重庆日报报业集团发展战略研究

重庆大学硕士学位论文重庆日报报业集团发展战略研究姓名：罗伟申请学位级别：硕士专业：工商管理指导教师：熊中楷20060401I19941996140“”“”“”“”2006—20102011—20152016—2025---TOWSBCGIIABSTRACTFromtheearlynineties,thetendencybecomesmoreandmoreobviousthatthenewspaperindustryofChinaisdevelopingtowardscollectivization.Oneofthemostdistinctsignsisthatmanynewspaperofficesoriginatesub-newspapersandsub-magazines.From1994on,aftertheresearchesanddemonstrationduringmorethanoneyear,NationalNewsPublicationBureauselectsGuangzhouDailyasthefirstexperimentalunitinthenationalnewspaperindustryinJanuary,1996.Withnearlyten-yeardevelopment,therearetotally40newspaperinggroupsinChina.Andviewsonthenewspaperinggroupsbecomegraduallythoroughwiththeexploration,practiceanddevelopmentoftheexperimentalunit.Thestrategicmanagementofnewspaperinggroupsisaqualitativeleapinthemediamanagement,whichisalsothemostimportantandhighest.Becauseofspecialsituationinchina,newspaperindustryisusedtohavingtheinstitutionalmanagementpattern.Eventherearesomestrategicconsiderationandplanssometimes,theycanonlybecalledactiveandinnovative“plannedmanagement”,“functionalmanagement”.Especiallyfromtheninetiesofthe20thcentury,thenewspaperindustryofChinaisunderunprecedentedrevolution.Intheeraofreshuffling,competingandtransforming,whatcannewspaperinggroupsdoistofollowcloselythenewcentury,pressclosetotherealityofreformationandopeningtotheworld,thedevelopmentofeconomyandthetakeoffofthemediaindustry,anduseappropriatemediastrategiesandmediastrategicestimationmethodologywhichreflectthenewdevelopmentofmediastrategicmanagementandwhicharefronttheoriestogoafterthedevelopingeraandadjusttothepresentsituationofChinesenewspaperinggroups.Thepaperfirstlyintroducesthebackgroundofresearching,andthethinking,purpose,methodofresearching.Withthispremise,Accordingasthegeneraltheoryofstrategicmanagementofthemedium,makingChongqingDailynewspaperinggroupsastheobject,thepaperdoessomeresearchesfromthefollowingaspects:firstly,thepaperanalyzesintheroundtheexteriorfactors(opportunitiesandthreats)ofnewspaperinggroupsfrommacroscopicenvironment,industrialenvironmentandcompetitionenvironment.HeretheanalysisofcompetitionenvironmentmainlyadoptsfivemodelsofPorterM.E.Secondly,thepapermainlyexplorestheinterioradvantagesanddisadvantagesthegroupshavefromthesystem,sourcesandnewspaperproductsoftheIIInewspaperinggroups.Thirdly,onthebasisofanalyzinginteriorandexteriorfactors,thepaperputsforwardthestrategicdevelopmentalfutureofChongqingDailyandthethree-step(2006—20102011—20152016---2025),mediumandlong-termdevelopmentgoals.Next,withthequantitativeanalysistoolscalledthreat-opportunity-weakness-superiority(TOWS)andBostonGroup(BCG)whicharecomplementaryandcanvalidateeachother,thepapermatcheseverypossibledevelopmentstrategieswhichChongqingDailyGroupscanhave.Basedonthecomprehensiveanalyses,thewriterfindsoutthelistoftheoveralldevelopmentstrategiesandimportantstrategiesofChongqingDailyGroupsinfuturefiveyearsandmorealongtime.Fourthly,thepaperalsoadvancesprimaryandconcreteadministrationschemesforimportantgroupstrategies,andbringintoeffectanalysis,comparisonandestimationtotheschemes.Keywords:NewspaperIndustryGroup,Development,Stratregy1111.120“”19965291998220002010“2000510201010%”20054020015“”“”“”“”“”1234121.21EFEIFESWOTBCGSWOT21.3131.41.4.1“”“”strategy“strategos”“stragia”“”“”“”[1][2][1]-2004P1[2]..2003.P3141.4.2[1]1.4.3[5]“”“”[1]..2003.P2152622.117172004“”IMF200592127200520064.320045.11992GDP14.220002005121120052005GDP9.42006GDP98.9119700.53143.619972.44419.319700.2979.720001.54253.9GDPGDP199070.0132000366060.55050[1]220042005143000200432702004GDP2%1/430%1/340%1/270%85%[1]2002282001200210889200255.220051.220043%[1]0.932.1250123456/GDP/GDP200420052.1Fig2.1ComparisonofChinesemediaindustryandglobalmediaindustry2.1GDP2004GDP0.93%2004GDP2.1%GDP2%GDP5%301987519881990380199380[1].20042005.200529Internet444812201002.2200552958200410005000100007040788093504830221020052.22004Fig2.2Comparisonofthediurnalsaleamongthefiveinternationalnewspapersin20042.220027880704048302210520043.780.04519210199920043502[1][21]20057192621811.3%80641.8%84844%542.8%3649%(77%)1990199019931994199920002004200020049.3%2.31%5.17%351.12003175.820052006,[1]20052242111200330352772[1]41.7%2.336.8118.8128.9267.93.233.57.2839,0100200300118.8128.9267.936.875.8200420032.3Fig2.3ComparisonamongthepossessionofdailynewspapersandnewspaperseverythousandpeopleinBeijing,Tianjin,ShanghaiandChongqing2.42003251.46533.07368.66961.652.121.473.82200321[2][1]...2004[2]...2004212