Research On The New Media Transformation Of Chinese Newspaper Industry

The new media transformation of Chinese newspaper industry opened the curtain in the mid-1990's.At that time Chinese traditional newspapers began to explore on the Internet by founding the electronic version of newspapers.It's a survival choice for Chinese newspaper industry because the digital technology has changed the media ecology a lot.The rise of the new media has brought impact to the traditional media.The theory of "Fade of newspapers" was growing shaply on a global scale. In the recent two decades, the same as the European and American newspaper industry, Chinese newspaper industry has been trying to "self-saved". There are a lot of direction and path of newspaper transformation, but one of the most important way is the transition from the traditional newspaper industry into the new media.Chinese newspaper industry has transformed the traditional mode of production, reshaped the old media form, changed the publishing and business model, by not only taking advantage of new media technology, but also interacting and intergrating with the new media. But the severe reality is that the new media transformation of Chinese newspaper industry hasn't been successful until now although it has made many efforts. There's a so-called perception which says "The jounalists will never success in the network exploration". The new media transformation of Chinese newspaper industry is still stay in primary stage. In recent years, as the digital and network technology gradually matures, together with the wide application of new media echnology, the new media is accelerating the development of itself. The pace of the replacement of traditional media is also accelerating. The Chinese newspaper industry is once again facing a "historical turning point".This paper is thus set out to explore the issue of the development prospects of the new media transformation of the Chinese newspaper industry, trying to put forward some countermeasures and suggestions on the basis of previous studies.This article suggests that the new model of new media will replace the old mode of the traditional media industry.So the new media transformation of the traditionl newspaper is not the simple update of the shape of the media and the extension of the media channels, and also not the interaction of the e-newspaper net and media convergence.Only by completly transforming itself into new media and being the operator of information service in the Mega Media, Chinese newspaper industry can defuse the crisis and reactivate. Newspapers should be consistent with the new media thinking and be a member of the new media camp, while according with the management rule of the new media mechanism and innovating the system to dock with the new media market.Mayeb it is the the best way for the traditional print.This paper, including the introduction, is idivided into six charpters:Charpter One is the introduction, containing such contents as the selected title background, the realistic and the theory meaning, some important concepts, the research frame and method, the innovation points, etc.Charpter Two mainly illustrates the basic facts of the rising of new media and the decline of the traditional newspapers. Only through the new media transformation, Chinese newspaper industry can achieve the self-evolution.At the beginning of this charpter, it discusses the situation of Chinese traditional newspapers which are facing the impact of the new media born from the digital technology.Cause of the survival crisis, Chinese newspaper industry should follow the way of the new media transformation which also has had practical reasons.Charpter Three generalizes the basic process of the new media transformationand and describes the status and characteristics of the transformation. The new media transformation of Chinese newspaper industry is mainly divided into four stages:the beginning, the flourishing, the speeding and the comprehensive exploration. The two main characteristics of the present, one is that the transformation has obtained some achievements; the other is that the transformation has entered a crucial upgraded period.Chapter Four summarises the main problems of the new media transformation of Chinese newspaper industry and nalyzes the reasons of these problems. Chinese newspaper industry has been trapped in a mess and is lack of market competitiveness with many big problems in strategic planning, conception and methods, business model, etc. The reasons of the problems not only come from the newspaper industry itself, but also from the changing external system environment.Chapter Five puts forward the future orientation of the new media transformation of Chinese newspaper industry based on the above proposed views. In order to get out of the trouble, the transformation strategies should be upgraded. The parper attempts to launch from four aspects to discuss:the transition of the idea and conception, the adjustment of the strategic positioning,the choice of the paths, and the moderate breakthrough in the system.The last chapter attempts to put forward some concrete transformation strategies. The strategies focus on some key points——content production, operation mode, profit mode.In the end it discusses the copyright issue which is the key problem about the profit model of the new media.