The Research On The Media Convergence Strategy Of Xinhua News Agency

In recent years,with the coming of the era of mobile Internet,the pattern of media has undergone profound changes and Media integration has become a strategic choice for the development of many media organizations.2014,the first year of media fusion,the state has introduced a series of media integration development documents or policies,and media integration has been as a national cultural industry development of the macroscopic strategy to guide the development of China's media industry.In the trend of media convergence,as the representative of the traditional mainstream media,the Central Television and Xinhua News Agency have increased investment in the integration of new media,setting up a "central kitchen" or integrating the media center.Based on media integration era background,research will be according to media integration theory and synergy theory,summaring the development of different media forms such as paper media,television media,online media,mobile client and so on.As one of the world's four major news agencies,Xinhua News Agency is the earlier media group that carry out the media integration development.Currently,Xinhua has completed the PC terminal site cluster construction,and under the boost of the media convergence,the matrix layout of the mobile become effective early.But,on the whole,the media integration of Xinhua is still focused on news integration,not achieving the entire Xinhua News Agency between the various departments of coordinated development,and media integration stay in the more form of the surface,so ome major media convergence strategy is still not effectively implemented and implemented.Media integration can not come into effect without effective coordination of the technical,content,talent,organization and other aspects.However,Xinhua's technical input and performance disproportionate,technology-driven to be strengthened,the content of the advantages of the gradual loss,lacking of content innovation;the number of talent in the number of advantages,but the lack of high-quality integration of talent;in the internal organization of the fragmented serious,lowing efficiency of integration.In view of these problems,first of all,as the national mainstream media,Xinhua News Agency must adhere to the content of the king,to create the core competitiveness of the product.Second,increasing the technological innovation and application,enhance the integration of development driving force.Once again,trainingthe talent team,enhance the media integration creativity.Then,speeding up the process reengineering,improve the compilation and implementation of integration.Finally,improving the organizational restructuring,stimulate the integration of development and innovation.