media,the paper put forward three advices,which is broadening the aspects of reports,innovating the pattern of interaction of the audience, and strengthening the integration of media marketing.