The Research Of The Diversification Of Media Listed Companies

China is one of the countries with the longest history of cultural development, and has always attached great importance to the development of culture. With a good rapid development of China, culture is becoming more and more prominent, is not only an important element to enhance a country's comprehensive national strength and competitiveness, but also the people's spiritual and cultural and spiritual connotation reflects the profound. The prosperity and development of culture cannot be separated from the development of cultural industry. The media industry is an important carrier of the prosperity and development of China's cultural industry, is an important medium to meet the needs of the masses of the people's culture, is an important direction of China's economic and social development. As an important strategic industry, the media industry is of great significance in promoting China's economic and social development, building a cultural power and enhancing the comprehensive national strength.The cultural industry to make snap reform, not only many propaganda media enterprises, but also made extensive advertising business. Especially since the beginning of twenty-first Century, with the rapid development of information technology, the Internet and finance, the media industry has led to a new development opportunities. A considerable part of the media enterprises to mixed operation from separate operation, not only the management of newspapers, books, films and audiovisual products, but also involved in many industries, real estate finance, Internet, media companies embarked on a diversified development path. It is because of the need of the current operating environment that the media enterprise carries on the diversification management. The single operation mode has been difficult to guarantee the people's increasing cultural needs. On the other hand, it is to conform to the requirements of the media enterprise competition situation, it is difficult to guarantee the effective competitiveness of media enterprises in the market. At present, China's economy is facing greater downward pressure, a further slowdown in economic growth, the media industry needs more diversification, especially in recent years, both domestic or abroad, the media industry in the choice of business diversification showed a strong determination.This paper mainly selected the Changjiang media group as examples, the research of diversification of the Changjiang media group, according to the background, theoretical basis, diversified development strategy, diversified business expansion, diversification analysis and experience reference of logical order to study and explore the chapters. Study shows that the Changjiang media group diversification success mainly lies in the following 3 aspects: first, through a series of policies and measures on the development planning of the cultural industry, the media listed companies diversified development provides a favorable policy opportunity. Second, the Changjiang media group in the process of diversification to expand financing channels, optimize the capital structure, and constantly expand the scale, through continuous development and have a strong profitability and growth ability. Third, the Changjiang media group fully use the scientific management concept, innovative profit model, to the related diversified business based, integrated management model to achieve the coordinated development of diversified business.In the research process, this paper has carried on the innovation. But by the rapid development of information technology, big data and cloud computing, business environment of media companies will change, need to try all kinds of business, continue to explore the cultural needs of people, and provide perfect new cultural services, through restructuring and development, to enhance their competitiveness. As China's Hubei region's largest media listed companies, the Changjiang media group in the domestic media listed companies with its comprehensive efficiency indicators among the forefront of China's entire cultural media industry has an important influence. With the development of the Changjiang media group as the focus of the media, a comprehensive analysis of the successful experience of business diversification, is conducive to the optimization of its own development strategy, for other growth media companies to provide rapid and healthy development experience, conducive to promoting innovation and reform of the cultural system, to promote the rapid development of the media industry, promoting the open development of the media industry, promote me Chinese cultural soft power.