Research On Regional Market Development Strategy Of Xinhuanet Under The Background Of Media Convergence

With the deepening of people's use and dependence on new media,new media,an interactive form of omnimedia integration,has gradually developed into the development trend of China's media industry.However,these new media projects often only realize the innovation of content and the expansion of channels.In the essence of the reform,they do not completely jump out of the basic idea of the operation of traditional media.It is a common problem in the process of media transformation in China.As the largest network media group in China,Xinhuanet has been seizing the opportunity of media convergence in recent years,aiming to build new mainstream media based on the Internet,and vigorously promoting the deep integration transformation of the group.At present,Xinhuanet in the process of transformation of innovation,integration development,also with other media group,in addition to face such as media,team structure,financing,the resource integration and so on a series of basic questions,how in the impact of media technology and carve up the market based on the new media technology,xinhua in systems and mechanisms,policies and measures,process management and technical talents are in urgent need of a comprehensive transformation and reform.Based on media integration and enterprise strategic management theory as the instruction,through case analysis and contrast analysis,research the current situation of the development of Xinhuanet,Xinhuanet C channel is one of the important developing base xinhua group based on the C district,C channel in recent years the xinhua,major reports,operation,service innovation and marketing activities has made a certain development,but there are also four sorts of problems,respectively,content is lack of interactivity,lack of originality and timely communication effect,operating profit model is not clear,marketing excessive use of the parent brand.Through PEST analysis and competitor analysis for Xinhuanet,combined with SWOT analysis of Xinhuanet C region,this paper analyzes the advantages,disadvantages,opportunities and threats of Xinhuanet C channel,and draws the conclusion that Xinhuanet C channel needs to continue to give full play to its own core competitiveness and adopt differentiated development strategy.Combining with the reality,this paper introduces the implementation path of Xinhuanet C channel's media convergence development strategy in detail from three aspects of improving content originality and interactivity,using new media technology to create social media,and improving data news visualization level,so as to better and more effectively promote and implement the implementation strategy.At the same time,in order to avoid risks and effectively guarantee the long-term smooth development of enterprises,a series of corresponding measures are put forward to provide security guarantee for the development of enterprises,including the integration of industry resources,innovative marketing means,maintenance of existing brands to maintain core competitiveness,security system construction,talent introduction and training,etc.