Research On Communication Strategys And Operation Status Of "Central Kitchen" Of People's Daily

With the depth development of Internet,China's media ecology is further "going to the old and welcoming new".The tide of media transformation and aggregation has come forth throughout the country.In response to the challenges of new media technology,China's traditional mainstream media have embarked on the road of transformation as named"central kitchen" in recent years.As the test field of the media development,the success or failure of "central kitchen" has gained expectation of all sides.Therefore,the paper aims to analyze the current situation of the construction and discuss its problems and challenges of the "central kitchen”though combing the development stat-us of the "central kitchen" for the last three years.The research mainly focuses on the communication strategy and operation status of the "Central Kitchen" of the People's Daily.On one hand,this paper studies its communication strategy from four perspectives which are communication content strategy,communication channel strategy,communication object expansion and communication target location on the basis of the data samples of 3144 news reports published by the feeding platform from March 2016 to September 2017,combined with field research and interviews and the relevant literatures.So we can conclude that the dissemination characteristics and laws of the "Central Kitchen"of People's Daily are targeted by digital communication,interactive communication and brand communication as focusing on the political news and new media products,and with the help of its own construction of the communication platform and information system for carrying out internal and external communication.On the other hand,the paper also analyzes the operation status of "Central Kitchen"from four aspects of content production,organizational framework,process reengineering and capital operation.We found that the "central kitchen" emphasis on personalized multimedia product customization and precise large data information command.The"central kitchen" has been promoted normal operation by optimizing the organizational structure though media studio.The process reengineering of content production and operation management go hand in hand.At the same time,it broadens the operating rules of profit channels by three-in-hand which are financial allocations,establishment of industrial funds and the introduction of strategic investment.Based on the above analysis,the present stage of development of the People's Daily"central kitchen" has advantages and disadvantages.It has accumulated some experience in the development of media transformation and aggregation,but the problems are also increasingly prominent as following four aspects.?The trend of homogenization of communication content is increasing.?All media talent strength is not enough.?It lacks a sustainable and effective profit model support.?Normal operation mechanism needs to be strengthened.In view of the current situation of operation development of the People's Daily "central kitchen",this paper puts forward four major ideas to promote its sustainable development:?strengthen the user awareness and innovate all media products.?Pay attention to the introduction of talents and cultivate all media talents.?Innovative business model and expand profitable channels.Improve the rules and regulations to ensure normal operation.Through the study of this paper,it is expected to provide some reference for the development of "central kitchen" of People's Daily and the construction of "central kitchen"of the national media.