Research On The Omnimedia Strategic Management Of Shanghai United Media Group In Convergence-Media-Era

Nowadays,the integration of traditional media and new media has become the inevitable choice for the development of newspaper groups.Omnimedia has been explored and practiced in various newspaper groups as a stage path of media convergence.Across the country,the newspaper group's omnimedia development has achieved new results in content output,business model and other aspects,but it also faces problems such as insufficient integration of old and new medi a.In this context,this paper selects Shanghai United Media Group,which is in the forefront of media convergence,as a case study.Through the investigation of the "omnimedia strategy" of Shanghai United Media Group,it intends to find the problems in the development path of newspaper group,hoping to provide some help for the development of newspaper group.Based on interviews with Chen qiwei,general manager of omnimedia,Liu yuanyuan,vice President of the-paper,and relevant literature,this paper stud ies the "omnimedia strategy" of omnimedia.The results show that the newsprint faces the dilemma of survival under the influence of increasing cost and decreasing income.The development of new media is limited to a certain extent by factors such as large investment in the early stage and single profit mode.In addition,there are some phenomena such as ignored user demand and brain drain in the omnimedia of Shanghai United Media Group.In view of these problems,with the help of Chris Bilton's strategic innovation paradigm theory,this paper proposes countermeasures and Suggestions for Shanghai United Media Group from the perspectives of value innovation,cost innovation,market innovation and mechanism innovation.This article advocates the promotion of us er concept through big data to enhance the content value;create co-creation with consumer value,expand the channels of editing and editing;adopt the "e-commerce + newspaper" model to break the difficulty of newspaper survival;seize the "long tail" fiel d and expand the media market Trial the special management unit system to ensure public opinion orientation;innovation incentive mechanism,retain talents;school-enterprise cooperation orientation training,attract talents and other useful countermeasure s and suggestions.