Study on Strategy of Integrative Development of Yantai Old and New Media

摘要

As we all know, the recent decade is the golden age of Yantai cultural and creative industries to flourish. Since the booming of Internet in Yantai, the survival and development of local traditional media of Yantai has become a hot topic. And with the development of mobile Internet and the popularization of mobile smart terminal, the transformation of Yantai local traditional media and integrative development of old and new media have aroused more and more concern and attention. However, some of the traditional media are still struggling to seek the direction and path of transformation and integrative development Yantai local traditional media, while some small and medium-sized media that believe the market environment is poor with hopeless transformation have been defeated firstly, parting from the best yet the worst times in the eyes of media people in advance, arousing sighing and sorrow within the industry. Therefore, corresponding strategies for resolving problems exist in integrative development of old and new media in Yantai shall be proposed according to its current situation and dilemma, and the market thinking suitable for that integrative development shall be established to better bring out media products and services with local characteristics of Yantai.