新闻是人们了解世界的窗口,人们通过对新闻资讯的获取来掌握社会发展的

动态,可以说新闻信息对于人们的生活来讲是不可或缺的一部分。而新闻媒体单

位在新闻信息的传播过程中,往往扮演着关键的角色。本文就以新闻媒体单位为

研究对象,通过地方性的新闻媒体行业分析,对地方性新闻媒体提出了相关发展

战略建议,以期能帮助中新社云南分社创造竞争优势。

本文从新闻媒体行业在新世纪的变化出发,以中国新闻社云南分社为研究对

象,从互联网的迅速崛起和中国“入世”两大事件切入,充分分析了时代巨变对

传统新闻媒体产业产生的影响。运用SWOT分析法对中新社云南分社的自身条件

和所处的行业环境进行了全面分析,得到了中新社云南分社的优势、劣势,以及

其所处行业环境的机遇、威胁,制订了多元化与核心竞争力并存的战略,并明确

了战略实施的相关保障。

本研究认为,中新社云南分社应当充分发挥地域优势和自身的核心优势,结

合核心竞争力战略和多元化战略,充分储备优秀的人力资源,树立真诚、执着、

进取、创新的优秀企业文化,打造一个地方性新闻媒体的优秀品牌,为新闻社在

剧烈变化的行业格局下奠定发展的基础,获取稳固的竞争优势。

关键词:中国新闻社云南分社,发展战略,新闻媒体,信息传播渠道

Abstract

The news is the window to people of understanding the world, people access to

the information of the social development by grasping the news, it can be said that the

news information is an indispensable part for people's life. And the media always play a

pivotal role in the dissemination of news information. This article selected the news

media as the research object, analyzing the local news media industry and putting

forward advices to the strategy of development for them, we hope these advices will

help the Yunnan Branch to create competitive advantage.

This article starts from the change of the media industry in the new century,

selecting the Yunnan Branch of Chinese News Agency as the research object, starting

from the rapid rise of the Internet and into the WTO’’,and do a fully analysis of

the effects on traditional media industry by the tremendous changes. Using the SWOT

to a fully analysis method to the Yunnan branch's own conditions and industry

environment,having got the advantages, disadvantages of Yunnan branch and the

opportunities, threats of the media industry environment, then based on the SWOT

analysis's results and provided some strategic advices for the future development

of Yunnan Branch of China News Agency.

This study suggests that the Yunnan Branch of China News Agency should give

full play to the regional advantages and core advantages, combine the core advantage

strategy and diversification strategy,reserve excellent human resources, establish an

excellent enterprise culture with the sprite of sincere, dedicated, enterprising

and innovation, create an excellent brand of local news media, lay the foundation of

development for the Yunnan Branch of China News Agency during the dramatic

changes of the industrial structure, and Get a firm competitive advantage.

Key Words: Yunnan Branch of China News Agency; Development Strategy; News

Media; Information Dissemination Channels