Research On Strategic Transformation Of Daqing Media Group Through Media Convergence

2010is the fiftieth anniversary of Daqing Daily of the founding anniversaryof the year, in the same year, May5th Daqing Media Group was founded, whichmeant that Longjiang western media ship was in its sail. Daqing Media Groupintegrated two local media groups, Daqing Daily Newspaper Group and DaqingRadio and Television Group, setting up a new group on the basis ofcomplementary advantages. Since then, Daqing media industry has entered a newdevelopment period with the whole media convergence. Since the integration ofMedia Group, it has entered its third year, on the whole, there was leapingdevelopment on economic benefits of the whole group comparing with thatbefore integration. However, the drawbacks of old system and the problemscaused made the news homogeneous and serious lag. This situation is verycommon: the news will be read in the newspapers after it has been showed on TVa few days later.Report the same old stuff "phenomenon can be found everywhere. Newshomogenization is very serious, which causes a waste of resources and manpower.The lag of network development, two networks which owned by the MediaGroup Daqing net and Baihu net have extremely weak influence. Especiallyunder the conditions of general downturn in the national real estate market in2012, Advertisers reduce the advertising budget, which also makes the businesstasks of the Group’s units worrying. It’s necessary to carry out a full strategictransition in media era.From the strategic view, this paper will introduce the basic theory ofstrategic transition. From the analysis on typical cases about how to deal with thetransition both domestic and international media group, Daqing Media Group canfind the experiences in the transitions. Using the SWOT model to analysis on thebasis of strategic transition of Daqing Media Group, we select the strategictransition method with grand strategy matrix perspective, and finally wedetermine to take the integration strategy transition. Based on the actual situationto work out this transition program. Propose the means of building the full-media news production platform, recycling talents of the media group, setting up the mobile output terminal platform and so on. Finally, from rebuilt of the whol emedia organizational structure, the standardization of production processes,internal communication and management, propose the measures of strategictransition which ensure the process move smoothly.