Research On The Development Strategy Of Dalian News Media Group

More than half of the world's population already uses the Internet,and nearly 40% of the world's population uses new media.And people are more and more inclined to get news and entertainment from new media.In this regard,some traditional media in the world began to carry out technological innovation,achieved breakthroughs in digital subscription and content production,and walked out a successful road of integration development of traditional media and new media.From the domestic point of view,Chinese mobile communication technology,especially 5g technology,is in the leading position in the world,and media integration has become a national strategy.Under this international and domestic context,it is of great significance to study the development strategy of Dalian News Media Group.The purpose of the study is to enrich the research results on the development strategy of media group in the academic circle.I hope to contribute my humble power to the development of Dalian news media group.At the same time,I hope that through the study of the development strategy of Dalian news media group,I can make some reference for the development strategy of other media groups.Through studying the works and papers on strategic management and development strategy of media group at domestic and abroad,we can acknowledge the current situation of the research on the development strategy of media group in academic circles for settling a theoretical foundation for the development strategy of Dalian news media group.This paper analyzes the political,economic,social and technological environment faced by the development of Dalian news media group by using the way of macro environment analysis.By using the way of industry analysis,the paper analyzes the threat of Dalian news media group by both international media groups and domestic central media units or media groups and provincial media groups.By using the way of internal environment analysis,this paper analyzes the resources and capabilities of Dalian news media group.This paper also analyzes the advantages,disadvantages,opportunities and threats of Dalian news media group by SWOT.Based on the macro-environment analysis,industry environment analysis,internal environment analysis and SWOT analysis of Dalian News Media Group,this paper holds that Dalian news media group should make use of the external opportunities such as national attention and industry development trend to make up for its own disadvantages and then choose the reverse development strategy.Specifically,we should implement the media integration development strategy,which is to realize the deep integration of traditional media and new media in content,channel,platform,operation and management;implement the all media brand image development strategy,so that the existing media brand can be enhanced,and make great efforts to create new media brand.In order to implement the development strategy of Dalian news media group,we should strengthen the construction of media platform.The construction of the media platform should be carried out step by step.After the establishment of the group,the basic platform with primary application function-"central kitchen" should be built in 1-3 years;after the establishment of the group,the cloud platform with full media function should be built in 4-8 years.We should focus on news content.The group is actively building a news communication pattern of current affairs and all media.Gather all media and multi port news and information hotline resources to enhance the core competitiveness of the group.We should actively build media + industry.The Group actively builds a new carrier of Dalian media industry growth pole-"China media island",in order to change the current situation that the group's industrial structure is single and it is difficult to support and support the news industry.The guarantee measures for the implementation of the development strategy of Dalian news media group mainly include: optimizing the organizational structure to provide organizational guarantee for the implementation of the group's development strategy;strengthening human resource management to provide talent guarantee for the implementation of the group's development strategy;paying attention to technological innovation and application to provide technical guarantee for the development strategy;strengthening the construction of corporate culture to provide the group's development strategy The implementation provides a solid cultural guarantee.