Research On Competitive Strategy Of The Legal Evening News In The Context Of Media Convergence

In the Internet era,the access to information has been changed by new technologies.The status of press media,with paper as the communication media and advertising as the pillar of profit,has been severely impacted by the Internet media.With losing subscribers,dropping circulations and plunging advertising revenues,newspapers have to struggle to survive.Legal Evening News,as a major metropolitan newspaper in Beijing,also faces the same problem.Although Legal Evening News started to make attempts on transition of media convergence since 2013,it has not achieved good results and the crisis still exists.In this situation,it is increasingly urgent for Legal Evening News to make an effective strategy of competition and make a successful transformation.Based on the critical period of transition of Legal Evening News as research object,the transition of media convergence oriented,competitive strategy theory as the instruction,this thesis uses the literature review,comparative study,participatory observation,survey and other research methods.It focuses on competition strategic countermeasures for the Legal Evening News under the background of media convergence.Realistic transformation concept is put forward in this thesis.Firstly,the paper introduces the background of media convergence and the theory and analysis method of competitive strategic choice.Secondly,it expounds the development course of Legal Evening News and the realistic predicament during the transition period.Then,by using macro environment analysis model and Porter's Five Forces model,the external environment of Legal Evening News is analyzed,and its opportunities and threats are concluded.At the same time,with the aid of value chain analysis tool and comparing with competitors,the paper analyzes the internal resources and advantages of Legal Evening News,and summarizes its advantages and disadvantages.In the last part,combining the above analysis and research,this paper uses the SWOT matrix to determine the differentiation competitive strategy of Legal Evening News and effectively implement the differentiation in the production,service and advertising processes of the value chain.And from the aspects of organization and mechanism,human resource management,technical input,this thesis expounds the implementation of differential competition strategy of Legal Evening News.