The advantages of enterprises in market competition can be endogenous ability and resources,or exogenous external environment, which together constitute the lasting vitality of enterprisesystematization. For the media, its competitive advantage can be divided into three aspects: industrialenvironment, strategic resources and continuous innovation, among which continuous innovation isthe key factor to maintain competitiveness. As a mainstream media, Pengpai News has taken the leadin the transformation of integrated media. In the past nine years, it has adhered to the tone of “contentfirst” and actively explored various innovations in content, form, channel and operation with its ownresources as a wedge. Guided by the theory of sustainable competitive advantage, this paper considersthe surging media integration from the perspective of academic rationality, and analyzes its integrationcompetitive advantage from two aspects of internal practice and external industry, in order to clarifythe development ideas for the future direction of media integration.