Strategy Ideas Of Developing Digital Newspaper Of Chongqing Daily Newspaper Group

The rapid development of digital technology and further integration of the internetand mobile phones and other network has promoted profound changes in the mediaenvironment. Trends of de-massed and fragmented of the audience market arebecoming evident and the mass communications are turning into focus communications.As the media of mass communications, the traditional newspaper industry is sufferingfrom such a huge impact that a large number of readers have transferred, the circulationof newspapers has atrophied and advertising revenue has declined.The media industry at home and abroad, woken up early for the futuredevelopment direction of the media industry, has recognized that new media relying ondigital technology is the emergence of a new media form which adapts to thedevelopment of modern productive forces, and it represents the future direction ofdevelopment of the media. Before the late nineties of the last century, the United Statesin which media industry is relatively developed began to explore the digitalization oftraditional newspaper. Promoted by national policies, newspaper in our country, beganto try digital transformation before and after2006, exploring how to use digitaltechnology to transform traditional production methods, to remodel industry boundariesand business forms of the newspaper publishing industry, to promote the transformationof newspaper publishing manner and newspaper business model in themulti-communication pattern, and to realize the deep integration of newspaper corecompetitiveness and network dissemination of information technology. Digitalnewspaper industry thus arises at the historic moment.But from the perspective of the result of the digital transformation of globalnewspaper industry, the case that has achieved remarkable success is still rare,especially in our country. There is no successful story which has yet made substantialprofits in the digital management. Some specialists and scholars in this academia andindustry generally believe it is rooted in the lacking of a comprehensive understandingof the "Digital Press" and the necessary understanding of the business model bydecision-makers of some traditional newspaper industry. They accustomed to operatingthe new media with the way of thinking of traditional media and it is impossible forthem to find a practical digital newspaper business model.Based on this, starting from the interpretation of essential characteristics of digital newspaper industry, this article attempts to find the core concepts of digital newspaperindustry and clarify its vague understanding in the industry. This article begins from thedeconstruction of digital newspaper business model, analyzing the components ofdigital newspaper business model, the functions of every element and the relationshipbetween each element and their mechanism of action. And then as a case, this articleuses the basic theory of the digital newspaper industry and its business model to analyzethe deep-seated problems existing in the digital transformation of Chongqing DailyNewspaper Group. With the basic theory of media convergence and news productionprocess reengineering and etc, the author tries to put forward tentatively the strategy andmethod of developing digital newspaper industry of Chongqing Daily NewspaperGroup and the strategy of optimizing digital newspaper business model to perfect thevalue creation system of digital newspaper industry business model. On this basis, itwill further explore the methods to achieve accelerated revenue model value andoptional list three typical profit model including products-selling, services-selling andadvertising selling.The purpose of this research project is to use the basic theory of communication,management science and other disciplines to solve the problem of homogenization ofthe internal products structure in Chongqing Daily Newspaper Group brought about byhistorical reasons, to respond to the challenges of the new media actively, to restructureand develop digital newspaper, and to establish a sustainable development digitalnewspaper business model eventually. And as an example, it might offer reference forother similar domestic newspaper groups in the digital transition process.