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Study on the transformation strategy of newspaper media digital background

Author: OuYingNan
Tutor: DengXiangChao
School: Shandong Normal University
Course: Communication
Keywords: all- media predicament transformative strategy
CLC: G206
Type: Master's thesis
Year: 2012
Downloads: 625
Quote: 3
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Abstract


With the appearance of the network media and the other new medias ,the traditionalnewspaper faces great rush,for example the decline of newspaper circulation,the reduction ofadvertising revenue and the loss of a large number of readers. The traditional newspaper industryenters winter. In order to respond to the crisis with the digital industry,the newspaper industry inour country begins to seek the digital transitive path strategy." All- media" is a concept of China, and is consistent to the cross media practice offoreign media.The all-media of newspaper industry is a product of media convergence and themedium technology developing to a certain stage.In our country,the transition of the all-media ofnewspaper industry has gradually entered people’s field of vision and greatly promoted thedigital upgrade of newspaper industry through the building of content,channels and otheraspects.Thus the development of the all-media of newspaper still faces many problems, it stillneeds the newspaper industry to explore an effective transformative strategy constantly.This paper analyze the transformative strategy of the all-media of newspaper mainly fromthe following three aspectsFirst,the paper summarize the concept of "all-media" and put forward my ownunderstanding of "all-media".And then,analyze the agents of the transformation of newspaperincluding the technical, economical, political and cultural reasons and the environment of thetraditional newspaper industry under the digital background through citing Michael Potter’s "five factors" of internal competition of industry.Under the digital background,the transformationof newspaper is an inevitable choice to the upgrade of newspaper .Second,this paper analyzes the general strategy of the all-media transformation ofnewspaper,including the strategy of content,brand,channel and the construction ofdatabase.Content strategy, the newspaper industry tends to develop competitive and influencingcontent under the guidance of the news idea of all-media and focus on the cultivation oftalent.Brand communicative strategy,extend the brand influence of traditional newspaper to thenew field or create influential all-media brand through accurate position of brand. At the sametime, pay attention to strengthen the consciousness of brand marketing. Channel developmentstrategy,establish diversified communicative channels and the structure of the all-media industry through the development of the fusion of the newspaper and network,mobile phoneservices ,micro-blog news.Data base marketing strategy,the data base is very important and itrealizes accurate marketing as well as the second marketing through the building of the data basebased on contents and customer relationship.Third,this paper puts forward some strategies on the basis of the above-mentionedproblems.The first one is to make in-depth reform ,breed new-style marketable subject and breakthe barriers in the industry to realize the information resources sharing and to make someindustrial policies to promote the industrial convergence between different medias.The secondone is to produce high-quality news product and to persist in an image of mainstreammedia.Credibility is the most effective factor for the newspaper industry in the media era.In theprocess of the development of all-media ,the newspaper industry must hold mainstream publicopinion position and produce personalized,characteristical and high-quality news and attachimportance to the combination of technology and quality in the development of the videocontent.The third one is to extend the valuable chains of all-media and to reconstruct new profitmodels and pay attention to the brand communication strategy and database marketing strategy.

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