Research On The Diversified Development Strategy Of Wuhai Daily In The All-media Era

With the rapid development of IT technology,the media industry in China enters into a brand new era of "omnimedia".The Information dissemination through"omnimedia" compared with that through traditional media shows some new characteristics:the main audience of the information dissemination tends to popularize and transforms into a mass style;what's more,the channel and form of the information dissemination creates a considerable diversity.Wu Hai Daily,as a part of the local newspapers of the Party,is confronted with the inevitable question of how to adapt to the changes of the market and the challenge of the competition.This year is the 30th anniversary of Wu Hai Newspaper.Through the development of 30 years,we have already had a great achievement.But during the process,the problems still exist and some of them are rather serious which prevents the further development of our newspaper.Wu Hai Newspaper which has already grown into its maturation,has many resource advantage and capability in politics,readers,human resources,news information and local market etc,the advantages of which other media do not possess.But it also has its congenital limitations.Under the environment of the booming of regional economy,Wu Hai Newspaper embraces its best opportunity ever for development.The development of multimedia contributes new blood to the traditional media.The transformation of the cities leads to the enormous market demand for the newspaper industry.At the same time,Wu Hai Daily will also experience the biggest challenge of market economy in history.The competitors emerge continuously.And the vital restriction is the outdated system.The paper analyses the advantages and the disadvantages,opportunities and challenges of Wu Hai Newspaper,and also its condition of resource and capability by using the analytical method of SWOT.The scientific conclusion drawn from the analysis is that a strategy of diversified development should be adopted by Wu Hai Newspaper.In conclusion,the paper stresses that it is a gradual process of implementing the strategy of diversified development and we shouldn't be in a hurry to succeed.It is necessary to implement the strategy cautiously as a strong proprietor and continuously pay close attention to the traditional publishing and business of advertisement in order to occupy the main market.We should implement gradually the strategy of irrelevant diversification based on the successful experiment of the relevant diversification.After a period of the experiment of diversified development,we gained more confidence in the achievement of Wu Hai Newspaper's further development heading in the direction of organization,digitalization and diversification.