Research On Media Integration Management

The central government gave full support for media convergence in 2014, aiming at building large-scale media groups that have strength, dissemination power, credibility and influence through in-depth convergence on contents, channels, platforms, operations and managements. Media convergence can be interpreted from two aspects: in narrow sense, it refers to the change of the media, and broadly, it refers to the change occurring in media function, means of communication and organizational structure. As the domestic media convergence development accesses to a rapid stage, there are great changes in technologies and operation methods. The media convergence shall be divided into four phases: first, to construct new media upon the traditional media and to make on-line digital newspaper on the internet; second, to carry out interactive development between the traditional media and the new media, achieving a newspaper-internet interaction; third, to carry out fission development between the traditional media and the new media, placing more weight on mobility, visual technology and multiple channels via website, Micro Blog, We Chat and other new media matrix, realizing a 24-hour dissemination; fourth, to carry out aggregated development between the traditional media and the new media, building an integrated platform with internet and big data, so as to achieve actual in-depth development in contents, channels, platforms, operations and managements.This paper took the first step to have a review and evaluation on the omnimedia to dig out problems and current development status it faces, and to introduce the interactive and fission development of the traditional media and the new media by cases.And then, taking Guangzhou Daily Group as an example, this paper tried to conduct a thorough study. Guangzhou Daily has undergone the four phases of the media convergence; moreover, it has integrated with the big data concepts on contents and operations, seeking for new development under a cliff-style downturn industry background.The last but not the least, pushes big-data media convergence targeting a newspaper company in Liaoning province, in order to achieve re-building process based on new business by conducting managing and reform around three aspects as the customers, contents and operations.