Research On The Development Strategy Of MS Weekly Under The Background Of Financial Media

The emergence of new media based on mobile Internet has changed the traditional point-to-point transmission mode.Information producers and consumers can interact and integrate deeply in mobile internet.The boundary between the two is becoming more and more blurred.Promoted by technology,the diversification and solidification of communication channels have subverted the previous communication pattern centered on newspapers,radio and television,and the public has changed from"reading paper"to"reading screen".Traditional media are facing a crisis.The most representative is that in recent years,a number of metropolitan newspapers have announced the suspension of publication.On the other hand,four years ago,the central government put forward the strategy of integrating media.A group of mainstream media groups actively explored ways to restructure the operation mode,restructure the organizational structure and improve the performance appraisal mechanism.The results showed that the communication,guidance,influence and credibility of mainstream media were also demonstrated on the mobile Internet.The success of mainstream media groups is due to the emphasis on strategy.As a news periodical with the main content of reporting and explaining current affairs news,due to its small volume,strategic adjustment is often not paid enough attention,and it is not panicked until the soldiers are near the city.This paper takes MS Weekly magazine,which belongs to typical news journals,as the research object,combines the new characteristics of the current media industry and the new problems it faces,and tries to use PEST,SWORT analysis method and Porter's Five Forces Model through investigation,interview,induction and deduction.On the premise of fully considering the media attributes,this paper studies the development strategy of MS Weekly under the background of financial media,i.e.SO strategy,by using the enterprise strategic management model,and determines the specific objectives of strategy implementation.In the early stage of the development strategy,we should innovate in upholding the integrity and provide high-quality content for the core target readers,break the current situation of themagazine editorial department and the new media editorial depart.ment,expand the effective distribution,strengthen the overall planning of brand activities,make efforts to build think tanks and livelihood databases,reorganize the institutional mechanism to adapt to the development of financial media;develop the critical period of strategy and adapt to the development of financial media.With the completion of the restructuring of the institutional mechanism,the magazine and new media editorial departments are truly integrated into a large editorial department,which effectively distributes over 2000 counties and districts,doubles the revenue of brand activities,and has a certain influence in gathering the think tanks of authoritative experts in the field of people's livelihood.People's livelihood databases are beginning to take shape on a scale and form corresponding service income.New media explores the business model to form an industrial closed-loop.During the period of strengthening development strategy,news reports and think tanks have great influence in the field of people's livelihood.New media management has achieved steady growth,built a sound livelihood database and formed a business model,and established a moat.The implementation of the strategy can not be separated from the guarantee of incentive mechanism,finance,talent and technology.The paper also makes corresponding analysis.