XY Group's New Media Development Strategy Research

August 18,2014,The fourth meeting of the deepen reforms Central Leading Group passed "the guidance about promoting the fusion development of traditional and emerging media",the general secretary Xi Jinping made an important speech,media convergence thereby rise to the level of national strategy.In recent years,Chinese Internet Video Sites have come into the mobile Internet era.With the maturity of 4G services by the telecom operator and the rapid development of Internet technology,as well as the popularity of intelligent terminal equipment,such as tablet computers and smart phones,multi-screened entertainment ecology gradually formed,the ways how does consumers access to entertainment have not limited to watching movies and TV.New media and its related services have got rapidly development,because people desire diversified entertainment and increasingly rely on mobile devices,such as smart phones and tablet computers.Many manufacturers are more willing to put the advertisements to new media.Shrinking traditional advertisement is in contrast with rapidly growing new media advertisement,rapid growth of new media put traditional media into impasse.The unavoidable issue is whether traditional media would survive or die out.In order to survive traditional media,we have to face the opportunities and challenges which were brought by new media.While,as the state-owned film and television companies,XY Group also faced with the impact from new media.The outstanding issue of XY Group`s New Media business is the low level development,such as morphological unitary of new media,low public attention,shortage of operation funds and personnel of operation and maintenance.This paper will formulate the development strategy of new media for XY Group,through analyzing advantages and disadvantages of XY Group’s new media development,as well as the opportunities and challenges which may be encountered,and combining the status of new media industries.This paper is divided into five sections: Chapter 1,Introduction,which introduces the research background,domestic and foreign research review,research methods and basic theories of new media.Chapter 2,the development history and present situation of XY Group.Chapter 3,Analyzing internal and external environment of XY Group`s new media development.Chapter 4,Development strategic choice of XY Group’s new media,which clear strategic objectives and strategic positioning,identify strategic priorities.Chapter 5,XY Group’s development strategy.Chapter 6,Summary and outlook.This paper demonstrates new media development strategy of XY Group by Document Reading Method and Comparative analysis method,analyses new media industrial environment by Macro environment analysis method,and provides theoretical basis and implementation opinions by SWOT analysis method.Through the implementation of business diversification,industrial integration and investment and financing strategies,XY Group should introduce new media technology and improve new media service platform,to change the traditional mode of film and television program production and business model.While,XY Group also accelerate the development of mobile terminal applications and Internet TV platform,increase forms of new media,expand the number of new media users.I hope XY Group can transform to complex enterprises of content production,industry business and technology development of new media,through the implementation of new media strategy,gradually transform XY Group’s business model.