Research On Industry Transformation And Innovation Of Chinese Newspaper Industry

This paper applies the declining industry theory, industry transformation theory and industry innovation theory to construct the theoretical frame for analyzing the newspaper industry transformation in China.The reconstruction of the industry structure is the core of the industry transformation.The industry transformation includes three aspects:industry structure transformation, industry organization transformation and corporation transformation.And the digital newspaper industry is the main aim of the newspaper industry transformation.The main research question is how the newspaper industry accomplish its industry transformation.The specific questions includes that how to take a scientific approach to the status of the newspaper industry, and which way will newspaper industry be transformed into, and how make the transformation come true, what will be the industry structure,market structure and organization structure when the industry has achieved the transformation.These questions are connected each other.Based on the theory of declining industry, industry structure, industry organization and industry innovation,this paper probe into these issues.At first we should take a scientific approach to the status of the newspaper industry.The paper try using the theory of declining industries to analyze it. According to six empirical propositions and the characters of the newspaper industry, we bring up the empirical index system to judge the development phase of newspaper industry.The main index includs increasing rate of ad revenue, proportion of newspaper industry ad revenue in the four media ad revenue,the contrast of increasing rate between newspaper industry ad revenue and GDP, the increasing rate of newspaper number, increasing rate of newspaper circulation.And the secondary index includs the increasing rate of stock prices of newspaper companies,the number of newspapers going to bankruptcy.After analyzing the data,we come to the conclusions that traditional newspaper industry has declined.When we has confirmed that the traditional newspaper industry is a declining industry by empirical analysis, then we elaborate the declining process from four aspects which are needs,supply,technology and policy.Because the declining industry will do harm to the society,so we have to make it transform as soon as possible.The industry transformation is a complicated system which mainly includes three aspects.Firstly,it is the industry structure transformation which aims to be high-level and rational;secondly,it is the industry organization transformation which aims to be more concentrated and to have better performance;thirdly,it is corporation transformation which aims to be adjusted to suit the digital age.In a word,the main object of newspaper industry transformation is that the tranditional newspaper industry transit into digital newspaper industry. The digital newspaper industry is an essential change from traditional newspaper industy,which is a strategical transformation.The essence of digital newspaper industry is digital content industy. The process of transformation progress slowly, so the traditional newspaper industry and digital newspaper industry will coexiste for a long time period.The industry innovation is the core drive of industry transformation,and the industry transformation carrys out mainly relying on industry innovation.The instituion innovation,technology innovation,market innovation,product innovation,channel innovation,operation flow innovation, business model innovation and human resource innovation are the concret methods to achieve the newspaer industry transformation.We will establish multimedia digital technology platform as technology innovation.And newspaper web,mobile newspaper,electronic newspaper and outdoor electronic screen are the products innovation.The position of newspaper website is the comprehensive information service platform;the position of mobile newspaper is value-added service platform; the position of electronic newspaper is the main reading terminal for the elite readers; the position of outdoor electronic screen is secondary value-added service platform.Saying goodbye to the traditional operation flows which are independent from each newspaper of the same newspaper group,the new operation flows will integrate the different media’s flows into a united flow,which will optimaize all resources of the newspaper group.Meanwhile,the traditional newspaper should also carry out innovation to drive the industry transformation.It should focus on the position of guiding the public opinion,which means it should exert great efforts to improve the explanatory reports and commentary.And the free newspaper will be more popular.Based on the investigation before, we prospect what will the newspaper industry be about 10 years later. Firstly,we should point out that the future newspaper industry belongs to the megamedia industry,which is a new industry form and can be understood as advanced information industry.In this new industry,the core competence of the traditional media conglomerates is to supply and integrate content,and they don’t have advantage over the fields of transformation,operate system,terminal,etc.The most important core competence advantage of newspaper industry,in the end, lies in the high quality and high efficiency of written language.In the future, the concentration level of market structure in newspaper industry will raise,and the market power of the leading newspaper conglomerates will enhance.The products differentiability becomes more important,and it’s more difficlut to be different.Higher will be the brand barrier,but lower will be the rest market barrier.There will be a climax of M-A,and the respectable newspaper groups will be the most hot targets.At the meantime,the organization structure of the newspaper groups will change to be adapted to media convergence.There will be less middle-level management organization,the organization structure will be more flat,which can reduce the operating cost.At last,we have summed up several paradigms of the organization structure in the future newspaper groups.Finally, this research believes that based on its influence and brand,the newspaper industry should exceed the role of content provider,but creats an omnibearing service model of integrating various social resources.