Research On The Strategic Management Of Press Group In Convergence-media-era

With the rapid development of the Internet and mobile devices,different kinds of social media are popping up all the time.The media characteristics are also evolved from a single traditional media to a multifunctional media terminal.Information transmission also presents the characteristics of fast speed,strong interactivity and wide range.‘The Convergence-media-era',which is making full use of media carriers,in terms of manpower,content,publicity and other aspects,fully integrating different media such as broadcasting,television and newspapers which have similarities and complementarity,achieving full resource,content,promotion and mutual benefit integration,not only changes the competition situation of traditional newspaper industry,but also deeply affects the life habit and thinking mode of the audience.For the background,the article explores the feasible strategic choice of Jiangxi Daily Media Group.Firstly,this article introduces the background of the current development of press group,summarizes the domestic and foreign research on the media and strategic management.Through questionnaire survey and internal and external environment analysis of hundreds of employees in the group,the author finds that now the factors such as the Internet audience growing,political stability and national policy to promote media convergence acceleration,the better overall trend of the advertisement,the change of people's consumption patterns and the red culture which is carry forward by the central committee of the Communist Party have brought good opportunity for the press group in media era.However,the rise of the media,the development of the city media and the decline of physical stores have also had a certain impact on the development of the press group.As the largest press group in Jiangxi province,the Jiangxi daily media group has the advantages of strong team cohesion,rich management experience and large scale.It also faces the disadvantages such as insufficient talent reserve,rising management costs and corporate culture;Furthermore,based on the above analysis,EFE,IFE and SWOT matrix were established,and SWOT analysis was carried out.The results show that in the era of media convergence,Jiangxi daily media group should take the opportunity type growth strategy,thus obtain a series of feasible strategy choice;Finally,by establishing BCG matrix model the author studies the development status of diversified business of Jiangxi daily media group,analyzes the strategic attributes of Jiangnan City Daily,Information Daily,Jiangxi network,Jiangxi Newspaper and Media Subway Culture Advertising Co.Ltd and Cultural Venture Capital Group Company from 2014 to 2016.It can be seen that Jiangnan City Daily belongs to "Cash Cows" unit,Jiangxi Network and Subway Advertising Company belong to the "Stars" unit,and Information Daily and Cultural Venture Capital Company are the "Dogs" unit.In summary,in this paper,the traditional newspaper industry is faced with many difficulties and disadvantages.If the newspaper industries want to achieve long-term development,it is necessary to carry out diversified business,focus on business of "Cash Cows",liquidate "Dogs",to strengthen the construction of site management,can spend more time in the new media product innovation.In addition,it is necessary to strengthen the recruitment and training of talents,to understand the development of competitors and optimize the enterprise management mode.Through research,this paper puts forward a series of strategic planning and measures for the press group in the Convergence media era.It is hoped that this research will also have important reference for enterprises in other media industries.