A Study Of Press Media's Influence On Government Policies And Activities

After nationwide metropolis newspapers experienced“Golden 10 Years” of development,all over metropolis newspapers have approached the bottleneck, even a recession.Since the great influence, such as domestic economic growth, domestic public control, media industry marketization, new media “stock watch”, We-media impact, it is past that the profit of traditional metropolitan newspapers just reply on advertising. The market is changing so fast that the decision-making are shocked, who came from the traditional authorities and institutions, as well as the execution layers who have not make transition yet. The rapid decline in advertising sales forced that the metropolis newspapers have to open their mind, to restructure and develop; metropolis newspapers will not be eliminated.Thisthesis is based on M News and aimed at finding an effective strategic transformation strategy at its bottleneck. This thesis takes methods, such as literature analysis, current situation survey, domestic and foreign cases alignment method; jumps out of the routine business ideas of M News; is based on the modern enterprise management concepts; re-integrate the internal and external resources of M News; committee to M News playing an independent and diversified the modern enterprise, which M News is as the core of newspaper.First of all, through deep analysis, this thesis points out that during 15 years operation, no clear strategic decisions that results in internal management turmoil and business ideas confusion. And through the internal existing successful cases, this thesis presents that Newspaper M should be implemented customer-oriented strategic decision-making.Secondly, this thesis comes up with the inherent vision and ideas, and creatively proposes that Newspaper M is better to introduce management consulting firm's assistance; introduce foreign capital and foreign personnel to get involved in operations management; break the original concept that one newspaper conquer the world; is based on the guiding ideology of “Beijing, Tianjin and Hebei province integration”, combines the strategic decision in customers; abandon development of the backward concept rooted in Tianjin; open the view; basis Tianjin to develop in Beijing-Tianjin-Hebei.Third,this thesis makes a proposal that M News should introduce a large number of high-level talents. Based on re-training the existing stuff and re-arranging posts, M News should updated the inherent concepts such as regarding the advertisers and readers as main customers to regarding all individuals or enterprises who may purchase services as customers or potential customers. What the newspaper should do that is to provide customers with a variety of needs in news and the off-line activities, new media operations support, business incubators, investment and financing services.This thesis applies large amounts of data analysis and use case summaries as an argument to support the validity and importance of the strategic decision. This reasonable proposal came up with forward effective strategic vision as M News' long-term development plan, and will become the theoretical basis formetropolis newspaper transition all around China.