A Research In Extending Route Of Mass Media

The extending of mass media means to increase the value of all the resources, enlarge more operational space, or cooperate with some correlative industries to buck for more profit, by producing core-products and improving core-competitiveness basically.There are many advantages of resources for mass media to extend. The mass media laid the foundations of their success by understanding their advantages and bad situations of the resources, integrating all the resources effectively as the exterior environment changed, and improving an ability of integrating the resources continuously. The variety of media environment requests the mass media to strengthen a strategic freedom degree, which means being more vivid and mobile on the management level, paying more attention to media exterior environment, to make, their resources and abilities attain a dynamic match with strategy. The mass media wants to establish and implement a strategy that regards the customer as the direction, change traditional media customer's idea, create client's value continuously, constitute a real time medium, and build up a mechanism and a system to supervise, evaluate, and forecast their clients. There exists a dialectic relation between the core-products and extending products.This research is an application study, adopting the research method of qualitative analysis, literature analysis, and case analysis etc. based on discussing the mass media extension, probing into the extending route of mass media--According to the extension of contents, management, brand, capital, cultural industry, information industry, creativity industry, talented person and the extension across mediums, regions and industries.