Digital Transformations And Brand Reconstruction Of Southern Metropolis Daily

With the wide spread of digital technology, the world's media environment is undergoing dramatic changes. The new media environment is diverse and complex. The new media such as Internet and mobile phones are leading the new media era. The popularity of new media is gradually changing the way the audience received the information, people read the newspapers of the time traditional gradually reduced, while the characteristics and quality of newspaper readership are changing, too. Traditional media, especially newspapers, is eroding the dominant position, while a variety of new media continue to emerge, and their influences are also growing. With the rapid development of new technologies, new media age has been irresistible to come. In the digital era, digital transformation is become an urgency issue of newspapers facing to, what strategies and measures could making themselves successful maintain their own state thus will not die? This is what this paper intends to research. This article will analyze the current changes in newspaper industry and the reasons for the ecological environment changes and to propose the digital transformation of the press is the only way for future development of media brand, so as to explore the digital transformation may caused a series problems, from the case of Southern Metropolitan Daily, and analyzes three kinds of empirical data, including the phenomenon of newspapers, domestic and international experience of success stories and in-depth interviews. Based on empirical analysis the root cause of the current newspaper market weakness, example as the brand development strategy of Southern metropolis Daily, criticism the theory of "newspaper will die" , pointing out that newspaper have to realize the transformation in the coming digital time. We tried to prove that the digital transformation of the newspaper is the inevitable trend of the brand to maintain vitality.