A Study On The Strategic Transformation Of Yunnan Newspaper Industry Under The Background Of Media Convergence

With the rapid development of Internet technology, the traditional newspaper industry has been a huge hit. Readers turn to Weibo, Wechat, News Client, including a number of new media platforms to attract, which also resulted in a substantial decline in newspaper circulation encountered, advertising revenues shrinking, the reality of living space squeezed predicament. In this context, domestic and foreign newspapers who have self-help type explore strategic transformation, hoping to reform through the media or the path to full integration of media transition, get through this newspaper winter and usher in a new life.Newspaper articles from the Yunnan market starting this small incision through the development process and the current situation on the domestic and foreign media convergence overview and combing, summarized some can learn from the experience, case studies and models, and analyze the impact of new media under the leading newspaper in Yunnan predicament into a full deep-seated reasons and many problems and proposed reforms to help Yunnan newspaper realistic strategic initiatives.Specifically article is divided into four parts. The first part is the introduction, describes the current domestic and foreign experts and scholars to study in the traditional media, the progress and results of theoretical studies "media convergence" aspects of practical feasibility of the proposed future development of traditional media strategy and upgrade path for academic research.The second part is the analysis of the current development situation of media convergence in the context of domestic and foreign press, summed up some of the specific experiences and models. Meanwhile, also on the development history and current situation of media convergence Yunnan newspaper provides an overview of the current situation in Yunnan newspaper survival objective presentation. The third part focuses on the ecological environment in Yunnan newspaper analyzed, mainly from the political environment, economic environment, social environment, technology and environmental point of view of the macroeconomic environment in Yunnan newspaper, from the competition existing competitors, the threat of potential entrants, threat of substitute products, bargaining power of suppliers, purchase those forces, the complementary products such as paper analyzes the competitive environment in Yunnan newspaper, from the media resources, media products, media and market analyzes the internal conditions of Yunnan newspaper and summarized from the analysis of these internal and external environment in the Yunnan The main difficulties and problems that currently exist in the newspaper. On the basis to identify existing problems, the fourth part also carried on the strategic transformation of available resources for the feasibility of pre-sentence, put forward countermeasures strategic transformation, such as the reform of institutional mechanisms, structural reconstruction the implementation of "going out" strategy to expand extend the industrial chain, the implementation of the human resources strategy and so on, on some issues would be ignored supplemented thinking. The fifth part, looking to the future of the newspaper.