The Research On Reconstruction And Integration Of Foshan Media Group's Resource

Taking these two incidents, the establishment of "Foshan Daily Group" and "Foshan Media Group" from 2003 to 2005, as research objects, and basing on field investigation on reconstruction and integration and present allocation of Foshan Media group's resources, this essay explores political and economic development background where municipal media group can be established, and analyzes the possibility and necessity of establishing the first "print-broadcasting" media group. What's more, this article also reviews the whole process and ideas of the establishment of the media group, and evaluates its resources allocation and the reconstruction and integration intensity of all kinds of resources such as strategies, culture, brands, assets, personnel, distribution and news. Despite of these, it introduces Foshan's strategic thinking of "small city operates big media", analyzes practical meaning of the reconstruction and integration of Foshan Media Group, and predicts its future development.This essay aims to explore the reason and process of the establishment of Foshan Media Group and reveal the whole process of this local media's reform which hasn't been reported in academic periodicals. As a voice of recording China's media reform, this article can be used as a reference for China's media.