A Research On The Interactive Strategy Of Xiaoxiang Morning Herald And Rednet

It is a era under the globe medium and developing of information and technology. The network, as the representative of the new media, spreading way and audience expressed in the huge advantage, is a profound change in the media's internal structive and the general parttern. A reshape media reformation is to begin. Facing the very different environment of media communication, the first-level print publication in Hunan,Xiaoxiang Morning Herald wants to try to keep the continued development situation in front of the brilliant achievement, it must expand its traditional advantages in the new media field,find the new breakthrough and economic growth points. According to the principle of the"Non-zero-sum game theory", there dose exist"game theory"between the newspaper and the new medium, but only through the cooperation and interaction, the chances of creating a liberal development space, realizing "the double wins"are greater. Nowadays ,the technique and conditions served for the interaction of newspaper and new medium are also gradually matured, the interaction between the both sides is feasible.The interaction between the newspapers and nets is product of increasingly fierce media competition, and also is a opportunity for the newspapers to seek new development. Since 2006, Xiaoxiang Morning Herald have vigorously explored and actively promoted the interaction and convergence between the newspaper and Rednet,through implementating cross-media strategy to improve the overall strength of media. Last proved,the strategy of interaction between Xiaoxiang. Morning Herald and Rednet produce huge energy, realize the Strategic meaning of news interact ,resources share and complementary.The change of media structure brought by digital technique is revolutionary. By media convergence,the technique promotes the integration and development of different media,and the significance of promotion is emerging and will leave far-reaching impact.However,the interaction between newspapers and nets is only the start of media convergence strategy,everything is just beginning.Intensing media,unstable advertising market make the transformation of newspaper being the vital needs.And the innovation of media technique provide the possibity of transformation. From a macro point of view ,the interaction strategy between Xiaoxiang Morning Herald and Rednet mainly reflect in linkage development to news resources,co-cultivation of media economic growth points and creation media brand by multidimensional Interaction. In the interaction between Xiaoxiang Morning Herald and Rednet ,we encountered many problem form system,profit model,talents and ideas and other respect,the interaction of them will experience three stage,is"Enclosure stage"—"Product revolutiona stage"—"point setting stage". The interaction,complementary,convergence between the newspapers and nets is a effective way for the Xiaoxiang Morning Herald and Rednet to joint development.