A Research On The Diversification Strategy Of The Gansu Daily Newspaper Group

Various industry data showed that Chinese traditional newspaper industry has entered a recession.Gansu Daily was not spared as a Western Press Group.Since the end of 2016,Gansu Daily has suffered an overall loss for the first time,and the newspaper industry’s operating performance has declined.It can be seen that the traditional newspaper group has only become narrower by the survival and development of the newspaper industry.Reform,transformation and upgrading are inevitable.The development of diversified businesses provides a solution to alleviate the crisis of the newspaper industry.The newspaper group also has some diversified business.However,the proportion of diversified industries is relatively small,and the level of operation is relatively low.It is difficult to provide strong support for the development of newspaper groups.If the drawbacks of diversified industries cannot be eliminated in time,it will inevitably have a negative impact on industry operations and even endanger the survival and development of newspaper groups.In this situation,reference to the domestic and foreign advanced experience and analyze the traditional newspaper group’s diversification strategy in view of the actual of GanSu Daily Newspaper Group,and proposes solutions and ideas for resolving existing problems in light of the reality of GanSu Daily Newspaper Group,It is active and practical significance in the future development of GanSu Daily Newspaper Group.In this paper,combining the development status of various industries under GanSu Daily,using PEST analysis the company’s external environment and SWOT analyze of the company’s internal conditions.And using the Boston Matrix to analyze the development status of the diversified industries of GanSu Daily Newspaper Group,and put forward the optimization goals of the diversified industries and the direction of adjustment of the industrial layout.It is recommended that further clarify its macro objectives in the development of diversified businesses,decisively adjust the pattern of diversified industries,and concentrate existing resources to develop advantageous industries.Under the premise of ensuring the stability of the traditional newspaper industry,we will vigorously develop related diversified industries such as modern media,e-commerce logistics,news and feeds,and cultural industry investment and financing.At the same time,it will also liquidate and spin off businesses such as loss-making urban newspapers,consumer goods and so on,so as to avoid unnecessary proliferation of costs.We have boldly reformed strategic support systems such as corporate culture,human resource management systems,financial systems,and organizational systems to form a complete modern enterprise system.Transform GanSu Daily Newspaper Group from traditional newspaper group to modern media enterprise group.The research sample Gansu Daily of this article is the leading enterprise of the Northwest Newspaper Industry.Its research results have a demonstration effect on the newspaper industry in the western underdeveloped regions,and its advanced experience has the value of popularization.