Research On The Development Strategy Of Yunnannet Under The Background Of Media Convergence

A corporation's quick,healthy and continuous development usually coordinates with scientific,rational and long-term strategic planning.As the national key news website,Yunnannet is the only key news portal in Yunnan Province and a state-owned enterprise.Meanwhile,as a party network,Yunnannet not only firmly grasps the correct political direction and public-oriented publicity strategy,but also serves as the microphone of the party,while also catering to changes in the market,and constantly creating commercial value.In the era of all-media,public opinion,ecology,media patterns,and modes of communication are encountering profound changes,and publicity faces new challenges.At the same time,with the advent of 5G(5th Generation Mobile Networks),the new round of technological revolution has brought unprecedented fierce competition,and the competition in the news media industry is becoming increasingly fierce.Facing the urgent task of promoting the deep convergence of media and the major responsibility of shaping public opinion,Yunnannet needs to pay close attention to clear directions and goals and actively adjust its development strategy.This paper analyzes the research on media development strategy at home and abroad in the context of current media deep convergence,and uses PEST analysis model and Porter's five-force analysis model to analyze the domestic media convergence and the industry competition in the province.The existing problems and causes are analyzed and laid the foundation for the choice of development strategy.Based on this,the SWOT analysis model is applied to analyze the advantages,disadvantages,opportunities and threats of Yunnannet,and the strategy matrix is obtained.The paper also combines the strategic development goals of Yunnannet to specify the combination strategy,including growth strategies and differentiation strategies.In the context of deep media convergence,Yunnannet should adopt the following development strategies: to create core content products,to reform and optimize the content of the website,to highlight the party-oriented dissemination and guidance;to implement the mobile-first development strategy,to accelerate the improvement of the mobile platform and product construction of Yunnannet,and occupy the commanding heights of mainstream public opinion shaping through mobilization,to improve the level of technological innovation and artificial intelligence.In this way,Yunnannet can build a comprehensive and efficiency media communication system with reasonable resource allocation under the guidance of Yunnan Daily Press Group.