Evolution Of Exhibition Business Development Capabilities Of Newspaper Company

Digital technology has changed the way of information production and dissemination as well as the interaction between media and audience,to promoted the derivation of new media business model and industry rules.As one of the mass media with the most extensive influence,the newspaper industry faces the impact of digital technology change and the emerging Internet media,and it is not only the only way for reform and development to find new business growth points,but also the survival challenge under the great changes in the internal and external environment.It is a beneficial exploration for traditional newspapers to host all kinds of thematic activities to realize the brand promotion and mode transformation in the comprehensive background of the weakening of print media brands,the accelerated loss of readers and the dilemma of advertising management.In this context,many newspaper enterprises have been testing the exhibition business,from the general auto show,housing exhibition and other commercial exhibition to the original civic life festival,have achieved considerable social and economic benefits,forming the exhibition economy in the operation of newspaper enterprises.As an important platform for trade promotion,exhibition is essentially a medium by which exhibitors can achieve more efficient transactions with the audience.The "media" attribute of exhibition determines that there is a very close business relationship between the exhibition and the traditional media,and the traditional media has a unique advantage in the exhibition.However,each newspaper company has yet to find a copy of the exhibition business model.Through the analysis of three industries is a typical newspaper business case found that the current main business of the newspaper industry enterprises to carry out the exhibition is not high degree of specialization,the form of show single or industry chain is too scattered,causing the most newspaper companies exhibition business of small size and strength,difficult to form the brand effect,more not concerning its competitiveness.In order to solve the above industrial problems,this paper based on the dynamic capability theory,analyzes the exhibition business development process of Hangbao group through longitudinal case study,and explores the improvement path of the exhibition business development process and its core business development ability of Hangbao group.Research found that the media exhibition business of Hangbao group has gone through three stages: exploration stage,growth stage and expansion stage.In the exploratory stage,Hangbao group bricolage together its original user resources through scattered internal and external resources to build the capability of organizational learning.In the growth stage,Hangbao group integrates and reconstructs the newly acquired resources with the original resources to build up the city's resources regulating power.In the expansion stage,Hangbao group establishes the reconfiguration capability of industrial resources by coordinating the upstream and downstream resources of the industrial chain.With the gradual stability and degree of various exhibitions,the exhibition business has become one of the important strategic development goals of hangbao group,which has built a high-quality IP ecosystem.Based on the case analysis of Hangbao group,the following conclusions can be drawn.In the early stage of developing exhibition business,newspaper enterprises should take the initiative to learn and train professional exhibition planning and implementation teams.Then carry on the business process reengineering,establish the scientific exhibition brand management system.Finally,when the exhibition business has a certain foundation,newspaper enterprises should actively use the existing IP resources to build their own exhibition IP ecosystem.In order to improve their exhibition business ability,newspaper enterprises should find their own positioning to enhance the capability of organizational learning according to their own advantages,and integrate the internal and external resources of the group to improve the power of city resources,so as to form synergies with the upstream and downstream resources of the industrial chain to improve the reconfiguration capability of industrial resources.The conclusion of this study provides guidance and reference for newspaper enterprises to develop exhibition business.