Chinese Periodical’s Development Research In The Background Of Three Network Mergence

Three network mergence concept was put forward in1998.The policy came on in2010. It proposed the telecommunication network、broadcasting network and Internet developed in integration. And then to the list of pilot city was announced and promoted, radio and television went to two-way into the pilot. Three network mergence, originated from the fast development of information technology industry, make this influence spread to many industries, also to media Industry.Chinese periodical industry is the representative of the traditional media, together with newspapers, radio and television as "four carts". As a new generation of Chinese publication, Chinese periodical plays an important role to promote media and social development, and it’s an important part for studying the traditional media. Now in the new stage of network mergence, Chinese traditional media especially the periodical how to deal with its development, is the main focus of this article.In this paper, I take Chinese periodical as a key object, and analyze objectively the status and role of traditional in society today, together with the existing problems of the Chinese periodical. By analyzing the new changes in technical which three network mergence faces:The extension of transmission channels、the formation of the multimedia business model、the integration of the market main body and the business、the extension of industrial chain and the fusion of terminal. Base on this background, I analyze Chinese periodical’s development new changes, point out the main development problem that Chinese periodical facing in three network mergence and offer counter measure proposals:realizing cross-region and cross media development the accurate positioning of the audience、converting format design thinking. Exploring how to cooperate with each layer of other industry chain in the marketing promotion, putting a comprehensive marketing strategy into practice, creating unique brand attraction, trying to clearing up doubts in practice.