Analysis On The Current Situation,problems And Prospects Of The Construction Of County-level Financial Media Center

In 2018,a major strategy deployment was made by the Central Committee of the Communist Party of China on establishing the county-level convergence media center,prompting the development of county-level broadcasting and TV media.Previously,most of the scholars focus on researching the convergence media center at or above the provincial and municipal level.Therefore,there are less cutting-edge researches on the county-level convergence media centers and fewer detailed case studies.This paper aims to summarize the establishment situation,problems and development prospects of the domestic county-level convergence media centers after the field investigation of convergence media centers in China and Fenyi County,Jiangxi Province.Starting from "media convergence" this research report mainly involves in-depth interview,participatory observation and case analysis.Specifically,this paper firstly analyzes the development situation and model of the county-level convergence media centers in China,then analyzes the county-level convergence media center in Fenyi County,Jiangxi Province from the aspects of organizational structure,platform construction,news production,operational management and service functions under the theories of media management and media marketing,and finally summarizes the problems existing in the construction and development of county-level convergence media centers in China and puts forward the corresponding development strategies by combining with SWOT matrix.In this research report,the development of county-level convergence media centers in China is analyzed and the case study on the convergence media center in Fenyi County is conducted.It is concluded that there are some problems existing in the county-level convergence media centers in China,such as content homogeneity,less professional talents,conspicuous weakness in operation model,insufficient external communication capacity and weak service consciousness,etc.On this basis,this paper proposes that we should improve the quality of news contents by centering on users and enhancing the output of premium contents;solve the lack of professional talents by putting theory into practice and enhancing the talent cultivation;deal with the problems in operation mode and profitability by perfecting the talent cultivation and potential development mechanism and increasing the profitability of convergence media centers;improve the spreading capacity by taking advantages of regional characteristics and improving the public participation;and strengthen the service awareness by integrating the multipleservice resources and improving the public service quality.In China,there are still many pending problems in the county-level convergence media centers in spite of the booming development.In light of the unique establishment,Fenyi Convergence Media Center,Jiangxi Province is of great reference value for other regions,but it needs to be further improved.In addition,the county-level convergence media center will tend to group,service,technology and short video.