Research On Media Integration Practice Of Yangcheng Evening News Newspaper Group

Media convergence practice is a historic change in the media industry,which has a profound impact on the media industry,especially the traditional media.This paper selects Yangcheng Evening Newspaper Industry Group as the research object,aiming at analyzing the current situation and experience of foreign media integration practice,summarizing the characteristics of the sheep evening in the media integration practice,providing a new way of thinking and reference for the development of Chinese media industry,especially the traditional paper media.This paper,taking media ecology as the theoretical framework,studies the media integration practice of the Yangcheng Evening Newspaper Group as a development process.It uses text analysis,SWOT analysis,deep interview and case study to deeply analyze the influence of environment on the media integration practice of the newspaper group of Yangcheng Evening Newspaper,and sum up the fusion of the late media in sheep.The strategy of practice and the way to realize it.The research found that sheep through the "human + platform + service" development model,the integration of human and media,the integration of human and platform,and the integration of human and service,finally formed a "industry driven integration development,service to stimulate the vitality of the market".The innovation of this article is to use the theory of media ecology to look at and analyze the media integration practice of yangevening news industry group.through the combination of theoretical research and case analysis,this article puts forward suggestions on the path selection of traditional media integration,that is,media integration is the integration of people,and the important role of people's concept change in media integration should be paid attention to.traditional media should dare to break the shackles,establish a new communication order,increase the investment of new media,attach importance to the integration of resources and industrial extension,continuously improve the mechanism,improve the communication power and influence of new media,and create a healthy and harmonious media integration ecological circle.