Research On Resource Integration Of The Southern Rural Report Offline-activities

At present, Chinese Newspapers is once again in the key point of market transformation and service innovation. Faced with the new situation of this industry, a big revolution about media was already inevitable. And the resource integration, as one of the most important way to enhance competitiveness and extending business scope, attracts many people. It is not only related to the improvement of resource optimizes configuration and resource utilization, but also affects the management and strategic about media. Therefore how to integrate resources has its realistic significance.When newspapers generally trapped in difficult situations, however, the Southern Rural Report was able to carry out various activities to maintain the rising development. The reason why is that in addition to the special nature of the professional newspapers, more importantly, resource integration on newspapers even works well.In recent years, we can easily find some studies about the resource integration of individual medium or entire media groups from the macro visual angle. But the researches on resource integration of media services are rarely to see, especially for the rural media and offline-activities. In this point of view, this article attempts to take offline-activities of the Southern Rural Report for examples. In order to discuss the strategies about resource integration for offline-activities, the article can be broadly divided into four main parts. The first chapter is the introduction. It specifically describes the purpose, significance, status and methods of the study. The passage explains these questions from two analytic aspects. The second chapter is the overview. It clearly defined the content about offline-activities of the Southern Rural Report and integration of resources. The passage also emphasizes some basic related concepts. The third chapter is the analysis on resources. It classifies offline-activities of the Southern rural Report for different types, including information resources, human resources, audience resources, customer resources, media resources, administrative resources, academic resources and brand resources. On this basis, the passage makes further efforts to describe every resource. The fourth chapter is the strategy of resource integration. It summarizes resource integration strategies about offline-activities of the Southern rural Report resource by theoretical guidance, operational processes, basic principles and different approaches. Finally, typical cases are used to prove the conclusion.This article is intended to explore the new area of researches and new problem. In the case on offline-activities of the Southern rural Report, the study shows the importance of media offline-activities and many different thoughts about its resource integration strategies. Otherwise, this paper is trying to summarize some general laws for useful references on future development about the offline-activities of rural media.