Research On The Strategic Transformation Of Q Newspaper

Along with the rapid development of mobile Internet platform,the media spread information and the way of receiving information channels in tremendous changes,the Internet,new media gradually occupy information highland,for newspapers,television,radio and other traditional media communication pattern and business model caused a great impact,completely put an end to the development of the traditional media "golden age".Among them.especially the newspaper media suffered the earliest,the biggest impact,facing the survival of the most severe difficulties.Do you want to transform?Where to turn?How can you get better?It has become the biggest topic facing the newspaper and media in the past decade.As the most influential provincial urban life newspaper in the region,Q Newspaper has also experienced no great changes in the media industry from the "golden decade" to the "cliff decline",and has alawys faced the challenge of declining both advertising revenue and profit over the years.In the face of the severe situation,how Q Newspaper can accelerate the strategic transformation and explore new paths and new models in the integrated development is a representative case with great value in theoretical research and practical exploration.This paper is based on the enterprise strategic transformation of related theory,through the study of traditional media strategic transformation literature research,combined with the practical experience of traditional media transformation,the Q newspaper strategic transformation of internal and external environment factors research and analysis,clear the Q newspaper to wisdom media strategic transformation positioning,direction and implementation plan,puts forward the safeguards of strategic transformation,etc.In this paper,by using the PEST analysis,Analyze the overall macro environment of the strategic transformation of newspaper and media from various aspects of politics,economy,society,technology and other aspects,Think Q newspaper is imperative to carry out strategic transformation,And have the corresponding conditions;Through the internal and external factor Evaluation Matrix(IFE/EFE)analysis tool,To study the external environment and internal conditions of Q newspaper and other factors that affect the formulation of enterprise transformation strategy,It is concluded that the opportunities for the strategic transformation of Q newspaper include:national policy support,technological development assistance,the development and stability of the media industry,The main threats include the rapid development of mobile Internet platforms,the diversification of market demand,and the intensified competition in the industry;The main advantages of Q newspaper are reflected in the good brand awareness and reputation,high user loyalty,high talent team quality,good new media infrastructure construction,At the same time,there are disadvantages in the system and mechanism,modern enterprise management,product core competitiveness,financing ability and other aspects.On this basis,this paper establishes the SWOT strategic analysis model.The analysis shows that the strategic transformation of Q Newspaper should choose the WO twist type,and both the SO growth type,that is,the comprehensive strategic transformation based on giving full play to the original resource advantages.After comprehensive research and analysis,this paper has been clear about the Q newspaper to wisdom media strategic transformation scheme:to "comprehensive to mobile"for the transformation,to "build a new modern wisdom media,build new influence" as the goal and direction,summarizes the Q newspaper to the main content and implementation path,mainly focus on the intelligent media platform,diversified industry model innovation,"content,data,technology" three center construction.Then from the system and mechanism reform,organizational structure optimization,human resource management,corporate culture construction,brand marketing planning,capital investment and other aspects of the implementation.