Countermeasures For The Operation And Development Of The Press In Its Convergence With Internet

The media convergence and industry convergence are accelerating with the development of science and technology and the wide application of internet technology and computers. It is an irreversible trend for the paper media like the press to converge with internet. As the earliest medium, the press now suffers from tremendous impact and faces great challenges brought about by the online media; it is also threatened by the continuous loss of audience and advertising prospect, and even in the danger of being replaced by online media. Under such a circumstance, how to translate threats into opportunities, stand up to challenges in the predicament based on its own characteristics and blaze a suitable development path, has become a common issue confronting traditional paper media such as the press. In order to survive the fierce competition in an era of rapid development, the press should seize opportunities, conform to the development of the times and learn from others' strengths to offset their own weaknesses.Media operation and industry development cannot be isolated from the macro-environment. This paper first summarizes the current situation and realistic significance of the convergence of the press with internet according to media convergence and industry convergence theories. Then the changes in the external macro-environment, media industry environment and competition environment of the press and online media are analyzed by using PEST Model and Porter's Five Forces Model. The strengths and weaknesses of the press in the convergence with internet as well as the opportunities and threats encountered in this process are discussed by using SWOT Model. Finally, the countermeasures for the operation and development of the press in its convergence with internet are proposed.The press should conform to media and industry convergence and translate the threats posed by online media into development opportunities while retaining their own advantages and features. Press operators should change their managerial ideas and attach more importance to online input; highlight the characteristics and brands of the press in the convergence with internet; make innovations in profit model and expand the profit space; and break the bottleneck of talents by putting more efforts in the cultivation and incorporation of versatile talents. Only in this way can a win-win and 1+1>2 outcome of convergence for both paper media and online media be achieved, can the demands of audience and market be met in the Internet Era, and can the press remain invincible in the fierce market competition.