Research On Optimization Of A Publishing And Media Group Corporation's Media Integration Strategy

In the context of media convergence,the publishing format has undergone profound changes,the industrial integration has become an inevitable trend.Thanks to new technologies such as Internet,publishing and media enterprises have vigorously promoted the reform of mechanism,constantly innovating development mode,and actively explored platform operation,merger and reorganization,IP development,media integration,cross-border development and Internet plus becoming the new normal.A Publishing&Media Group Co.,Ltd.Is a comprehensive cultural enterprise group with large scale and strong strength.However,the existing media convergence development strategy of A Publishing&Media Group Co.,Ltd.has some shortcomings in terms of strategic positioning,layout and guarantee,which leads to the group's publishing units and business sectors have not formed a joint force,and the process has obviously fallen behind.A Publishing&Media Group Co.,Ltd.is also deeply aware of the importance,so A Publishing&Media Group Co.,Ltd.urgently needs to optimize the development strategy of media convergence.This paper first analyzes the current status of domestic publishing industry.Then it combs the basic situation of A Publishing&Media Group Co.,Ltd.,the existing media integration strategy and its development status,carries on the environmental analysis,and identifies the defects and deficiencies of the existing strategy combined with the interview content.Its shortcomings are mainly reflected in six aspects: strategic positioning,content integration,channel integration,platform integration,mode integration and strategic guarantee.Before putting forward specific strategic optimization suggestions,this paper mentions CITIC Press Group's experience,so as to put forward more suitable strategic measures for A Publishing&Media Group's media convergence development.A Publishing&Media Group Co.,Ltd.should change its business philosophy,adopt aggressive WO strategy,and carry out differentiated competition: first,develop resources,and improve the competitiveness of digital publishing;second,carry out channel innovation for the purpose of expanding the publishing industry chain,and achieve new breakthroughs in media integration;third,carry out service innovation by means of product development and platform building,so as to form a new digital publishing industry;Fourth,actively seek cross-border development to achieve media industry integration.This paper uses large comprehensive cultural enterprise as the research object,which has certain innovation in case analysis;this paper mainly explores the optimization measures of traditional publishing enterprises' media convergence strategy,and its research results have practical significance for guiding practice.However,because of the author's academic level is limited,the analysis needs to be deepened.