| This study aimed to explore media channels in China in the face of recession and shrinking situation of news resources, and how through the patterns of diversification diversified revenue structure of local channels, and at the same time created new opportunities for growth phenomenon. This study, media websites in China as a case study as a major news development theory analysis structure, combined with relevant industry literature on the media group to pursue the development of the press, and the media to participate in arts and cultural performances in the field of communication, pursuant to describe and evaluate media sites its media unit of People’s Shaanxi channel news development strategy and strategic benefits, and further analysis of this news development strategy for the Group’s media unit in the level of news resources development.This study proposed three research questions:(1) media website news and development strategy is?(2) the news media sites and development strategy which news development effectiveness?(3) the impact of the news media sites and development strategy on the news resource development? In this study, while the use of the ’depth interviews’ and ’literature analysis’ to collect the necessary information of case studies.In the literature analysis, the theory is divided into two parts, first part is a theory of diversification and media Web site channels as well as resources development; second part of the media sites policy on the channel resource development. First, the definition of "diversification" and "media site channel, and defined in this manner defined in this study alleged" media websites local channels, whereby the theoretical concepts related to the research topic. Will then analyze the impact of the media sites policy on the channel resource development. First cut from the resource development bias issues, master media sites affect its media unit channel resources development resources development intentions, and then finishing media site policies affecting the channel resource development literature, as this study, analysis of resource development strategy of the People’s Shaanxi channel on the channel Resources to develop the basis of analysis of the impact.This study review the theory of business resources, combined with the dissemination of relevant industry literature in the field, constructed out of the five types of resource development and a number of resource development objectives as the basis for the understanding of the People’s Shaanxi channel resources development strategy. Through a People’s media unit Shaanxi channels and activities of units in charge of in-depth interviews with reporters, the study found, throw their own resources to the media site’s parent group in order to achieve the set goal of resource development, in other words, People resources development strategy is the result of the interaction of Group localities can channel resources between. Meanwhile, media companies should identify themselves have resources, and try to extended application of resources, through resource links between companies and restructuring to try to create new growth opportunities. Shaanxi People’s Channel is the established news media resources and activities of experience accumulated over the years combined, coupled with the Group itself substantial financial capital, and thus found in the active market of new growth opportunities.In addition to the description of the People’s Shaanxi channel resources development strategy, but also through literature analysis, further analysis to assess the effects of resource development strategy in the fact that can be generated by resource development effectiveness. The results show that resources development strategy of the People’s Shaanxi channel resource development benefits are forward-effective outnumber negative benefits, among which resources development growth "and" news resource management practices most valuable. Resource development growth "is the positive benefits of the different business units through the resources of the series, combination, combination procedures continue to create a more positive, dynamic characteristics, compared to other type of resource development, resource development growth, help the parent group resources, vibrant, and maintain sensitivity to the external market. News Resource Management "is the most difficult to practice in all types of resource development of the most valuable benefits of resource development, this is a news resource management has a complex internal and external competitors is difficult to imitate in a short period of time, because this news resource management formed the parent group can maintain a longer-term competitive advantage. One of the main motivation for discourse according to the theory of diversification and resource development, business organizations choose to diversification as a route to growth is expected to play a positive benefit in the original cause of the new business. Overall, the People’s branched out into diversified business activities of business experience, media units and activity units by contributing their own existing resources to achieve the parent group resource development purposes, and therefore are related diversification, while media units and the resources result of the interaction between the active units generated by the effectiveness of the addition of positive resources development, the whole media sites from the media industry branched out into the cause of business activities is the successful diversification.From a business management point of view, in order to remain in operation and maximize the benefits to the media website requires its media unit to throw their own resources to support the activities of the unit is normal practice, however, because the People of the nature of the news media, so in the implementation of resource development strategy would harm the professionalism and autonomy concerns. In this thesis, the last part is to reflect the conflict between resource development thinking and media professionals. The value of the news media to show an independent channel resources development, if the media sites in order to practice the short-term resource development harmful to the core values of the news media, but the media group long-term loss. Overall, the media group through the practice of resource allocation requirements media unit to support the activities of the unit is a viable practice, but when it comes to channel resources development job link the right to initiative and resolution, it should be returned to the media unit. In other words, the news resources of the media units should be done "limited" share, editor-in-chief or reporter in respect of personal knowledge of professional interview contacts given to other units support, but only channel resources development level cannot be involved.Based on the findings, this study proposes three conclusions:(1) media websites local channels, news development strategy is different to the interaction of resources between business units.(2) media websites local channels into the field of activity is successful diversification.(3) the news resources of the media units should be limited sharing. |
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