The Study Of Media Convergence And The Development Of Chinese Media Industry

On the background of flourishing network technology and digital technology,there is no media can circumvent "convergence".For traditional media,the impact of the new has become its external driving force toward "convergence and symbiosis".And the new feature of media context in the "Fragmentation" of information society- from information source to information production,to information consumption,and finally to information feedback-the relationship between the links and audience has distinctly and profoundly changed,which in turn has become the inner driving force of "media convergence".With the technology support, the convergence,as an irreversible trend of media industry,is an opportunity and challenge in the development of Chinese media industry. How to meet the challenge,seize the opportunity,and seek a breakthrough and great-leap-forward development are problems that should be considered.In this article,the author first of all analysis theories of media convergence from the aspect of economics,from which we can clearly see its "innovation" process:originated in technological innovation, resorting to institutional innovation,deepening in industrial innovation, and performance as product innovation.Secondly,the author interpretates the impact of media convergence to the development of media industry from the aspects of transformation and upgrading,pointing out that convergence media,which amalgamate different forms of media,is the ultimate goal of media format development;in business perspective,news gathering and production based on resources sharing is the future direction of development;and from the business philosophy to the operating platform,and then marketing system,the entire business format of media industry must be reformulated.In addition,at the basis of transition,the media industry value chain begins to upgrade to value network,and from a deeper level,the media industry as a whole will eventually experience and complete the process of upgrade to the cultural industry.Finally,the author proposes solutions aimed at insufficiencies in media industrial development in our country—too scattered,too small,be treated by the international media group expanding in China,as well as the system bewilderment of excessive administrative intervention and difficult establishing of dominant position in market.On the background of media convergence,China's media industry should actively learn from the Western model of cultural industry development,and implement a pattern actively guided by government policy,with full explored historical and cultural resources,and the development model of the market competition as the main theme,to deepen the dominant position of media cooperation in the market,constantly enhance their core-competitiveness,and ultimately achieve convergence through deepening group reform,strengthening professionalism,and promoting regionalization.All in all,we can only help Chinese media industry meet challenges and seize opportunities in a new historical trend,and develop smoothly, healthy and steadily,with the clarity of the background of the convergence's birth and theoretical interpretation,the analysis of the convergence's impact on its development,and the exploration on the approach of the development.