Inner Mongolia Daily Media Group's New Media Integration Development Strategy Research

The traditional media to explore new media has less than ten years, with the new media generations continue to emerge, and innovative forms of communication tools change rapidly, the traditional media is always in a position to catch up. After several generations of the exploration and concluded, if only to follow the so-called new media to use the new technology is no way out. On this basis, the integration of various media, put forward the concept of the media, has become the traditional media the latest Noah's ark.Inner Mongolia daily media group is the longest in the Inner Mongolia Autonomous Region history, the most extensive coverage, the largest subscription amount, the strongest influence in the print media. Although from the beginning of twenty-first Century to start the site, the mobile phone version, the opening of Weixin, blog, mobile client, but always incompatible with the new media. The introduction of new media has been for many years, neither the media nor the recession slowed down, through the use of new media to improve the influence of role. However, the use of new media is imperative, in order to solve the embarrassing situation, Inner Mongolia daily media need to put forward a feasible strategic planning.Firstly, study situation and development trend of the domestic and foreign media industry, analyze the policy, economy, society and environment of the domestic media industry. Through to the present in all media integration more successful use of the domestic paper specific analysis, in-depth study summed up the value and reference method. Then detailed analysis of the history of Inner Mongolia daily media group, over the years the success of the reform of the failure experience, the advantages and disadvantages in the media field. Based on the analysis of internal and external environment, by using the PEST analysis method, SWOT analysis method combined with the Potter five forces model and the long tail theory to create a strategic plan for Inner Mongolia daily media tailored. After the long tail strategy research and thinking, the media industry with the emergence and rapid development of new media, the original media unified and complete user market will inevitably appear differentiation and fragmentation. From this, it is necessary to build the long tail products, lengthen the product line, establish a diversified media channels, is bound to open up and absorb more users, increase the new profit Finally come to Inner Mongolia daily media group new media convergence strategy, that is, the whole media integration strategy.The media fusion strategy is based on the core strengths of Inner Mongolia daily media, with a long tail theory as the foundation to make the layout of the media in the form of a full range of media convergence to form, promote the common development of the traditional media and new media industry life cycle delay, find effective profit model, to enhance the competitive strength. The goal of becoming a modern media group.