Research on science and technology communication strategies of county-level integrated media centers

County-level integrated media center is an important part of China's new media layout, playing the role of the "last mile" of information transmission and serving as important tools and channels for grassroots media science communication. In order to further enhance science and technology communication capability of county-level integrated media centers, the paper selected the representative Haidian district integrated media center as the research object and analyzed its science and technology communication strategy by case study. Research showed that Haidian district integrated media center could innovate its working mechanism and established a "1+N" organizational system, fully utilized regional characteristics to build core competitiveness in content and a three-dimensional science and technology communication network based on changes in the media ecosystem, also paid attention to audience needs to achieve new communication of "customized menu style". The communication strategies provides certain insights and references for the development of science and technology communication work in current county-level integrated media centers. For instance, county-level integrated media centers can promote systematic reforms, tap into resources, and improve the grassroots science popularization service system; break through thinking limitations, expand the content dimensions of science and technology communication; establish a multi-dimensional and three-dimensional science and technology communication matrix by paralleling their own platforms with commercial platforms; and focus on user thinking, user needs and user experiences.