Xiaoxiang Morning Herald Organization Structure Optimization Under The Media Convergence

Xiaoxiang Morning Herald as well-known in Hunan city newspaper, have keenmarket awareness and first-class service management system. In recent years, with thecontinuous development of media convergence, Xiaoxiang Morning Walk in thedigitization of newspaper and media transformation to the forefront. Yet the mediafusion, bring the technical content of fusion and terminal fusion and profoundinfluence to the ecological environment of the organization structure of XiaoxiangMorning Herald, Xiaoxiang Morning Herald of the original has been unable to adapt toand meet the needs of its development, therefore the design of Xiaoxiang Morning itsorganizational structure, rebuild Xiaoxiang Morning management model has becomethe inevitable move Xiaoxiang Morning News Media transformation. In this paper, theXiaoxiang Morning News organization structure as the research object, using thecommunication science, management science theory, using literature research, surveyresearch methods, systematic analysis of the influence of media convergence ofnewspaper organization structure, organization structure of Xiaoxiang Morning Heraldpredicament and cause changes in media convergence, the objectives and principles ofsetting up morning news organization structure of media convergence, and putsforward the design framework of Xiaoxiang Morning News organization structure aswell as the concrete implementation measures.This paper thinks that media convergence of newspaper organization structureembodies the newspaper editors to organize all media, the newspaper organizationdepartment cooperation mechanism of lateral operation for media technology; mediafusion to newspaper organization strategic transformation, the newspaper organizationbusiness process reengineering; terminal integration to improve functional departments,the newspaper organizations the newspaper organizations to achieve profitabilitymodel of multiple. The organizational structure of Xiaoxiang Morning lacks supportediting function, unreasonable structure, organization and management system is notsuitable for diversified profit pattern predicament. Xiaoxiang Morning due to theinfluence of the original structure of difficulties and constraints, and to deal with themedia integration of internal and external environment change, it is difficult to realizethe strategic target of the newspaper itself after the adjustment, restricted theXiaoxiang Morning overall competitiveness and sustainable development. Xiaoxiang Morning should be based on the strategic principle, to adapt to the environment, theprinciple of division of labor coordination principle, the effective management ofamplitude and the principle of combining centralization and decentralization ofprinciple, and according to the actual situation of their own newspaper, take perfectfunctions, change the editing system and management system, strengthencommunication and coordination, creating a learning organization so as to construct anew organizational structure in order to promote Xiaoxiang Morning Herald, adapt tothe trend of media integration, and to seize competitive advantage provided solidsupport.