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本文是《报业集团化运作创新:打造价值链、品牌链、产业链》的续篇(载《新闻战线》2003年第4期,获第十四届中国新闻奖一等奖),在前者的基础上,针对当前困扰报业集团发展的突出问题,进一步探讨报业集团化发展的战略路径,提出了一些新观点。“媒体群”强调传播结构与市场开发的对位,力求“联手竞争,规模覆盖”;“经营群”强调专业价值与多元拓展的对接,力求“资源扩张,优势嫁接”;“企业群”强调集团调控与子体自主的对应,力求“机制再造,市场运作”。由此,真正体现集团所具有的集约性、多元性和市场性,加速其转轨变型的历史进程。
This article is the sequel to the newspaper group’s operational innovation: building the value chain, brand chain and industrial chain (in the “News Front”, No. 4 of 2003, the First Prize of the 14th China News Awards) On the basis of this, in view of the prominent problems that currently plague the development of newspaper groups, we further explore the strategic path of newspaper group development and put forward some new ideas. “Media Group” emphasizes the position of communication structure and market development and seeks “joint competition and scale coverage”; “Management Group” emphasizes the connection between professional value and diversified development and seeks to “expand resources and take advantage of advantages”; “Enterprise Group” emphasizes Group regulation and control of sub-body autonomy, and strive to “mechanism reengineering, market operation.” Therefore, it truly reflects the group’s intensiveness, pluralism and marketability and accelerates the historical process of its transitional transformation.