Research On The Development And Strategies Of Chinese Newspaper Digitization

Since1995, Chinese newspaper digitization has developed nearly ten years. Through the extent of digitizing is deepened gradually, Chinese newspaper digitization still cannot find a clear direction and the effective profit model is still not built up. Especially, in2012, the revenue of advertising and issue of traditional newspaper industry has declined, meeting with another "Waterloo" after the inflection point in2005. It aroused the heated discussion about Chinese newspaper digitization in academia which believes the digital transition is the effective way to get gid of the development dilemma in traditional newspaper industry.Nowadays, Chinese newspaper digitization faces some problems, such as the Profit model is not clear, the mechanism of digital products production has not been formed, products'presentation and marketing platforms scattered, deficiency of digital operating capital and so on. This paper is to illustrate the possible development strategies to Chinese newspaper digitization in order to get rid of the current plight and try to establish the effective profit model.The development of Chinese newspaper digitization is followed with a "stock logic" and the profit model is the extension of the tradition "secondary sales". However, under the challenge of digital media, our newspaper's core assets and core business activities are under threat. In this case, the "stock logic" is not feasible. Newspaper industry require radical changes to reshape the format. For the factors, this chapter discussed with the angles of technology, marketing and policies.Through analyzing the course of Chinese newspaper digitization, the causes of problems and the influencing factors, this chapter believes that content digitization, platform digitization and capitalization are the developed direction of Chinese newspaper digitization. The development strategy of content digitization requires to reproduce the content production process under media Convergence oriented, create content databases and user databases, produce high-quality news content based on digital technology. The development strategy of content digitization can help to built the profit model based on product pyramid, unique product and customer solutions-based methods. In this way, the newspaper industry can obtain revenue from online subscriptions, online advertising and value-added services. Platform digitization is the basis for content digitization and capitalization and is the key to achieve the transformation of Chinese newspaper digitization. It needs to take intensive strategy to integrate platform resource, to apply pull strategy to layout digital platform, to build platform "biosphere" by improving supporting mechanism and to stress the importance of technology in platform digitization. When goes to capitalization, it needs Newspaper Media Group to transform to strategic investors for cultural industries, to attract a wide range of strategic investors through capital operations, to avoid the adverse consequences arising from cultural barriers. The development strategy of capitalization can help to built diversified revenue profit model. Newspaper industry can obtain revenue from investing in new media, financial markets and other industries.