Research On The Integration Strategy Of Shandong Post Media Resources

In recent years, our country has issued a series of policies and measures, promote innovation, reform and development of culture and media industry of China. With the rise of the transformation of the traditional media and new media, media integration strategy showing a cross industry, cross platform, cross regional development in the new situation. As a traditional service industry in our country, postal media resources diversity. Therefore, under the background of current China’s media industry integration development, postal media resources how to achieve effective integration, do bigger and stronger, achieve mail media resources science, market development, has become a postal enterprise culture media business urgently need to study a new topic.In the course of the study, this paper to post media resources integration research background and significance, research status and content classification, to tease out the postal integrated media research direction, establishes the ideas and methods of this study, summed up the innovation of this paper. In the study of organizational communication theory category, concept of postal media resources type, scope and characteristics were definition and description, the post with the news media, direct mail and DM media, outdoor media, film and television media, and new media, such as media resources are discussed in detailed description, by means of media dissemination of a series of theory, resources integration theory, systematically demonstrates the development of social media in the current environment, theoretical feasibility of postal integration of media resources development and operation. Through the current media resources of Shandong post operation and management of the status quo analysis, summed up the post media resources exist such as the development mode confusion, the challenge of internal and external environment, quality level is not high. Many concepts, systems of integration. In the face of the magnificent media development prospects, to achieve effective integration of media resources and development has become an important current postal media business development initiatives.In this paper, on the basis of literature review, the use of SWOT analysis method, starting from the internal environment and social environment of Shandong Post, to post media resources development environment were analysis system, put forward the necessity and complexity of postal integration of media resources. Hand, speaking from the external environment, China’s media industry development environment is getting better and better, the national media favorable policies frequently introduced, social media resource integration can learn from experience, and compared with social media and postal enterprises with a solid economic foundation, postal media resources not only covers a wide range, but also has the natural advantage of sales channels, stable audience and communication resources and unique inherent advantages; on the other hand, the disadvantages of postal media resources equally prominent, there is a management idea is backward, the development mode of chaos, the quality of the team asked such question, seriously affects the post media business integration, expansion and development. Therefore, with the rise of the traditional media transformation, new media and popularization of, as one of the new postal enterprises listed business development, for postal media integration of resources, promote the development of postal business media provides very reliable, the huge potential market space.In order to realize the effective integration of Shandong Post media resources, this paper presents media resource integration strategy, through the integration of internal resources, the establishment of a full media dissemination system; by extension, deepening media resources to achieve the open society cooperation; through the expansion of depth to further cultivate and improve media industry chain development. In order to ensure the implementation of the integration strategy, integration of media resources of the postal take integrated management structure, rationalize the operation mechanism, optimize the allocation of resources, integration of communication content and other measures, the establishment of a scientific, market-oriented operation mechanism. To ensure the integration strategies are put in place, produced through the integration of Shandong Post media resources comprehensive effects, post to all product sales platform to build, the postal unique characteristics of social media and platform for the development of postal culture promotion. In order to ensure the integration of post media resources the smooth realization of, Shandong Post to provide support in the enterprise business philosophy, talent intelligence and logistical support measures. Finally, in the face of the media resources in postal enterprise development environment, and itself has advantages and disadvantages, the author summarizes the feasibility of postal integration of media resources development, outlook the post media resources comprehensive utilization, the formation of market force and the regional effect, and broad development prospects.