Inner Mongolia Daily Media Group, "the Newspaper Net Convergence" Analysis Of The Difficulties And Their Development Strategies

With the constant appearance of new information technology, different new media are increasing endless. In recent years, China’s Internet users, and mobile phone users have become the largest group in the world. With the promotion of three nets convergence, the media market will become more competitive. According to the analysis of "Shanghai media development reports in2011", what the new media impacts the traditional media has caused the stagnation of the traditional media. In order to occupy some certain market in the future, each big media group in the nation has accelerated to enter new media, cooperate with the Internet and3G, have alliance with commercial website, establish the media platform, and capture the media market through more transmission channels and more terminals... A media convergence war has vigorously pulled open. The convergence of newspaper and internet is an important part of the media convergence.In the convergence of newspaper and internet, there are not only many successful cases,but also doubt voices. To converge or not makes the media confused. Not to converge is waiting to die; while to converge is in death under the unclear foreground presently. Therefore, the convergence of newspaper and internet attracts the attention of experts and scholars.Located in the border area, Media Group of Inner Mongolia Daily has a big step towards media convergence, actively exploring media system, production content, extending band and so on. It can be said that it has established a pattern of wide media. The convergence of newspaper and internet has some achievements, forming the pattern of a newspaper and a net, four newspapers and four nets initially, and the profit pattern is being explored. At president, the Media Group of Inner Mongolia Daily has become the most influential and authoritative media group which has strong bases and diversified development in Inner Mongolia autonomous region, with most transmission channels and users. But in the process of operation, there are some problems should be cleared further.Some cases of Chinese and foreign media and successful experiences in the convergence of newspaper and internet of Media Group of Inner Mongolia Daily show that different regions have different media opportunities. It should adjust to adapt to local conditions, even more, every media has its own characteristics, especially the new media, which owns a set of management pattern, is different from newspaper. Only fully considering the needs of Internet users, the new media will be competitive. Therefore, the only way for media development is to jump out of the traditional media management mode, and innovate and develop new media. From the standpoint of spreading technology, the shortest way of Media Group of Inner Mongolia Daily is to develop with external force.