Abstract:

This paper introduces the status quo of China’s media convergence in 2014 from multiple angles and dimensions，and then points out that media convergence is both the inherent demand of publishing enterprises’transformation and the external opportunities of the publishing industry’s upgrading.However，only with the support and guide from the government and its policies，it would be possible to utilize both inside and outside resources to achieve publishing transformation and upgrade，to complete media convergence，to foster diverse， advanced and competitive new main-stream media，to build several powerful players with strength，trust-worthiness and great influences， and eventually to establish a diverse， integrated modern communication system.