Research On The Development Strategy Of Jilin Daily Newspaper Group

With the rapid development of global digital technology and information and communication technology,the Internet and mobile network information industry has gradually emerged and has begun to occupy every corner of society.The transfer of the audience has made the advertising market share a large trend in the new media field.According to statistics,in 2015,the newspaper's advertising revenue dropped by 34.5%,compared with the cliff-like decline in the same period last year.Under the dilemma of the traditional newspaper's audience and the number of advertisements,the newspaper group's operation is very pessimistic.In 2017,the newspaper's economic recession trend became more prominent.Compared with the rapid development of the Internet,mobile terminals,multimedia communications and digital distribution,the retail business of newspapers and newspapers became increasingly bleak,and the advertising business volume of urban newspapers fell sharply.The resumption of journalism has become the norm,and the difficulties faced by the newspaper industry in the development of competition and media formats are unprecedented.China's newspaper industry group has the dual attributes of enterprises and undertakings,and the problems of institutional and institutional contradictions,ideological delays and technical disadvantages restricting the healthy development of newspaper groups are very obvious.As a traditional party newspaper media group,Jilin Daily Newspaper Group played the role of the party's mouthpiece.Facing the new situation,the Jilin Daily Newspaper Group's media integration development road is not smooth,and the newspaper group's operating profit is not optimistic.The rapid development of the Internet,on the one hand,poses a huge impact and challenge to the traditional media industry.On the other hand,it also provides a new development opportunity for the traditional media industry.In view of the development status of the traditional media industry,this paper realizes the rational planning and implementation of the development strategy of Jilin Daily Newspaper Group through the analysis and research of the development strategy of Jilin Daily Newspaper Group,while ensuring that Jilin Daily Newspaper Group fulfills its corporate social responsibility.To increase the Group's economic interests and ensure the sustainable development of the Jilin Daily Newspaper Group.This study conducted an in-depth study with the Jilin Daily Newspaper Group as an object,and conducted an in-depth analysis of the development strategy of the Jilin Daily Newspaper Group.First of all,this paper explores the background and significance of the research,and expounds the methods and contents of the research.Secondly,on the basis of literature review and theoretical research,it summarizes the general situation and development status of Jilin Daily Newspaper Group.Data collection and collation,in-depth study of the company's internal operating conditions and invisible shortcomings,and then through the specific data research,analysis of the development strategy environment of Jilin Daily Newspaper Group,development of strategic environmental analysis is divided into external environmental analysis and internal environmental analysis,external environment Including the macro environment and industrial environment,the analysis of the macro environment of Jilin Daily Newspaper Group adopted the PEST model analysis method,which was discussed in depth from the aspects of politics,economy,society and technology.The research on the industrial environment of Jilin Daily Newspaper Group relied on Porter.The five-force model analyzes the competition between peer companies,potential competitors,threats of alternatives,supplier bargaining power and consumer bargaining power;then from financial management,organizational structure,human resource management,and enterprise Cultural and other perspectives on the internal environment of the Jilin Daily Newspaper Group The analysis was carried out.The SWOT model was constructed from the advantages and disadvantages of the Jilin Daily Newspaper Group and the external opportunities and challenges.The SWOT matrix of the Jilin Daily Newspaper Group was analyzed and four development strategies were analyzed.Based on the analysis results,combined with the strategic management theory,the goals of the Jilin Daily Newspaper Group's development strategy and the choice of development strategy were clarified,that is,the use of external opportunities to eliminate the internal disadvantages of the reverse development strategy,media integration development strategy and technological innovation development strategy.In the process of implementing the development strategy,we must pay attention to Internet thinking,innovate and develop,speed up the construction of technology platforms,strengthen the construction of “central kitchens” and other projects,reduce production costs,promote the integration of new and old media;shut down and turn weak newspapers and magazines,optimize structural layout;Strong news industry,create quality products,enhance the core competitiveness of the newspaper industry group;expand the industrial space layout of the group,further explore diversified development;combine modern business management mode,improve the modern enterprise system,break through the system mechanism;firmly establish innovation consciousness,adhere to Technological innovation,management model innovation,accelerate the transformation and upgrading of Jilin Daily Newspaper Group.Finally,in order to ensure the smooth implementation of the development strategy of the Jilin Daily Newspaper Group,the improvement measures were elaborated from the aspects of human resources,corporate culture,technical support,and fund guarantee,and finally reached effective conclusions.