Research On The Diversified Development Strategy Of Digital Publishing Platform Of Jilin Publishing Group From The Perspective Of Publishing And Fusion

Since the state administration of radio,film and television and the ministry of finance adopted the guidelines on promoting the integration and development of traditional media and new media in 2014,which promoted the integration and development of traditional media and new media to the height of national strategy,China's publishing industry has undergone earth-shaking changes.Since 2016,digital publishing has become a major growth pole for the development of the publishing industry,and its growth rate and contribution rate rank first among all types of press and publication industry.As a leading cultural industry company in northeast China,Jilin Publishing Group has long history,wide coverage and strong influence,which is its prominent advantage.In the "Internet +" situation,digital publishing severe impact on traditional publishing,and in the face of fierce market competition,Jilin Publishing Group,in order to consolidate market share,improve brand core competitiveness,and has set up a digital platform,not only to do website,mobile news,opened a Weibo,micro letter,mobile client,digital publishing business also has obtained certain development,have a certain technology,human and product.However,due to the lack of unified strategic planning,its various business segments did not form a synergy.In order to solve the current embarrassing situation,Jilin Publishing Group is in urgent need of a feasible strategic planning.Firstly,this paper analyzes the current domestic publishing industry,and interprets the policies and trends of the publishing industry.Then it analyzes the advantages and disadvantages of Jilin Publishing Group in digital platform in detail.Based on the analysis of internal and external environment,the EFE/IFE matrix was developed by using SWOT analysis method and combining with interviews with the leaders and key staff of the publishing house.Based on the specific analysis of the group's advantages,disadvantages,opportunities and challenges,the strategy formulation of Jilin Publishing Group was discussed from the external environment and internal environment.After analysis and research,the author believes that Jilin Publishing Group industry is facing the rapid development and impact of new media,the original media unified and complete user market will inevitably appear differentiation and fragmentation;Internally,the group is faced with weak internal integration ability,scattered business segments and lagging market response.If this goes on for a long time,the market share of Jilin Publishing Group is bound to be nibbled.Therefore,the author put forward the Jilin Publishing Group should strengthen brand management,establish a diversified channels of media,on the basis of existing digital platform,fully integrated business sector,highlight the content advantages,inevitably can open up and absorb more users,increase the new way of profit,and then on this basis,the implementation of the new media fusion strategy,implement enterprise diversification strategy through the media fusion.Based on the research on the development strategy of Jilin Publishing Group,this paper aims to propose the innovation path for Chinese publishing enterprises to innovate and optimize their business models on the basis of clear strategic positioning,and achieve business growth in the Internet + era through diversified strategic approaches.