Yangzhou Newspaper Media Group Media Research

Nowadays, represented by the network media and mobile media, the new media increasingly changed people’s work, life and ways of thinking. The appearance of new media changed ecological environment in the traditional media as well. For most of traditional press groups, they also faced challenges from new media. As we know, challenges always come with opportunities, in order to seek more broad space for development and business transformation, more and more traditional newspaper groups are doing their best to implement strategic transformation of omnimedia, actively expand new media and deeply practice the combination of newspaper and network.Referred to Yangzhou Newspaper Media Group, a local newspaper group, this thesis will discuss the present situation and practice of strategic deployment of omnimedia in Yangzhou Newspaper Media Group, and get into the various issues they would encounter in the course of deployment. This thesis will also compare the newspaper groups at home and abroad, which have already made success in practicing and running omnimedia. By learning from other’s successful experience, this thesis will propose some solutions to Yangzhou Newspaper Media Group for their omnimedia strategy, through the respects of concept innovation, system or mechanism transformation and industrial chain expansion. Furthermore, by studying the case of Yangzhou Newspaper Media Group, we hope to find the universal rules and principles, and provide some useful reference and in-depth thinking space for other local newspaper media groups.