随着互联网时代的快速发展,传统媒体受到来自新兴媒体的冲击越来越大,如何发挥优势、整合资源、做大做强,成为传统媒体必须面对的课题。媒体融合的本质是媒体一切的生产行为与受众的需求进行融合,受众需求是媒体融合的落脚点。面对新媒体大潮,长兴传媒集团转变传播理念,优化资源配置,融合各类媒体的生产行为,推动集团化全媒体运营并在传统媒体与新兴媒体融合发展方面进行了积极探索。 With the rapid development of the Internet era, the traditional media has been hit harder by emerging media. How to play its advantages, integrate resources and make it bigger and stronger has become a subject that traditional media must face. The essence of media convergence is the fusion of all media production activities and the needs of the audience. Audience demand is the foothold of media convergence. Faced with the tide of new media, Changxing Media Group changed its concept of communication, optimized the allocation of resources, integrated the production behaviors of various media, promoted the operation of group-wide media and actively explored the integration of traditional media and emerging media.