Community-Based Development Strategy Of Modern Life Daily

The living condition of paper media in China has deteriorated since last year as main newspapers such as Shanghai Evening Post, The First, CZT Today, Life News and Real Estate Times, which used to play a significant role nationwide, were successively shut down, quitting tragically the stage of history. This year, paper media advertisement continues to fall drastically. CTR's statistics indicates that the decent rate reaches to 33%, though calculated only with the publish price. Actually, the figure may be even higher, exceeding 40% if factors like discount and favorable treatment are taken into consideration. Newspapers and magazines have unprecedented difficulty in audience and publication. Circulation of paper media decreases to 15% on average. The austere situation forces businesses in this industry to search for cross-media integration and transition, hoping that marketing competitiveness could be strengthened and sustainable development could be achieved by integrating resources with good quality, improving operation mode, etc.Modern Life Daily, second branch of Guangxi Daily Media Group, is under frustration in this impact wave. Shi Fang Culture Communication Co.Ltd, its formal advertising contractor, terminated cooperation relationship after the contract had expired by the end of December, 2014. Modern Life Daily has to count on itself in advertisement management, whose problems shown in management of talents, clients, business running, etc., unable to guarantee the balance of payment and keep excellent editors. It is therefore urgent to find out a way of transition and sustainable development.Taking Modern Life Daily with community-based development as research objective, applying theories related to strategic management, Michael Porter's Five Forces Model and SWOT Analysis Model, this paper analyzes its macroscopic environment, level of competitiveness and strength and weakness of its resources, puts forward, combined with reality, a strategy of transiting Modern Life Daily into a community-based newspaper, and offers typical description of community-based service by developing or cooperating with community-based entity stores, groceries or supermarket. The paper proposes as well a set of measures to guarantee effective implementation of this transition. It is necessary for Modern Life Daily to carry out the strategy steadily and step by step in respect of structure reorganization, management mechanism, content adjustment, business adjustment and human resources management.