Research On The Strategy Of County Media Integration Development

At present,human beings have entered the era of mobile Internet in an all-round way.The rise of new media has brought great impact and challenge to traditional media.The media communication pattern,public opinion pattern,audience object and media environment have also changed.As the most basic mainstream media,county media is responsible for the most direct and close communication and connection between the media and the masses,so as to better realize the transmission of information between the central and local governments.Compared with the central,provincial and municipal media,the living space of county media is smaller,and the resources are more scattered,so that its communication power and influence are shrinking.In order to further enhance the mainstream influence of county media,the transformation of county media integration is urgent.At the National Conference on propaganda and ideological work held in August 2018,general secretary Xi Jinping pointed out that "we must do a solid job in the construction of the financial media center at the county level so as to better guide the masses and serve the masses." Under the guidance of the national macro policy,the construction of county-level financial media center is in full swing all over the country.How to take the express train of county media reform,find an effective way of media integration and development in the fierce media competition environment,and create a first-class new media main position in the county?It has become an important topic that every county media must think deeply.Based on the current situation and model of the county-level media integration development in China and the actual situation of the county-level media center construction in China,this paper adopts the case analysis method,the Participatory Research Method and the comparative research method,focusing on the practices and strategies of media convergence in the Tongxiang media center,and combining with rich cases and a great deal of practice by the author,through such measures as"concept innovation,content production,platform upgrade",exploring the characteristic development of media convergence in Tongxiang Media Centre.At the same time,on the basis of analyzing the media integration practice of the Tongxiang media center,this paper,through on-the-spot visits to Changxing Media Group,Deqing County,Zhejiang News Center and other county media,looking for the competitive advantages and disadvantages between the Tongxiang media center and its peers,developing the strong points and avoiding the weak points,and summing up the experience,so as to study the strategy of the integrated development of the county media,with a view to the country's many county-level media integration development to provide some suggestions and ideas.