This research aims to investigate current issues of United Daily News Group in cross-Strait news exchanges and collaborations through in-depth interview and focus group interview methods. Besides, PESTLE model and Co-opetition theory are employed to be the analytical framework to analyze collected data. On basis of United Daily News Group‘s marketing strategies, this research analyzes players, value added, rules, tactics and scope of cross-Strait new exchanges, and business collaborations and found that "creative ambiguity" between Taiwan and China is used by United Daily News Group to extend its business scope and boosts its value added. Governments, as players, will continue to play important roles in news exchanges and collaborations in cross-Strait.