| In the Internet era, the convergence development of traditional newspaper and new media has become a trend, and gradually one of the hot spots among practitioners and scholars of journalism and communication. At the academic level, domestic researches on the convergence development of Chinese traditional newspaper mostly focus on the interpretation and discussion of Western media convergence theories and experiences. Due to the huge differences in economic development and cultural backgrounds between China and the West, whether the western media convergence theories are applicable to Chinese media organizations should be further validated and explored. At the practical level, the practice of the convergence development of the traditional newspaper and new media is booming, but there is no unified theory or mature model available for it. In a sense, the convergence development of Chinese traditional newspaper and new media is currently faced with two problems:"lack of theoretical guidance" and"lack of practical path". In order to change this situation, it is necessary to build and cultivate the core competitiveness of Chinese traditional newspaper industry through convergence development.The object of this study is Provincial Party Newspaper Group --a specific category of media organization. The author adopts literature research, case study, interview and etc. as his research methods, with the core competitiveness theory as the research foundation and convergence development as the starting point of the research. The author believes that for the provincial Party Newspaper Group, convergence development is the measure, fission is the path, and building and cultivating the core competitiveness is the final goal.In this paper, the author first explains the research background, purpose and significance of the study, then carries on with literature review, proposes research ideas and framework, identifies research methods, and finally elaborates the innovative and difficult points of the research. The paper provides us with a picture of the initial state, the developing process, and the current situation of the convergence development of the Provincial Party Newspaper Group. And the paper constructs a combination analysis model for the convergence development of Provincial Party Newspaper Group from the perspective of strategic convergence. The model, which includes the PEST analysis of external environment, five competitive forces mode of external industrial environment, core elements analysis of internal environment,and SWOT analysis of the convergence development, plays a significant role in influencing and restricting the convergence development of Provincial Party Newspaper Group. The author emphasizes that the core competitiveness of the convergence development of Provincial Party Newspaper Group includes cultural competitiveness and economic competitiveness, and consists of the following six elements:core personnel, organizational structure, production capacity, distribution channels, marketing, and corporate culture. The ecological circle of media convergence embedded with the above six elements can be created with the optimal allocation of information, human resources, financial resources, and material and technological resources.In this study, the author conducts on-line and face-to-face interviews with 30 news practitioners and scholars of journalism and communication. The 15 scholars are teachers of journalism and communication from 14 universities in 9 nine provinces, while the rest includes 15 journalists from Hubei Daily Media Group and 1 from Henan Daily Newspaper Group. Common cognition is considered an important factor in collecting respondents, thus to validate the author's point of view.Based on some cases of Provincial Party Newspaper Group, together with the consensus of the respondents, the author examines the reality plight of the convergence development of Provincial Party Newspaper Groupfrom two perspectives:one is the external macro environment and core factors, and the other is the external industry environment and the core elements. The plight may include:industry barriers in systems and control in core personnel cultivation; technological barriers and smooth-less convergence circulation channel; pressure of alternative products and lack of Internet thinking; consumer orientation and lack of convergent-news production capacity; and finally pressure of advertisers and marketing and single profit pattern.The author emphasizes that the convergence development of Provincial Party Newspaper Group should be carried out with the help of four forces:Party committee and the government, Provincial Party Newspaper Group, news practitioners, and media technological innovation department or related companies, thus maintaining the dynamic balance and interaction, and forming a cohesive force. The convergence development should be conducted closely around the "double force" (cultural competitiveness and economic competitiveness), with the aim of building and cultivating the core competitiveness. The author works out four breakthrough paths in the light of the existing problems. These paths are:first, the necessity of the regulation and system reform at the macro level for the party and government; second, the necessity of human resource management reform, of the boosting of convergence with enterprises'transformation, of the cultivation of enterprise convergence culture, of the exploring of various profit patterns, of the content production integration, and of the building of open technology platform at the medium level of for newspaper organizations; third, the necessity of the strengthening of Internet thinking at the micro level for journalists; fourth, the necessity of the technology-sharing, cooperation and win-win at the micro level for media technological innovation department or related companies.The author discusses the breakthrough paths in the order of case presentation, interview consensus, and theoretical interpretation. The paper explains"what can be done","what should be done","what should be let go of'for the Party committee and the government; "what can be done","what should be done" and"what should be strengthened"for newspaper organizations; "what should news practitioners do" for news practitioners; and "what can be done" for media technological innovation department or related companies.Based on the evaluation index system, author of 13 journalism and communication scholars and Hubei Daily Media Group 17 journalists were questionnaire, to the provincial Party newspaper group fusion development effect evaluation, derive the data analysis result is worth the provincial Party newspaper group fusion fission development focus.The author, by referring to the case of the convergence development of Hubei Daily Media Group and employing interviews, conducts a comprehensive analysis of the reality plight of the convergence development of the Group and a theoretical exploration of the paths. The reality plight consists in the following aspects:the institutional difficulties; content production difficulties; technology research and development difficulties; and profit model difficulties, which conforms to the common characteristics of the reality plight of the convergence development Provincial Party Newspaper Group. After case studies of the fission paths of the convergence development of Hubei Daily Media Group, the author believes that Hubei Daily achieved fission through the strengthening of news production, Chutian Metropolis Daily by downsizing and organizational restructuring, and network media through the broadening of distribution channels. Based on the above case studies, the author proposes universal paths for building and cultivating the core competitiveness:content production and process re-constructuring; platform convergence and integrated application; personnel management and a combination of inflexibility and flexibility; technical support and upgrading and expanding; business model and multiple border-crossing. The author pointed out that the fission characteristics of the convergence development of this group are consistent with those of Provincial Party Newspaper Group:to cultivate cultural productivity and economic productivity.Whether the conclusions derived in this paper can be applied to all Provincial Party Newspaper Groups still need further practical validation. The use of interviews and questionnaires should be intensified and more Provincial Party Newspaper Groups should be included for comparative studies and case studies in the following expanded studies. |
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