| With the evolution of digital technology, great changes have taken place both in people’s life and working styles, the digital environment is obviously the trend of the of our society. The innovation of new digital technology led the rapid technology development of communication and Internet, thus promote the global media industry to conduct a transformation from the traditional mode to the new media mode.The spread of new media has a broaden platform, emerge in endlessly terminal to the spread of the media from oneness, unidirectional towards multimedia and interactive development. For media group, the new media transformation strategy, not only to change in way of communication, but also a new integration content and business structure.This is based on the audience’s identity, status and changes of the new demands. Media groups have to take the pace of the development of media technology.Under this circumstance, news agency as the upstream of the media industry, is facing much more severe challenges. Weakened by the characteristics of new media, the main function of the traditional agency leads traditional media relying less on news agency. In order to adapt to the changing environment, international news agencies are establishing new digital media systems. As one of the old world’s leading news agencies Reuters’digital new media transformation strategy has made outstanding achievements, so that it could provide referential experiences for the development of China’s Xinhua news agency.Mainly in Reuters, for example, analyzing the characteristics of digital new media, the challenge of it brings to the world news agency, explore the Reuters in view of the news and financial information of two modules products digital transformation, summarizes the successful experience of transition path provided by the Xinhua news agency and the Chinese media.This article mainly use the literature material method and case study method of the main research question, the full text is divided into six chapters, respectively is:Chapter 1 will show the new media era of media environment, and explain why choose Reuters as a sample to study. Then the studies of scholars both at home and abroad about new media and digital world news agency to the development will be presented.Chapter 2 will embark from the digital technology, the paper expounds what influences of new media and social change have made, and why this change can promote the transmission mechanism for transformation.Chapter 3 will mainly introduce Reuters company, and the challenges it faces in the era of digital new media.Chapter 4 will mainly explore the new media transformation in practice of Reuters news and information services and financial information service.Chapter 5 will mainly summarize the Reuters news media transformation provided enlightenment:digital media technology convergent, wholesale and retail market double-track system, introduced classification products according to the requirements of the audience, and the combination strategy of cooperation and convergency.Chapter 6 will mainly summarize the value and deficiency of this study, and the digital new media development of Chinese media will be discussed. |
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