Study On The Development Strategy Of China Enterprise Press

In the 40 years of China's reform and opening-up,the Chinese newspaper industry has gone through a 200-year history of Western paper media.With the development of the times,the change of the industry,the progress of science and technology,the change of competition,all the newspapers in China are facing new opportunities and challenges.As the highest newspaper organization in the field of media publicity of domestic enterprises,how to adapt to the general environment of the development of the times,the new environment of industry change,how to cope with the more complex and fierce competition changes in the new media era brought about by the progress of science and technology,how to grasp the opportunity and meet the challenge with what kind of development strategy,so that the newspaper is rooted in the vast fertile soil of Chinese enterprises,further condenses the characteristics,develops and expands,is the inevitable strategic task.Under the background of the profound changes of the internal and external environment,it is of great practical significance to study the strategic development of Chinese corporate newspapers and provide useful guidance for the healthy development and growth of Chinese corporate newspapers.The Chinese enterprise newspapers discussed in this paper have developed their own characteristics and styles of operation and management through long-term contact with enterprises,propaganda enterprises and service enterprises,its authoritativeness and professionalism are increasingly recognized by the press and business community.However,in the current situation where the traditional newspaper industry is declining and new media is developing rapidly,the management of newspapers must actively adapt to the requirements of the new media era,carry out self-reform and innovation,and establish a business development strategy that is in line with its own actual conditions.The strategic development research carried out for this purpose is not only a realistic requirement for the development of newspapers,but also the main content of this article.By means of social investigation,literature analysis,empirical induction,interview and inquiry,this paper studies the background and present situation of Chinese enterprise newspapers,analyzes the internal and external environment,competitive advantages and disadvantages,combined with SWOT analysis and the guidance of enterprise strategy theory,so as to determine the management and development strategy of Chinese enterprise newspapers in line with the development environment of the times.Under the guidance of the theory of Enterprise Development Strategy,through the study of the case enterprises,this paper holds that,based on the fierce competition in the national newspaper market,the external environment of newspaper development has macroscopic opportunities,but in reality the market threat is very huge,must adapt to and control the external environment for the use.Combined with the SWOT analysis matrix of newspapers,it can be seen that newspapers should concentrate their efforts on promoting the transformation and development of their core business,by vigorously developing new media,promoting the integration of resources,and adjusting their organizational structure,more resources will be allocated to the business front-end,better and faster response to the needs of the public,for the majority of customers to provide a good communication effect.In terms of the choice of development strategy,newspapers should implement enhanced growth strategy,adjust core business model and improve market penetration;develop new operation system and increase business fields;cross-regional management and broaden market space;segment market and develop potential customer groups;implement coordinated development and join complementary cooperative alliance channels.In terms of specific business and product development models,newspapers have to compete in accordance with the three main lines of the news line,service line and business line.In terms of news lines,resources sharing and integration of the original traditional news operation mode should be carried out.In terms of service lines,we must strengthen customer service,including the actual experience for advertisers and consumers.In terms of business lines,it is necessary to develop to the upstream,middle,and downstream of the media and realize the cohesion and centripetal force of the core business of the newspaper.On this basis,newspapers should build a competitive advantage,accelerate the development of the market,advance the implementation steps of the strategic management,strengthen strategic adjustment and control evaluation,thereby forming a resource aggregation and strategic guarantee effect under strategic guidance,and promote better and faster development of newspapers.