Research On The Development Strategy Of Jilin ZG Media Co., Ltd

With the widespread application of mobile Internet and the emergence of various kinds of intelligent terminal products,people are getting more and more convenient and efficient in getting news reports.The internet reading,represented by mobile phone reading,is changing people’s reading habits.Online reading has become an irreversible trend and has a profound impact on the survival environment of newspapers and other traditional media.In the past 5 years,the reading rate,circulation and advertising,and other important data of domestic and foreign newspapers showed a continuous decline,and some metropolitan newspaper in recent years showed a "cliff" decline.In the face of many problems,such as the decreasing of the number of subscriptions,the continuous decline in the reading rate,the decline in profitability,the continuous loss of talents,and the urgent need to adjust the development strategy,the key research direction of this paper is the attitude of urban newspapers to seek development and rebirth of nirvana.This paper first summarizes the related theories of strategic management,expounds the classic PEST model,Potter five force model and SWOT analysis method,and provides theoretical basis for the case analysis of Jilin ZG Media Co.,Ltd.On this basis,the development process and current situation of Jilin ZG Media Co.,Ltd.are summarized,and the above analysis model is used to analyze its external environment and internal environment,and the options and Implementation Paths for its development strategy are put forward.Among them,including the creation of digital media companies operate independently;the "non media" of the new media operation;rooted in the nature of a newspaper,highlighting the contents of the original force,social credibility and market influence;paper media shifted from "popular city newspaper" to "advanced mainstream newspaper",and put forward to promote the reorganization of capital,to create innovative mechanism;constructing new media human resource system;innovative enterprise culture must be people-oriented,respect their main body status,forming the corresponding safeguard measures common organizational identity etc..Based on the research on the development strategy of Jilin ZG Media Co.Ltd.,this paper explores the development strategies of the metropolis newspaper in the new media environment.The writer does not talk about "media convergence”,but combines journalism,organic marketing and strategic management theory together and then puts forward" double differentiation transformation "development strategy,which does not give up the newspaper business,but to face up to its shortcomings,using the original resources for a stable economy basis,at the same time adopts a new mechanism to create new media,and provides a platform,implementation path and measures from the strategic level.This is of great enlightenment and reference value for the regional metropolis newspaper and how to establish the future development strategy.