| With the development of the Internet technology and digital technology, China has entered a period of rapid development of new media.Internet, mobile phone use number is rising year by year, and the number of network media, mobile social media user is also increasing. People use mobile phones and computers to browse the news, share their own lives,observe the daily use of friends, and even for the operation of artificial intelligence in the family. It can be said that, under the basis of the Internet and digital technology, the new media has become an indispensable part of people's daily lives. There are some changes in the people's spiritual and cultural life which made by new media technology. Has been used to reading newspapers, watching TV audience more began on the electronic screen reading and watching, compared with serious and big space in the traditional media information products, people prefer simplicity, rapid message.Also, there are the test of the traditional industries and the birth of the new industry. A large number of Internet Enterprise founded new media information products to meet the digital era of the media industry.At the same time, the traditional media industry with the pace of the new media era, trying to adapt to the pace of development. So, in recent years,more and more traditional media began to implement new media strategy or the Omnimedia transformation, which, we can see the media information provider- News Agency figure. As all kinds of media content providers,the news agency itself with content resource advantages and its special location, integration in the media development process, in fact,practical experience, development strategy formulation and transformation methods have high research value.As one of China's top two news agencies, China News Service, has branches all over the country. The regional environment, the media environment and the whole situation of the branches of the branches influence their media integration process. How to develop new media development strategy for local agencies of news and news agencies? How to give play to the advantage? How to avoid difficulties? In this paper,using the literature analysis method, observation method and caseanalysis method, to the Guangxi Branch of China News Service as the study goal, through the use of media strategy theory to analyze the advantage of the development of new media, weaknesses, opportunities and threats,and puts forward appropriate and feasible new media development strategy.At first, this paper summarizes the new media development situation and characteristics of our two major news agency, has made the detailed introduction and analysis of the Guangxi Branch of China News Service existing new media products, summed up the lack of interaction design,lack of personnel, marketing channels is narrow and lack of profit model.Then based on the SWOT analysis tools for the consideration of dimensions,a comprehensive analysis of the Guangxi Branch of China News Service the advantage of the development of the new media, weaknesses, opportunities and threats, through the establishment of SWOT matrix, it is concluded that the conclusion of the Guangxi Branch of China News Service of the new media in the disadvantage of slightly more than advantage, far greater than the threat. This paper to media development strategy theory based on the proposed Guangxi Branch of China News Service, new media strategy:market development strategy based on the independent brand strategy respectively, and from the aspects of market development strategy and the independent brand strategy proposed structured product positioning,improve user interaction design, broaden the channels to promote communication and new media to create unique content, and so on the specific development strategy. At last, we put forward a new way of thinking and development for the local agencies of news agency in China to develop new media. |
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