Study On The Newspaper Industry Competitive Power Under Medium Convergence

The emergence of new media to press us with unprecedented challenges, but also the important occasion. A newspaper in order to promote the sustainable development of the digital age,"media convergence"has become an important newspaper strategy and direction of transition. In this paper, analysis of the competitiveness of the newspaper industry trend of convergence in the media under the influence of start before and after the integration of media elements of the newspaper industry the development of the competitiveness of the characteristics of the analysis; in the media based on the integration trend of competitive newspaper industry the composition of elements , and described the trend of media convergence of the newspaper industry competitiveness strategy for cultivating and nurturing way.Scholars on the current situation, most scholars focus on the study of media has its own unique resources and capabilities, not a good competitive theory applied to the Newspaper Group of the actual operation. This article from the press to consider the external environment, the view that the newspaper industry competitiveness are not elements of the establishment of a fixed, but the need for integration in the context of the impact of factors considered together.This article is divided into five chapters, the first chapter for the introduction, through the collection of a large number of references, although the importance that domestic and foreign scholar on the press but the competitiveness of the trend of fusion research is not very good. Chapter on the wave of new media on the press to carry out effectively the influencing factors of the analysis and decomposition, and thus sort out environmental factors, resource factors, and the capacity factor is the impact on the competitiveness of the constituent elements of the press the main reason. Then in the third chapter of the media before and after integration of the constituent elements of the competitiveness of the newspaper industry had more or less sort of media convergence trend of competitive newspaper industry to identify the constituent elements, at this stage, the press constitutes a competitive market capacity, ability to integrate resources knowledge capacity. Chapter IV, the fifth chapter in the context of the newspaper industry in the integration of the constituent elements of the competitiveness of cultivation was carried out systematic way to foster the development and training strategy. Build capacity for the market to focus on brand and credibility, open up diversified channels and profit model; resources to cultivate the ability to integrate content from the form of integration with the external environment combining form, content industries in forging its own value chain; and knowledge the ability to build the competitiveness of the core of the learning organization by building and talent development training to proceed.In this paper, a theoretical level from the earlier proposed to the integration of the development of mass media on the press the new changes in the competitiveness of the impact of the theme of the study, combined with domestic and international experience in the integration trend of the media press the competitiveness of the difficulties, such as ways to cultivate and nurture strategy analysis and recommendations put forward in the application of some of the corresponding level of a better operational response, the application of a certain value.