Research On The Transformation And Development Of J Newspaper In The New Media Environment

Newspapers are one of the earliest medium of human society,have a very long history,and made an indelible contribution to the development of human civilization.Prior to the 21st century,the newspaper has a high status in people's daily lives and,was the main channel of access to information,broadly welcomed and highly regarded by society.But with modem wide rise of new media,the newspaper's position is increasingly threatened;the newspaper industry also faces increasingly tough challenges.In the new media age,newspapers must explore their own development strategies,such as making full use of new media as a new communication channel,extending tentacles,learning from each other and finding new channels for business development.Study on the development of newspaper industry in the era of new media are mostly from the perspective of journalism analysis and discussion,but the newspaper is not just news sources and exchange platform,it is actually a product;and the newspaper as a media presence was actually exists as an enterprise.Enterprise strategy,business management and marketing considerations in terms of newspaper restructuring and development seem to be more meaningful.This paper takes J News as a case,analyzed the once dominated newspapers in Nanjing,under the circumstances of macroeconomic downturn and new media offensive,how to find out problems,analyze problems and finally try to solve the problems in the transformation and optimization road.Based on the above,guided by strategic management theory,this paper firstly introduces J news'basic conditions and operating status in the new media environment,then uses PEST,SWOT,Five Force Model,and Boston Matrix to objectively analyze macro external environment,competition opponents basic information,industry development situation,J News' internal environment and so on.Then with the help of six big modules of human resources management,J News' problems in transformation development and marketing strategy,contains personnel crisis,and content crisis,and system crisis are found out.Then this paper gives some optimization recommends.Firstly,market positioning should be set.J News' market operation must to be concentrated and professional,and the old readers' market and community issue is the main direction.Secondly from strategy development angle,J News should take differentiation strategy to attract readers and multiplex management to increase income.As for the new products development,J News should full using new media technology and platform.Lastly,this paper raises several effective implementations in distribution channel,advertising business,newspaper content,new media attempts and team-building.