Research On Media Convergence Strategy Of Party Newspaper News Client

"Newspaper on the winter" endless.Newspaper industry integration has become a hotspot in the industry and academia.The emergence of new media has brought great pressure to the survival and development of traditional newspaper.In this situation,media integration is not an option for the transformation of the newspaper industry,but a necessary option for the survival and development of traditional newspapers.As an important part of the party media,the party newspaper,the authority of the mainstream media before the status of facing the tremendous impact of media revolution.At the same time,party newspapers are faced with the dilemma of readers' loss,attraction of content,and the decline of credibility,agenda setting capacity,advertising and business resource diversion.In the new media situation,the pressure of the development of the party newspaper has been increasing.In the wave of media integration,the party newspaper how to achieve integration with the transformation and upgrading,about whether it can occupy the right to guide public opinion,the right to speak.This is the authority of the mainstream media must assume the strategic mission.In China's existing political system and media ecology,the party newspaper's media integration is confronted with complex external and internal environment,macro and micro environment.How to integrate the media of the party newspaper and do a good job in the development of strategic planning on the basis of systematic analysis of internal and external environment,it is worth in-depth study,but less systematic research in the past.This is the focus of this study.From the perspective of ecology,this study integrates the theory of group ecology with media fusion theory.Based on the ecology of party newspaper news client,this paper analyzes the pressure and power of the evolution of media form by combing the media integration ecological environment system.With the help of the classical management tool of strategic management,the paper constructs a systematic ecological array of integration of internal and external environment,macroscopic and microcosmic environment.This study,based on the typicality and the proximity of the researchers,chooses Zhejiang Daily News Client as a typical case.This study uses the case analysis method to carry out the research,to achieve the case and the Chinese party newspaper news client as a whole organic complementarity,common research and personality research with a reasonable level,so that the research level is more abundant.This research innovatively integrates the theory of group ecology and media fusion,and innovatively uses the classical tools of strategic management to analyze the media ecological environment so that the research results are more comprehensive and objective.Through the research on the frontier research results of media forms,the author puts forward the concept of "Internet hub media" creatively.In the literature sorting and the industry as a whole and other aspects of the overall situation,there are some innovations found in the author's research.