C005Analysis and Research of Asahi Shimbun.docx

C005Analysis and Research of Asahi Shimbun.docx

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C005AnalysisandResearchofAsahiShimbun

Fifth

GlobalBusinessTrip

AnalysisandResearchofAsahiShimbun

GroupC005

Enterprise朝日新闻

Leader宇文亚普

Members周伟峰、王鹏远、黄山

周泓燕、席琳

Summary：

"AsahiShimbun"newspaperisoneofJapan'sthreemajorcomprehensivenewspaperwhichhasastronginfluenceinJapanandtherestoftheworldoccupyingarelativelylargeamountofmarketshare.Thecorporate’stangibleandintangibleresourcesbothhavetheirownadvantages.Meanwhile,theenterprisemanagementsystemhasbecomemoreperfect.Fromorganizationalstructure,personneltrainingtomulticulturalism,eachofthemhasitsownuniquemanagementstyle.Havingestablishedandadaptedtothemarketformanyyears,thenewspaperhasdevelopedasetofeffectivemeasurestorespondtochangesintheinternationalenvironmentandhastakensomereasonablebusinessstrategiessuchastotrythethree-dimensionalbusinessmodel.Andithasformedauniquebusinessdistributionnetworkmodelofnewspapersandadvertisingtoexpandthemarket.

Keywords:

EnterpriseResourceManagementInternationalEnvironmentStrategicMarketAnalysis

Introduction

Atpresent,wemainlyfocusedontheworldeconomyandrelatedimportandexporttrade.Inordertofurtherunderstandthedevelopmenttrendandgraspthelifelineoftheglobaleconomicgrowth,wechooseoneofJapan'scurrentthreemajorcomprehensivenewspaper-theAsahiShimbunCompanytoexplorehowthetraditionalnewspaperindustryintheworldeconomicsystemchangessignificantlyunderthefierceinternationalcompetitionbybreakingitsownlimitationsandseekingnewdevelopmentoftheworldeconomytoprovideatheoreticalbasisthroughitsmanagementandstrategy,andotheraspectsoffeatures.

RelatedStudies

First,WuXingan,LuoBao.TheDevelopmentPathofthePressUndertheNewcommunicationenvironment,SinaNews.October21,2010

Underthenewcircumstances,thetraditionalnewspaperindustrywillhowtopositionanddevelop?

First,youmustidentifythemarketpositionandreaders,enhancethecontentandforminthenewspapertobemoretargetedandinnovative.Second,targetspecificpopulationsaftermakingsegmentoftheprofessionalclasses.Third,cooperatewiththeInternetandotheremergingmediaspecifically.

Second,ZhangShixian.TheConvergenceDevelopmentofTraditionalNewspaperMedia.HebeiDailyNewspaperGroup.August11,2010

Therapidriseofdigitalmediawhichisrepresentedbynetwork,hasalreadybegunredrawingthemapofthemediaindustryandchangingtheprospectivedirectionoftraditionalnewspaperindustry.Digitalmediatremendouslyshocksthetransmissionmodelandbusinessmodelofthetraditionalnewspaperindustry.Intheprocessofmediaintegration,thedigitaltransformationofpressoperationisnotmerelythetransitionintechnology,butalsotheconnetionwithnewmediaincontents,profitabilitymodelsandsystems,creatingnewcorecompetencies.

Third,ZhangYingjun,Jiayue.DevelopmentStrategyofthepressintransition.People'sDailyOnline-"NewsFront"July30,2009

Inthediscussiononthenewspaperindustryintransformation,itisgenerallypositioned"digitalnewspaper"tobeprospectivedevelopmentpatternofthenewspaperindustry.Thegoalofthistransformationisclear.Inaddition,itisalsoasystematic,comprehensive,dynamic,progressivethree-dimensionalproject.

Improvingthequalityofcontent,wecanoccupythepeakoforiginalcontent.Digitizingthemethods,wecanintensifythedepthofintegrationwithnewmedia.Centralizingtheoperations,wecanalterthegrowthofnewspaper.Demutualizingthemanagement,wecanliventheproductivtyofpressindustry.Brandingthemarketing,wecanvigorouslypromotethemediacredibility.

Analysisofspecificissues:

First,enterpriseresource

1,physicalresources

AsahiShimbunhasabroadcastcenterwhichhasarelationshipwith40broadcastTVstations.Itconsistsof12networktelevisionstations,11televisionstationsand12ordinaryFMradiostations.Inordertotimelycovermajornews,therearestilltwopairsofengineaircraft,5helicopters.AsahiShimbun’sannualincomecanreach432.5billionyen（about28.8billionyuan）,with6HeadOfficeinJapan,atotalstaffof6,890,inadditionto43Administrations,250branchoffices,90000deliveryboy,about300reportersofdomesticandoverseas.Thereare30residentagencies,overseaspermanentbodiesofabout150permanentemployees.[1]

2,intangibleresources

AsahiShimbun’sintangibleresourcesareitsstrongcompetitiveadvantage,andithasthemostinfluentialreportsinJapan,withabroadaudience.Inaddition,thenewsagencycarryoutpublicwelfareassistance,thenumberofcorporatebodieshavebeenmorethan20.Inmanyaspectssuchassocialwelfare,education,medicalcare,theycontributetothestrengthofthecommunity.ThepublicwelfarewillvirtuallyincreasetheAsahiShimbun'sinfluenceamongcitizensinJapan,sothatthegeneralbusinessofnewspapergroupsformavirtuouscircleoflong-termstability.

