Research On The Management Strategy Of Listed Companies Of Party Newspaper Group Under The Background Of "Building A New Mainstream Media"

With the introduction of a series of policy opinions,the creation of "new mainstream media" has become a hot topic that the industry and academia have paid close attention to during the transformation of traditional media.General Secretary Xi Jinping pointed out that “Promoting the development of media integration and building all-media has become an urgent issue facing us”.The goal of media integration development is to “create a group of new mainstream media with strong influence and competitiveness” and “Several powerful new media groups.”The development of media integration covers multiple levels: "content,channels,platforms,operations,and management." The author combed through the literature and found that academics explore related issues from the perspective of improving the guidance of public opinion.The strategy of creating a “new mainstream media” is relatively few based on the analysis of “operation and management”.Looking at the history of media development in China,it is in a sense a history of media seeking economic support.Improving business strategies and improving profitability are not only the inherent requirements of creating a "new mainstream media",but also the survival of the media.Combining my own practical experience and areas of interest,the author focuses on "what kind of business strategy should the party newspaper(group)adopt in the process of creating a new mainstream media(group)".The concept of "new mainstream media" is born out of the concept of "mainstream media" imported.After undergoing the "theoretical journey" of domestic translation,the "mainstream media" has changed from a critical concept to a domestic media suggesting its "legality" discourse resources,changes in the living environment of traditional media,and especially the rise of Internet media have given rise to the concept of "new mainstream media."As far as the party newspaper is concerned,doing good business activities is still a link that it needs to pay attention to in the process of creating a "new mainstream media." Historically,doing good business activities has directly promoted the development of China 's media since the reform and opening up.Under the new historical conditions,the Party Central Committee has given the Party Newspaper a “new mainstream media” and assisted national governance.However,iteration of technology and audience differentiation have led to the completion of the target Coming to the challenge,doing well in business activities and obtaining economic support are important links to meet the above challenges,and the party newspaper must respond.From the perspective of media operation and management,the operating results disclosed by the listed companies of the Party Newspaper Group provide a window for understanding their business structure and generalizing their operating experience.In consideration of representativeness in terms of business tradition,regional location,and administrative level,the author chose three party newspaper listed companies from People's Daily,Zhejiang Digital Culture,and Guangdong Media as research samples.Using financial analysis methods,the three companies' financial data for five years(2014-2018)were sorted out and analyzed.And the introduction of the concept of "profit weight" to further identify the more profitable businesses,summarized the operating characteristics of the three companies as: stable integration,complete transformation,and small expansion.The reference of the listed companies of the three party newspaper groups to other party newspapers is that the "new mainstream media" can adopt a business strategy of "adjustment,consolidation,enrichment and improvement" : the traditional "secondary sales" model is adjusted to "O2O" model;consolidate core business and appropriately enrich diversified business;improve business digitalization level and accelerate integration development.Financial data shows that at present,the profit of the party newspaper mainly depends on diversified operations.However,related research proves that the nature of the newspaper industry and the actual environment in which,it is required the newspaper group and its listed companies to focus on core business and deepen the profit of information services.In order to create a "new mainstream media",the party newspaper must finally achieve the unity of public opinion guidance and improved management in increasing "Reader income".