Research On Y Daily Newspaper Group's All-media Strategy

With the rapid development of multimedia technology and Internet technology in today's society,the living environment of the traditional media industry has dramatically changed.Traditional newspaper industry is overwhelmed by digital media,especially the advertising market share of traditional newspaper industry is occupied by Internet and new-media industry,and the position of newspaper is replaced by Weibo,Wechat and all kinds of news applications.These facts together make the traditional newspaper media threatened unprecedentedly.Facing the change of the media market,almost every Chinese newspaper group has to take a step towards changing their business model in order to find another way to further development in such a brutal market competition environment.Nowadays,the omnimedia is showing a rapid developmental trand which makes almost every traditional newspaper group in the world aware that the only opportunity of further development in the future is to keep market oriented and keep the internet thinking mode,to achieve the goal of traditional media modes and newly media modes work together to make the most use of their complementary advantages.As the most influential media group in Y China,Y Daily Newspaper Group keeps exploring the new opportunities during the omnimedia transition period.After experiencing the phases of adjustment of basic framework,the coalescence of platforms,perfection of the functions,some results have been achieved by Y Daily Newspaper Group,but without doubt,problems also emerge during this period.This article will combine with the macro background of Chinese newspaper group's transformation development,generalize the difficulties of transformation procedure and problem solving ideas that Chinese newspaper groups are facing now,and use the transformation development process of Y Daily Newspaper Group as an example,analyze the current situation,achievements,and main problems remained,give some suggestions of improvement,and hopefully,can provide some valuable references to other newspaper group in China.The whole articlecan be divided into eight parts,the first part is introduction.In this part,I will discuss the purpose,significance,background,research method and research content of the topic,and related research summary in both Chinese and overseas.The second part is related research and theories,including the theoriey of strategic management,the theoriey of PEST analytical method,the theoriey of “Michael Porter's Five Forces Model” and “SWOT” analytic method.The third part will use Y Daily Newspaper Group as example,analyze its current transformation situation and the problems it is facing.The fourth part will analyze the external environment of the transformation of Y Daily Newspaper Group with PEST analytical method,Michael Porter's Five Forces Model and “SWOT” analytic method.The fifth part will be the analyze of the internal environment and resources of Y Daily Newspaper Group.The sixth part will be the strategic choice of Y Daily Newspaper Group,include the strategy of business and the strategy of company.The seventh part will analyze the implementation of Y Daily Newspaper Group's transformative strategy.The last part will be the epilogue.After the study and analyze,I realize that even though some positive achievements and effects have been done by Y Daily Newspaper Group during its transformation procedure,a lot of problems and issues that need to be solved still remain,and they are the major factors that restrict the development of enterprises.So,in the coming future,the developmental road of Y Daily Newspaper Group is still full of challenges and hardness.Only to keeping up with the development of omnimedia is the wisest way to achieve a better,stronger developmental goal for the Y Daily Newspaper Group.