Analysis Of Newspapers And Network Integration In The Context Of Media Integration

New technology forces the production of new media, it changes the way of information transmission and reading habits of people, in turn leads to the attention economic change. According to the changing market, traditional media and new media from opposition to cooperation, in order to find the ultimate integration of the development. Media must adapt to this form of change so a symbiotic body in the media appears-newspapers and network integration. In the face of competition, network and newspaper try hard to explore new methods of information dissemination, production and management. And this paper on the integration of media background, tries to make a brief discussion of this trend. In the discipline of management and communication, there has been lack of interdisciplinary research in the field of industrial chain of media convergence. In the limited literature, the main research relevant to media industry are focus in the Communication and Management Institute of Ming Chuan University and Sun Yat-sen University in Taiwan, from the respective of knowledge management, political economic and strategic planning. After the spread of gatekeeper theory in 1950s, there are few theories and studies for the internal operations and media organizations. However, facing the wave of media convergence all over the world, media groups in China have to consider how to face the challenges and how to carry on the deepen reform positively. Therefore, this paper attempts to stand in the perspective of value chain, in the context of media convergence, tries to help Chinese media groups change their industrial structure. Finally, construct an initial media industrial value chain of integration, in order to provide a reference model for the future media.