Strategies Study On Integrated Media Construction Of Dalian News Media Group

With the thriving development of Internet technology,the comprehensive spread of big data,artificial intelligence and 5G business,promoting the deep integration of traditional media and emerging media,strengthening the position in the field of public opinion and maintaining ideological security have become into national strategies.At present,the integration of traditional media in China is in full swing.According to their own situation and characteristics,the traditional media are all exploring the path of survival and development.By analyzing the current situation of media construction of Dalian news media group,this paper put forward some strategies to the construction of Dalian news media group under the background of media integration,combining with some successful cases of traditional media transformation in China.Based on the theories of media management and public management,this paper used literature research,case analysis,comparative study and other methods to sort out and interpret many domestic and foreign financial media researches,especially paying attention to the domestic researches related to process reengineering,organizational reform and industrial development.Then,this paper analyzed the necessity and inevitability of the integrated media construction of Dalian news media group in terms of the evolution of audience,the pressure of market,the changes of history and the driving force of integration under the foundation that the media integration has already been the national will.On the basis of scanning the group from all lenses,this paper analyzed the internal causes of development block from the perspectives of path dependence on content management,management shorts of human resources,underpowered leading of technology and narrow sense of interest creating.The reasons are as followed: failure to comply with the government communication mechanism revolution to realize public communication management mode innovation,failure to set up the system of talents cultivation and introduction,technology lag caused by insufficient government input,weak initiative in market expansion.Drawing the inspiration from the specific cases analysis of the central and local media,this paper put forward four strategies on the integrated media construction of Dalian news media group: making good governance as the service orientation to realize the process reengineering,breaking down bureaucracy and departmental barriers to build a talent highland,relying on government resources to seize the tendency of 5G to strengthen the technical follow-up of government policy objectives,breaking single advertising revenue model to corporate financial and capital utilization widely,expanding the ways of making profits by the interaction with government and developing diversified patterns of intellectual and financial integration.