Research On The Evolution Of Traditional Mainstream Media To New Mainstream Media

Since 2018,media integration has shown a trend of in-depth development.The construction of the county-level financial media center marks the start of the media convergence from the top to the sinking mode,and the integration of media organizations has moved towards the transformation of the industrial structure.For the traditional mainstream media,it has opportunities in the new era.At present,people's demand for information is upgrading and intelligent industries growing rapidly as China has maintained a stable political environment and steady economic growth.Based on the theory of industrial intensification,adopting econometric and statistical related methods in industrial economics,from three dimensions of scale,structure,and efficiency,through analysing the data of traditional mainstream media and sub-industry advertising scale,market concentration,and average household advertising,turnover,per capita advertising turnover,return on assets,this paper has examined the scale,market structure,labor productivity,business management level and profitability of traditional mainstream media industries.The research found that China 's traditional mainstream media industry is still in a state of extensive development,with small industrial scale and weak competitiveness;low industrial concentration;low labor efficiency;company's poor management and other flaws,which are ultimately attributed to the restriction of government and rules,lack of funds,weak innovation ability of science and technology,and scarcity of professional high-quality talents.Looking back on the development path of China's media for 40 years,it has gone through four stages of overall deployment,simultaneous implementation,adjustment and contraction,and intensification of integration.It has also made efforts for the intensive development of the traditional mainstream media industry,while it is an arduous and long process.According to the guidance of general industrial intensification theory and the practical experience of the media industry,traditionalmainstream media can play a scale effect in the future development by strengthening the mainstream media,improve the efficiency of all factors,and get support from effective policy to escort the industry.Thus we can expand the scale of development,optimize the industrial structure,and promote the intensive development of the entire traditional mainstream media industry.