Study On The Core Competitiveness Of Urban Female Newspaper Under Media Convergence

In recent years, with the extensive application of digital technology and rapid development of network and mobile new media, the medium boundaries once clearly become increasingly blurred. The global media industry is undergoing unprecedented and profound changes. The21st century,"Media convergence" has become one of the focus of Chinese communication field and an important era strategy and inevitable trend of News Media.China’s Urban Female Newspaper obtained a great success in the year of "inflection point", and laid a competitive position in its home market. But under Media Convergence, Urban Female Newspaper has immediately been involved in the competition pattern of a high game of old and new media, which original core competitive system can be digested and reconstructed.In view of the current research gaps, this paper, which see the digital age as a research background, based on ontological understanding of the connotation of "media convergence", analyses the new ecological pattern of Urban Female Newspaper under Media Convergence from the theoretical perspective of the media ecology, explores the impact of Urban Female Newspaper competitiveness under Media Convergence from the core competence theory perspective, proposes a new core competitive system, and then put forward the general path of the core competence.The structure of this Paper was divided into four parts.The first part is introduction, which expressed the background, motivation and purpose of the study, then put forward the research to pie, determined the research direction, established the steps and structure, and the use of research methods.The second part is "The new ecological pattern of Urban Female Newspaper under Media Convergence". This part is based on ontological understanding of the connotation of "media convergence", establishes the subjective orientation of the newspaper media in the process of media convergence, analyses the internal ecological and external ecological environment of Urban Female Newspaper under Media Convergence from the theoretical perspective of the media ecology.The third part is "A new core competitive system of Urban Female Newspaper under Media Convergence". Using the core competence theory, this part explores the impact of Urban Female Newspaper competitiveness under Media Convergence in the view of the changes of environmental factors, resources capital, organizational capital, determines the new competitive demands of the urban female newspaper in the new situation, and then proposes a new core competitive system, containing market positioning capability, ability to integrate resources and management capabilities of integration organization.The fourth part is "The general path of the core competence of Urban Female Newspaper under Media Convergence". This part put forward the general path of the core competence from positioning strategy, brand strategy and knowledge Strategy. Specifically, that is fostering Market Competitiveness based on audience-oriented and competition-oriented media positioning, fostering Brand Competitiveness by the composite development of content resources and the interactive development of audience productivity, fostering Knowledge Competitiveness through building integration organization and developing all-round talents.