| With the development of technology and new media, the tendency of"Integration of Telecom, Broadcasting and Internet Networks"is increasingly fierce. Function of each kind of media terminal turns from sole to multi-purpose. Form a single media to multimedia products is all the media dissemination of information form and format development, mergers and acquisitions among the endless stream of media, the media industry and other sectors of cooperation or penetration is increasing. Along with the change of the public in psychology, behavior and the status, news demand of the public become more and more personalize, the media market divides the audiences day by day, and the media business model become multiplies day by day.Under this kind of environment, as the state-level news agency--Xinhua News Agency starts to switch to the multimedia group. During their reforming, the Xinhua News Agency who relies on the abundant strength, has achieved the remarkable achievement in many aspects, and set up the example for other media groups .However, comparing with overseas, Xinhua News Agency's multimedia development still existed insufficient, and needs to improve; Moreover, during the development, Xinhua News Agency has also met the bottleneck which oversteps with difficulty. At this moment, how to analyze the question calmly to solute difficulties, and establish better development system become truly suspends which the policy-makers must face.This article take the Xinhua News Agency as an example, introduced its present situation and insufficiency of the development of multimedia. Simultaneously, comparing with the overseas large-scale news agency and the domestic advanced media group's multimedia developmental strategy, clears off it the insufficiency which manifests in the multimedia development, and proposes the solution countermeasure finally, in order to supplying the Xinhua News Agency and even the multimedia industry multimedia more experience. According to above mentality, the whole essay consists of seven chapters.The first chapter introduces the background and main concepts of my research. Besides that, a literal review is also included on the subject of recent digital publishing and enterprise development. My research method and approaches are clearly mentioned in this chapter.The second chapter describes the tendency of the whole media industry in recent years during the media development.The third chapter focuses on the status of the development of multimedia in Xinhua News Agency, reflects three aspects: new media business development, coping strategies, and all the media coverage in major media in the whole application.In the fourth chapter, contrast large media-group of domestic and international restructuring experience in all media, were introduced domestic and foreign means of several important groups, the development of reference for multimedia to Xinhua News Agency.In the fifth chapter, the media at this stage in the whole transformation Xinhua encountered several bottlenecks: process system is not applicable, qualified personnel can not keep up, external competitive pressure and legal system is not sound policy.The sixth chapter I provide several solutions to tackling bottlenecks that Xinhua News Agency met.The last chapter made a conclusion of my research product and a prosperous expectation has been made. |
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