Research On The Development Integrated Media Strategy Of "Dahe Daily"

With the development of the Internet,the development of the Internet and mobile media,with its unique advantages,reflects the absolute disadvantage of poor timeliness and low interactivity.In the face of the impact of new media in China's newspaper industry,and the changes in the business environment,the industry needs to reform.Some people say that the new media will replace the newspaper,I think this is a new opportunity for the development of the newspaper.Digital technology assimilation is to eliminate the boundaries between media,digital technology instead of the media.The development of new media has changed the way people read the habit,the audience is more inclined to new media,and more likely to get.At the same time,the media also has new features,in addition to the State statement,but also to meet the needs of people's spiritual life and material life.Public demand is not only news,but also the need for service information,to meet the needs of the public in order to have more benefits,so the audience based,starting from the needs of the masses,to change the traditional profit model.Whether it can meet the needs of the audience reflects the value of the media,is the internal driving force of development,and market competition and government policy is an external force.In this paper,the Dahe Daily as the object of study,the Dahe Daily of the integrated media development analysis.The introduction part introduces the research background,research significance,literature review and so on.The text first introduces the development history of Dahe Daily.The second chapter describes the impact of new media on traditional media in the Internet era.As well as the background of the development of the media,including external requirements and internal conditions.The third chapter is the " Dahe Daily " in the transformation of the product is introduced,the core products of the Dahe APP,micro-blog,WeChat,the new media alliance and outdoor media.The development of all media products of Dahe Daily.In the fourth chapter and the fifth chapter introduces " Dahe Daily " in integrated media transformation in the shortcomings and countermeasures,such as political,pay attention to influence and credibility,strengthen the interaction between traditional media and new media,the production of more new products,the media have emphasized the news communication's responsibility,not only to provide news comprehensive as soon as possible,increase the circulation of news,but also to improve the value of news.