Sichuan DJ Newspaper Group With New Media Fusion Development Strategy

With the rapid development of new media,there appears the fierce collision and change of the media's pattern,while the traditional media is faced with the huge impact brought by new media,and as the authoritative mainstream media in Sichuan,Sichuan DJ Newspaper Group is also facing the crisis from the new media.Traditional newspapers are facing readers' aging,young readers' leaving,and the decline of public opinion guiding force.Meanwhile,the advertisers',shunt also directly affects the economic benefit.New media's rapid development has the direct impact on mainstream media's status of the traditional newspapers.It is difficult for Sichuan DJ Newspaper Group to manage alone in a new situationUnder the support of new media fusion theory,the thesis holds the idea that it is necessary for Sichuan DJ newspaper group to integrate its tradition and new media for its development.First of all,based on the study of traditional newspapers and new media,the thesis analyzes era background of the diverse media,traditional newspapers' weaknesses,and the inevitable developing trend of fusion,etc.and discusses the way for Sichuan DJ Newspaper Group under the impact of new media.in the second place,with PEST,porter five model and SWOT analysis method,the thesis makes comprehensive analysis of Sichuan DJ Newspaper Group's strategic environment,industry competition degree,internal resources advantages and disadvantages,etc.Based on this analysis,the thesis summarizes present situation for Group's development,and put forwards thorough planning path and solution measures about its specific integration development strategy including Organization restructuring,to shorten theprocess cycle,business channel integration and strategic organizational guarantee,etc.