Competitiveness Evaluation And Improvement Countermeasures Of Zhoushan Newspaper Media

Due to its low resource consumption,low environmental pollution,high economic driving force,and high industrial linkage effects,the cultural industry is known as the "rising sun industry in the 21 st century" and has become a new engine for economic development and social progress in many countries and regions.As a news information service unit,the newspaper industry group is located in the core area of culture.With the development of the global economy,the newspaper industry is undergoing a rapid transformation.While competing with the traditional paper media and the media such as radio and television,In recent years,the development of the newspaper industry is facing difficulties due to the loss of readers and advertisements caused by the impact of new media,the legacy of institutional mechanisms,excessive reliance on advertising revenue,lack of talents,and unreasonable and homogenous competition in the newspaper structure.The scientific competitiveness evaluation system can not only assess the current competitive status and level of the newspaper industry group,but also play a guiding role in the future development of the newspaper industry group.Based on some theories and research achievements of domestic and foreign scholars about enterprise competitiveness,this paper constructs a comprehensive evaluation index system of newspaper media group competitiveness based on the competitiveness index system of large enterprise group of the National Bureau of Statistics,and empowers the evaluation index through the analytic hierarchy process.Zhoushan newspaper media group is the research object.The paper evaluates the competitiveness of Zhoushan Newspaper Media Group by the method of fuzzy comprehensive evaluation.Through the empirical analysis,we find that the index values of Zhoushan Newspaper Media Group in the two types of indicators of development power and incentive and restraint mechanism,as well as the single index values of capital operation,digital transformation,business expansion,corporate culture,and talent motivation,are too small.There are insufficient competitiveness in these aspects.According to the analysis,this paper puts forward three countermeasures for Zhoushan Newspaper Media Group to improve its competitiveness.Optimizing the strategy of the system and mechanism,improving the incentive and restraint mechanism;Top level design reconstruction strategy,remodel future development strategic plan.Through business model innovation,flexible use of capital operation mode,build a media communication pattern,expand diversified business platform,constantly adapt to changes in the external environment,maintain and create the competitive advantages of the group;By optimizing the system and mechanism,straightening out the management system,perfecting the incentive mechanism and establishing the enterprise culture,the management ability and level of the headquarters of the newspaper media group can be effectively improved;Through top-level design restructuring,establish "three consciousness",judge the competitive elements of the current newspaper media industry,predict the future development trend,carry out a systematic planning of the group development from a global perspective,and enhance the group's ability to participate in future competition.