Research On The Transformation Of Commercial Mode In Newspaper Industry Under Digital Background

This paper studied the business model transformation of the newspaper industry in the digital age. Internet as a media based on digital technology has great and unique advantages in news communication, and posed a serious challenge to traditional media, especially in the commercial level. Newspaper industry has encountered realistic crisis firstly on the rapid loss of both readers and advertisement. The mode of secondary sale is facing a era bottleneck. Under this background, the study of newspaper industry’s business model transformation has become a hot research topic of the time.This change brought by digital technology is worldwide, though there might be many differences due to each country’s historical and cultural traditions, social and political systems and economic development levels. But with the further deepening of information revolution, newspaper industry as a whole will inevitably face the digitalize transformation, which will become the key opportunity for its survival and means great significance.Based on the research of domestic and foreign newspaper transformation practices and theoretical results, the study tries to figure out the logic laws and intrinsic motivations of digital media development in the internet economy, so to have a systematically research. So this paper summarized the characteristics of the internet economy systems and the mechanisms of business model. Digital technology has build a brand new macro information industry environment and generated many enterprises with breakthrough innovative features in its short development history. Only to summary and research the history, can we further explain the media industry which is developing in it. After classifying and sorting various kinds of media innovation in digital age, including hardware terminals and digital products, this paper finds some indicators to describe and classify them, and then analyzes the key impact factors of digital technology on the business model transformation, to find an effective way for it. Unlike the west media companies, Chinese newspaper industry always have multi-dimensional properties, hence have its unique transformation history and trends.