Study On The Convergent Development Mode Of Media Group

Based on the perspective of media convergence,this paper explores the development path and development mode of the new generation of media groups.Based on the explanation of the main causes of the current media convergence difficulties,the paper tries to find out the theoretical framework for the formation of a new generation of media groups.At the beginning of the dissertation,we discussed the change of consumer demand,technological change,subversion of organization and erosion of commercial foundation,which the media industry is facing.We think that new media groups should not follow the past ideas of horizontal and vertical expansion.Taking Internet power as a structural change,the media groups should integrate their power with Internet,and reconstruct their user platform.The paper introduces the transcendent(super Internet company),the leader(the old media companies in Europe and the United States),innovators(new Internet company)to further analyze the characteristics of a new generation of media groups should have.The case study of Zhejiang Daily Press Group provides a deep analysis of the model and extracts the necessary elements for the integration and development under the context of media convergence.The article concludes that the construction of a new media group is mainly a process of evolution and nurturing of an ecologically-based platform.It is based on the trend of Internet technology change and media convergence.Consisting of content,channels,products,talent,space,process,organization,system,culture and other elements,it is a comprehensive and systematic upgrading project.