Second,businessmanagement

1,theorganizationalstructure

AsahiShimbuninTokyo,TsukijiChuo-ku,isaprivatenature’senterprise.Thetwotopleadersisthemainagency,thedailyoperationandmanagementofbusinessareactuallyinthechargeofthepresidentwhoisappointedbythemasterand17directors.Totally,therearetendepartments,includingEditingBoard,publishingheadquarters,marketingboards,AdvertisingBureau,ManagementDivision,BusinessDivision,ElectronicMediaDivision,publicrelationsandpublicityofthisPart,theForumPlanningDivision,comprehensivestudydivision.

AsahiShimbundonotjustissuenewspapers,itisalargeintegratedmedia.Inadditiontoissuenewspapers,italsopublishesinEnglishnewspaper"AsahiEveningNews",weeklymagazine"WeeklyAsahi","AERA",monthlymagazine,"OntheBlock"andsoon.Eachyear，itissuesmorethan700magazinesanddistributionofbooks,signingagreatnumberofexchangeagreementwithmajornewsorganization.[2]

2,personneltraining

AsahiShimbun,withparticularemphasisonpersonnelselectionandtraining.Inthehighthreshold,strongtraining,foralongtimeunderthestringentrequirementsofbasictraining,alsofosteremployeesaccordingtoeachperson'sstrengths.inEachoneofthesereportersiscontinuingtostudytobecomeexpertsinthefield,thencultivatehigh-qualitynewsteam,ultimatelycreateaunique"elitenewspaper."

3,multi-cultural

（1）competitionforsuitablepersonstoremain

Afterthecycleoftop-downexercise,eachpersonbacktothisagencyhassomepracticalworkexperiencetobecomeaqualifiedjournalisttoworkindependently.

（2）therealnewscomesfromthecivil

AsahiShimbun’scoreofcompetitionistowritenewswithlocalfeaturesandofsignificantvalue.Therefore,theywillsendnewjournaliststothelocalityandgrassroots.Onlybyunderstandingthejoysofordinarypeople,cantheyfindfreshmaterials,writedownvaluableinformation.

（3）alwaysemphasizethetimeliness,continuousapplicationofnewtechnologyandnewequipment

AsahiShimbunhastotal19printersinthecountry,atotalof320rotarypress.Itprints1200piecesofnewspapersperminute.Thereare1900tonsofthenewsprintsbeingusedperday,29tonsofprintinginksbeingconsumed,1600truckswillbeorderedtosenttothesaleshopofthesenewspapers.[3]

Third,thebusinessstrategy

"AsahiShimbun"today'ssuccessisnotonlyassociatedwiththedevelopmentofJapanesesociety,Japanesepeople'snewspaperreadinghabits,butalsoassociatedwiththeconstructionofitsownbusinessmodelandstrivetokeepgoing.

1,winbycontents

Intheregardofsellingnewspaper,AsahiShimbuntakes"secondarysale"theory.AsahiShimbun’seditorialpolicyisveryimportantthatitstandsintheneutralposition,notfavoringanypoliticalparty,justimplementingthroughfreedomofspeech.Italsoattachesgreatimportancetotheteambuildinginordertoensurethequalityofthenewspaper.

2,auniquenetworkofnewspapercirculationandadvertisingmanagementstyle

Thesuccessofadvertisingcanmakethenewspaperbusinesshavemoreresourcestobuildabetterdistributionnetworks.AsahiShimbun'ssuccesscomesfromitsdistributionnetworkthroughouttheadvertisingbusinessmodelanduniqueinseparable.Itsadvertisementmodesofbusinessoperationmaybeexploredfromthreeaspects:

perfectorganizationestablishment,themanmanagementwith“theadvertisementexamination”system,andtheapproachestocooperatewithadvertisementproxycompany.

3,three-dimensionalbusinessmodel

Operationofthree-dimensionalmediarelyingonthemostcompetitivemedia,sharingofsocialresourcesandnewsresourcescanbefulfilled.Onthisbasis,benefitscanbesuperimposedandmaximized,scalemeritformedultimately.AsahiShimbun,relyingonitsgreatstrengthandinfluencetoachievethree-dimensional,complexoperation,hasobtaineddiversifiedwaysofrevenuestreamsthroughtheintegrationofresources.Inaddition,"AsahiShimbun"alsoextensivelycooperateswithothermediaandbusinesses.

4,competitionwiththeUnited

Asinglemediumfacesdifficultyincompetition,unabletoadjustthechangeofmediaenvironment.Therefore,unitingwithothermediaonbasisofcompetitioncanenableeachmembertoresistthevastpressureofcompetition.

Fourth,themarketanalysis

1,themarketshare

In2008,thedailycirculationofAsahiShimbuismorethan800million,rankingsecondinglobaldailycirculation.Theirnewspaperadsbusinessa