The Integration Of Media Broadcasting Industry In The Context Of The Development Of Strategic Research

"Media convergence" is a hot topic in media circle recently, but for the majority of the audience, they are more real feelings, For instance, using a mobile phone can be listening to the radio and newspapers have also appear on a television, and On the Internet you can see a huge number of various types of video programs, and even at home you can send and receive messages in digital television and chat friends with remote video .In reality, the limits of the various media that were quietly breaking ,their different functions are gathered in one or a few powerful terminal, it is so irresistible media convergence into our lives.As a new kind of media phenomenon, the emergence of media convergence has changed the environment of traditional media broadcasting, coupled with our social and economic development in recent years by leaps and bounds, the cultural needs of the individual released, the opening up of national policies and adjustments, The rapid rise of new media, old and new media between the fierce competition, these will squeeze radio advertising which is already a small market. Despite domestic and international radio advertisement also no clear downward trend, but obviously, the new media have begun to seize the traditional media market. All of these has brought an unprecedented impact and influence to broadcast。Broadcaster should be taken what kind of strategy to deal with this challenge? Based on this, this paper as the background of the media convergence, with the survival of the media law of the ecological environment, a broader vision to explore the development of the broadcast and look to the future.This paper is divided into five parts. In concluding the first chapter on the basis of media convergence in previous studies summarized the content of the media convergence, on the media convergence of the development process and features convergence of the causes for the media. For the full convergence of media awareness and detailed understanding about is the basis of this paper. Carding predecessors in the second chapter of the convergence of theory and practice of media research results, combined with communications, and the ecological environment of the systems theory, the policy environment, social environment, economic environment, technological environment, the context of globalization, such as five areas, and explore the broadcast media macroeconomic environment faced by the new features. The media environment awareness and understanding of this paper is to study the important prerequisite for the broadcasting industry is to develop strategies to cope with the necessary process of change. Chapter III-depth analysis of the media convergence for all aspects of the broadcasting industry specific impact from the dissemination of the platform change the emergence of new media terminal, to change the industry value chain, as well as the audience capacity and demand changes, a more comprehensive display of the media fusion the impact on the broadcasting industry to a new environment strategy for the convergence of the broadcasting industry to provide a basis for the formulation. The fourth chapter of the broadcast media integration background conditions for the development of analysis, the stated objective of the present China's broadcasting industry and the challenges faced by the new environment brought about by new opportunities, clearer understanding of themselves to the conditions better development. Part V based on realistic operational level, in view of the discussion at the front section of the broadcasting industry in the new environment under the challenges encountered, and their own problems on the media convergence times on the development of China's broadcasting strategy planning. And from the integration of new technologies, innovative content, branding, business model, the solution of the bottleneck on the five aspects of the media integration environment, the development of broadcasting.