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Analysis of the Path for China Newspaper Industry to Achieve Cross-media Operation

Author: WanMin
Tutor: ZhangJinTong
School: Hebei University of Economics
Course: Journalism
Keywords: Cross-media operations Newspaper Group Media
CLC: G206-F
Type: Master's thesis
Year: 2011
Downloads: 114
Quote: 0
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Abstract


In this era of rapid development of information technology, new means of communication to a huge impact on the pattern of the media industry, the living space of the newspaper industry has been squeezed almost faced the possibility of being marginalized, seeking survival through cross-media business Road become the focus of attention of the media industry. The cross-media business is an inevitable choice for the development of the media market to a certain stage. In the context of the newspaper reform, the newspaper in our country must change the kind of administrative command-style traditional mode of running a newspaper, from internal to external, from \Only in this way, the press in order to survive in the fierce competition. Newspaper cross-media business background analysis, mainly from the internal environment and external environment of cross-media business analysis. The media industry has a strong sensitivity to changes in the environment, closely linked with the economic, political and cultural development. Therefore, study of the development of the media industry, can not be separated from the relational point of view of the media industry to China. Judging from the newspaper's own development background, cross-media operations for which he seeks survival opponents. In addition, from the policy level and economic dimensions of in-depth analysis is also a way to a better understanding of cross-media operating status. Newspaper cross-media operating status, including the status of foreign cross-media analysis and the domestic status quo of cross-media analysis. Foreign cross-media business development mainly through the single media group, cross-media and industry group, multinational group of three stages. Domestic cross-media business is in a forward from the second to the third stage. In addition, different strategies depending on the type of cross-media business by, respectively, an example analysis shows that Shanghai First Financial, Beijing Youth Daily Newspaper Group, Foshan development. Newspaper cross-media operations problem analysis, the pointed the Newspaper cross-media operations include: administrative intervention in color blooming compound talents lack of technical development is limited, media culture is not uniform, the lack of the main industry, the absence of regulation. Finally, the operation of cross-media path analysis and propose solutions to the problems of the previous section strategy: to improve policies and laws and regulations; cultivating talent; accelerate the reform of media technology; the unified media culture; carry out diversification around the main business; establish and improve the supervision institutional. Face of crisis, we should take the initiative to go digging to explore new space and the way to solve the problems that have arisen in the course of cross-media operations, so that the newspaper industry to regain favor.

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