| In recent years, the strong challenges brought by the new media are the most popular topics in Chinese traditional media industry. Under this background, it has great significance for discussing the development model of traditional and professional print media in digital age.As one professional weekly, S Real Estate News was established in Jan 2001, which belongs to J Newspaper Group. Since its founding, it develops steadily. It always insists on being specificity, specialization, well and strong. Now it has been formed the core competitiveness by the main elements of the second-hand housing information. But with the deepening of the market, since 2006, its key indicators, such as publication scale, circulation, advertising revenue and profit have been declining. Especially, with the development of the electronic information technology, new media driven by new technologies would cause a certain impact on it. So it will face unprecedented difficulties in its development.As the research object of S Real Estate News, this paper is composed of the analysis of its internal and external environment, its news editing mode, its business management and its business model. It not only conducts a study on the relationship between its competitors and its current status by the use of the SWOT matrix, PEST model, and Michael Porter's Five Forces Model, but also forms the analysis of the problems and reasons for its existing model and its future direction. And then, it makes the appropriate recommendations for S Real Estate News's development model in digital age finally.This study comes from actual cases. For S Real Estate News, news is the basis, the depth coverage of news is the advantage, but the spread mode of news is much more important. If it wants to be developed in digital age, it should not only enhance the utilization of original content, enhance the concept of'media contents'to'media products', but also integrate the digital ideas of'big media' and'comprehensive media'into the overall strategy development. So that it could be changed from traditional paper media marketing to content marketing and service marketing completely, establish its core values, growth point, and location. Then it could re-layout its model of editors, management and business in accordance with the requirements of digital reform. This analysis may have some reference for many professional weekly on strategic management, core competitiveness and customer loyalty in the process of digital reform. |
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