Research On Development Strategy Of Shandong Internet Media Group

In recent years,the development of information technology such as 5G,artificial intelligence and big data have driven the intelligent upgrading of the whole industry,and also profoundly changed the development process and competition situation of the media industry.With media integration as a top-level design included in the national strategy,traditional media have formed new media and embarked on integration and transformation;commercial portals,with strong financial strength,continue to expand their business across the country;central news media like People’s Daily Online and Xinhuanet have also explored new industries and spaces;in addition,there are also emerging media forms such as institutional media and self-media emerging.In the face of the complex and fierce competitive environment,local mainstream media,as the main position of Internet news dissemination,are facing challenges in many aspects such as influence and development power.Shandong Internet Media Group is a media group formally approved by Shandong Provincial Government,with the provincial party media Popular.com as the main body and integrating the new media business of Popular Newspaper Group.As a provincial mainstream media,the Internet media group not only needs to always take the lead of social opinion,maintain the national political,cultural and ideological consciousness security,and actively participate in the construction of long-term social stability,but also bears the operational pressure of its own development and growth,and stable performance growth.This paper takes Shandong Internet media group as the research object,and explores the development path in the context of media integration,which not only responds to the top-level planning of the central government for accelerating the development of new mainstream media,but also provides reference significance to the development of other new media in transition.This paper makes a comprehensive analysis of the macro environment and industry environment facing the development of Internet media groups,summarizes the core competitiveness of the group as well as the problems and deficiencies at the present stage,combines the strategic objectives and mission vision of the group,and makes comprehensive use of various scientific strategic management tools such as internal and external factor evaluation matrix,SWOT analysis,Boston matrix,QSPM matrix,etc.to provide theoretical support for strategic planning.This paper concludes that at this stage,the Group should take advantage of the opportunities supported by central and local policies,seize the opportunity of technological progress to empower the development of the industry,implement an integrated development strategy,promote the deep cultivation and regional synergy of the Group’s branches in the province,promote the development of the Group’s headquarters in key cities outside the province,build a nationwide editorial network and communication system,strengthen the Group’s network group brand and integrated media matrix,and achieve stable business performance Stable growth.The paper proposes the development path of promoting content construction,operation transformation and technology iteration and upgrade with high quality,and finally proposes guarantee measures in terms of corporate culture,human resources,risk control and financial management.