ABSTRACT
This chapter explains how the strategic management in Chinese newspapers is changing to support the operation of new businesses. Chinese newspaper companies incline to diversify into the cultural and creative industry where their capabilities of original creation, community connection and public promotion can be re-exploited. Motivations of newspaper companies’ corporate expansion can be analysed by the rationalist approach of strategic management in media. Organisational restructuring is evolving with the development of newspaper business. Qianjiang News chain (QNC) and Nandu News Chain (NNC) have adopted the strategy of corporate expansion to diversify their newspaper business. However, their practices are different. QNC has conducted the diagonal expansion to the e-retailing business, while NNC the vertical expansion downstream to the online marketing business. The expansion is supported by the parent group of QNC that took 2013 as the first year of transformation with omni-media strategy. NNC conducted a vertical expansion downstream to the area of online marketing.
