Study On Business Strategy Of The S Newspaper Under The Informatization Background

With extensive use of network technology and increasing maturity of business model, the new media represented by internet have developed rapidly and penetrated into and changed people's life in unprecedented breadth and depth. New communication means, new communication platform, new audiences and customer requirements reform and reorganize traditional industrial structure and development law at the bottom of media industry. Against this background, the era that traditional media unify the whole country is already over and traditional media suffer serious impact of new media in the aspects of reader groups and market share.This paper regards the newspaper medium which is the important supporting system of the traditional media as the main reference and concerning object, and focus on researching the case of encounter action between The Economic View and new media. The newspaper is the first financial weekly newspaper in Central Plains, accomplishes the leap from No.1 in Central Plains to No.1 in China after brand sedimentation for 9 years, and develops into one of regional financial weekly newspapers with the best influence in China gradually. However, with the huge shock of the new media tide at present, the newspaper is confronted with the survival and developmental crisis again.In this paper, upon describing the developmental actualities and features of the new media in Zhengzhou objectively, the situations of the newspaper are analyzed in detail from two aspects of external shock and internal shock. The former refers to advertisement operation income, issue difficulty, timeliness of the news, and loyalty of the readers and other aspects. The latter refers to the aspects of collection and edition mode, issue mode, operation mode and management operation mode etc.Facing both the opportunities and crisis brought by the new media, this essay put forwards the feasible replies and resolutions from two perspectives as " Attack" and " Defense". On the one hand, this essay puts forward the suggestions on " Hold the field", such as:Facing with the external impact, the newspaper running concept shall be enhanced and the marketing positioning shall be cleared, as well as the relation positioning between print media and new media shall be handled correctively. Meanwhile, this essay also carries out deep argumentation on these suggestions. Confronting with the internal shock, it shall actively explore the internal revolution mode and separately put forward these ideas, training faithful readers, innovation of advertisement operation mechanism and mode, moderate free issuing, flat management and expelling the system obstacles.On other hand, this article proposes and introduces the "counterattack" strategy, deep demonstrates the necessity of the establishment of new media, carefully analyzes the advantages of developing new media to the traditional media and discusses many ways of establishing new media, such as the establishment of website, mobile media and outdoor public information media, to realize the transformation from a single media to a mixed media.