Research On Innovation In Information Integration Services Of Newspaper Group In Digital Age

CTR, a research institute, released the latest data of advertising cost in China, showing that the advertising growth rate of traditional media in China was only4.5%in2012, a new low within five years. Among these media, newspaper had a growth rate of-7.5%, making it the only one with a negative growth rate. It may be too early to pronounce newspaper dead, but the haunting slowdown of growth definitely forebodes a bottleneck period of newspaper groups and a self-rescue period for its new development as there is still time for seeking new development opportunities before an overwhelming setback. Newspaper groups has received numerous signals for its transformation, such as, loss of core readers, loss of segmented market, obscured border of traditional business and appearance of new information terminals. Now, newspaper groups is presented with a great opportunity for its further development thanks to the rapid development of new media technology and digital technology, so its digitalization has been commonly agreed in the industry and academie. With regard to how realize the digitalization of newspaper groups, a lot of beneficial explorations have been made in the industry, no matter whether they brought success or turn out into a failure. Based on the fact of newspaper groups's transformation from preliminary digitalization to extensive development, learning from the innovation model, and with the methods of literature research, case analysis, questionnaire survey, this paper focuses on the selection, implementation and capturing of innovations in newspaper groups. It indicates that the opportunity for the innovation should be found in the process of the digitalization in newspaper groups. The selection of innovation is taking information integration services as its core business. The implementation of innovations is integration services, consisting of strategic integration, technology innovation, knowledge integration and organizational integration. Finally, it makes the capturing of innovations by locking users. On the basis of integration innovation method, expert evaluation and analytic hierarchy process, this paper construct an evaluation indicators system for newspaper industry's capability of integration innovation in information integration services. This research makes innovations in the theory perspective of the digitalization of newspaper. It also expands the horizons in research of the information service innovation and the integration innovations. It wil provide theoretical references for the subsequent research. Meanwhile, the research has important guiding significance for the digitalization of newspaper groups and the practice of media innovation.