Yantai Daily Media Group All Media Strategy

The media technology, which continues providing new technology platform for the information spreading and creating material conditions for the spreading activities, plays a more and more important part in social life. At present, new media such as internet, handset newspaper, etc. rises rapidly. The new media technology, which relys on the new technologies such as digital, network, mobile communication and so on, changes people's original work and life style day by day. The rise and development of the new media breaks the medium barrier of the traditional media, changes its envirionment, and makes the traditional newspaper face the unprecedented challenge. Meanwhile, the new media brings new chances for the traditional medai as well as the challenges. Moe and more newspaper group have begun to develop new media and, ultimately, choose the way to develop all the media, and this choice of the tradional newspaper has become an important task and developmental trend of the media. This article will take the pioneer of the new media, Yantai Daily Media Group, as a case study. In this paper, I adopt the research method of case study with the combination of horizontal comparison. According to the research of the whole media strategy of Yantai Daily Media Group, I discuss that if the press wants to develop all media, it should how to transform and innovate on the system and orgnization, and how to explore and practise on the development mode and process reengineering. In addition to this,I also try to excavate the universal law from the particular things to provide a useful reference and a broader thinking space for other presses'development of all media.