Research On Media Convergence Development Strategy Of XT Daily News

At present,the integration of traditional media and new media is the trend of the times.There will be many difficulties and challenges in the process of integration.The traditional media needs to change its development strategy as soon as possible in order to adapt to the new changes and new environment of the communication industry.XTDaily News Agency is the mainstream news media in Xingtai City.In order to promote the integration and development of the media,in 2016,the newspaper office built Xingtai All-Media Center and became the second prefecture-level newspaper office to establish all-media center in Hebei Province.It initially formed a collection,multi-generation and multi-communication mode.In the past two years,influenced by the economic situation and the rise of new media,Xingtai Daily,as a traditional paper media,has suffered tremendous impact.At present,the focus of the development of the newspaper is still the daily newspaper,evening newspaper two traditional paper media,the newspaper and the existing new media is still in the interactive stage,from the real integration of milk and water,there may be a long way to go.This is the most difficult stage to achieve the true integration of traditional media and new media.Based on the current research on domestic and foreign media integration development strategies,this paper summarizes the general situation of XT Daily and the progress of media integration development in recent years,and introduces the typical experience of media integration development of Langfang Daily and domestic and foreign media.Successful experience in integration.Then,using the internal and external factor evaluation matrix and SWOT analysis tools to analyze the advantages,disadvantages,opportunities(opportunities)and threats(challenges)of XT Daily in the media integration environment,it is found that the financial policy support is the most important for the media integration development of the newspaper.External factors,resource advantages are its core internal advantages.Based on this,it is proposed that XT Daily should adopt the SO strategy mainly in the process of media integration development,establish differentiated competitive advantage.The specific strategic strategies include: First,innovate the media organization structure,formulate a converged development plan that conforms to the actual situation of the newspaper,integrate existing resources,and actively build a “central kitchen”.Second,innovate human resource management,enhance the professional capabilities of existing employees,introduce high-level professionals and improve the performance appraisal system.Once again,improve the financial management system to provide guarantee for media integration.Finally,build a management information system to improve work efficiency.