Research On The Development Strategy Of Xinhuanet Public Welfare Channel Under The Background Of Media Convergence

Dynamic research on new media from an industrial perspective has long been an important topic at the national level.The relevant state departments have established the relevant mainstream status of new media from the strategic layout.As people's use and dependence on new media continue to deepen,the new media,an interactive form of all-media integration,has gradually developed into the development momentum of the Chinese media industry.In this environment,the PC-side news site has become a role that has always been compared.From the 2016 full-year data,the iResearch PC Index shows that the monthly coverage of China's PC-side websites is still 520 million.The growth rate continues to slow down,and the PC-side users are already saturated.The rapid development of mobile terminals has quickly attracted the attention of users,and the scale of mobile social users has shown a steady growth trend.Although the mobile side distracts the user's attention to the PC-side website,the media website has become the research focus of the development of the media website by virtue of its own advantages,the user's habit of grasping the synchronization of information and the positive adjustment of the development strategy.However,it cannot be ignored that with the development of the Internet and the advancement of technology,the definition of traditional media is still more than newspapers,television,magazines,radio,etc.Many experts and scholars also define Internet media on the PC side as traditional media.The rapid development of the mobile Internet has greatly advanced the concept of traditional media.However,from the perspective of the current development of technology,the time when the mobile Internet completely surpasses the wired Internet is still unknown.In such an environment,the media website must actively adjust its strategy and move toward the whole media.Otherwise,the media website will be like a boat,and will not retreat in the wave of media integration and development.The following six parts of this paper are discussed: The first part,by understanding the research background and significance,clarifies the importance of research and lays the foundation for the following.The second part mainly introduces and recognizes the Xinhuanet and Xinhuanet “Public Welfare Channel”,as well as the achievements and problems in development.In the third part,the SWOT model is used to analyze the development of Xinhuanet's “Public Welfare Channel” from four aspects: advantage analysis,disadvantage analysis,opportunity analysis and threat analysis.The fourth and fifth parts are respectively based on personalized and diversified brand content promotion strategies,user experience improvement strategies based on featured columns,expert forums,and all-round promotion strategies based on diversified forms and means of communication.The strategy analysis of the integration of the public welfare channel is elaborated.Through the research on the development strategy of Xinhuanet "Public Welfare Channel" in the context of media integration,how to transform media websites in the media integration environment,how to try to break through,innovation and change how to integrate with emerging media provides some practical reference case and suggested strategy.