| With the continuous upgrading of information technology,the development of media convergence has become a general trend.Paper media have encountered unprecedented challenges,with serious loss of audiences,shrinking advertising revenue,and even some traditional paper media have been eliminated by the market.Under the role of information technology,the traditional media formats have undergone profound changes,and media convergence has become an inevitable development.CC New Media Group is a comprehensive cultural enterprise group.After years of development,the scale of the group has been continuously expanded.However,in the investigation,it is found that there are gaps in its strategic positioning and layout,and insufficient strategic guarantee,which have affected the effective transformation and upgrading of the group.The Group should be fully aware of the changes in the current internal and external environment and pay attention to the development of media convergence,so the Group also needs to further optimize its development strategy in this respect.On the basis of reading the relevant literature at home and abroad,this paper defines the concept of media convergence and development strategy,and puts forward the theory of media convergence,enterprise strategy management process and analysis tools,which lays a foundation for the research of this paper.Then,the external environment and internal environment of CC New Media Group are analyzed.Through the analysis,it can be seen that CC New Media Group has both advantages and opportunities as well as disadvantages and threats.The advantages include communication,platform,qualification,system and mechanism,government resources and location strategy;the disadvantages include weak market competitiveness,weak hematopoietic ability,weak technological innovation ability,weak new media and attractive professional talents;national policies,social development on industry,mobile information,new market demand and increasing entry threshold of news gathering and editing business;industry competition among traditional media enterprises,great impact of content distributors and non-news organizations.Combined with the strategic development goals of CC New Media Group,we develop a combination strategy with diversification strategy,differentiation strategy and innovation-driven strategy being implemented simultaneously.Therefore,CC New Media Group can implement the development strategy from three ways: good content construction,improving the level of technological innovation and exploring new markets through business transformation.In order to ensure the smooth implementation of the formulated strategy,CC New Media Group still needs to guarantee from three aspects:strengthening management and supervision,improving various supporting systems and strengthening the construction of corporate culture. |
