Research On The Development Strategy Of Huaibei Daily Under The Environment Of Media Integration

Since the 21 st century,the rapid development of new technologies such as the Internet has rapidly changed all aspects of people's lives.Especially,the way of information dissemination has undergone tremendous changes,and the traditional ways of obtaining information and reading habits have undergone subversive changes,which have challenged the survival of traditional media.Faced with the challenges of various aspects in the environment of media convergence,the traditional newspaper industry,which is in the bottleneck of development,can only explore its own way of sustainable development by innovating and reforming continuously with the determination and perseverance of the strong men to break their wrists and break the kettle and sink the boat.Challenges and opportunities always complement and accompany each other.After winter,spring is bright and beautiful.Media convergence brings new opportunities to traditional newspaper industry and gives traditional newspaper a chance to renew its vitality.Huaibei Daily has made an attempt to develop media convergence,improve content and layout,build a new media platform framework,expand customer resources,and diversify its business.However,the transformation is not thorough and systematic enough.It is urgent to formulate a new media development strategy to further enhance the market influence and competitiveness and achieve sustainable development.Therefore,this topic is of great theoretical and practical significance to guide Huaibei Daily to further develop its media integration and transformation.By using the relevant theories of modern management,journalism and communication and sociology,this paper mainly studies the following problems through the combination of specific case analysis,Market Research and data analysis.One is to analyze the characteristics and essence of media convergence environment,clarify the background of the problem,start with the development status of new media and traditional media,analyze the profound changes brought by media convergence to the media industry,and propose that media convergence not only brings challenges to traditional media,but also brings new opportunities for leapfrog development.The second is to clarify the Huaibei Daily's own situation and development environment.Through collecting data and questionnaires,this paper studies thedevelopment course,current situation,basic situation,characteristics,advantages and disadvantages of Huaibei Daily.By means of PEST analysis and Porter's five-force model analysis,it clarifies the macro-environment,micro-environment and competitive situation of Huaibei Daily,and illustrates the necessity and feasibility of Huaibei Daily's transformation and development.Thirdly,the SWOT analysis method is used to sort out the strengths,weaknesses,opportunities and challenges of Huaibei Daily,and put forward the overall development goal of Huaibei Daily's media group,which is industrialized,market-oriented and localized.This paper makes an in-depth discussion on the transformation and development strategy of Huaibei Daily by using marketing,strategy and other related theories,and demonstrates and determines the transformation plan of Huaibei Daily's expanding strategy.And the development strategy of Huaibei Daily is concretized.It is proposed that Huaibei Daily should optimize its business layout,vigorously develop media convergence,focus on the main business of news,enhance its core competitiveness,implement diversification strategy,merge and integrate,explore the specific strategic implementation paths of all-media development,enhance its profitability,and establish modern enterprise system.Finally,the paper draws the conclusion that the strategic transformation of Huaibei Daily is both feasible and necessary.Through rational and scientific development strategy,Huaibei Daily can achieve new and greater development achievements,and provide enlightenment and reference for local traditional newspaper industry to create new mainstream media.The main innovations of this paper are as follows: First,to explore the development of traditional media in the context of media convergence.The second is to highlight the study of the traditional media at the prefectural and municipal levels,which has certain inspiration for the development and reform of the traditional media at the prefectural and municipal levels.