Research on the development of information industry in the context of media self integration and its integration innovation

Throughout the forty years of upgrading the information industry, innovation has been the main theme, and every innovation in the context of media convergence will bring far-reaching impact to the development of the information industry. This paper defines two different media integration contexts: self-integration and other integration, and analyzes two major trends in the upgrading of the information and information industry in this context of innovation: from information distribution to content integration, and the value chain closure brought by supply-side adjustment. Finally, using Porter's five forces analysis model, the competition among suppliers, buyers, other enterprises of substitutes, potential new entrants and sellers in this innovation context is analyzed, and the future development of the information and information industry is proposed.