CD Newspaper In New Media Development Strategy And Its Implementation Way

Due to the impact of internet new media2000and mobile internet counterpart2010, CD newspaper office which as the traditional paper media has experienced thewhole transforming process from the earlier ignoring, to the subsequent struggling andfind out their own way of improving the new media.The internet new media development leads to the rising of Chinese web portals asSINA, SOHU and NETEASE etc. But unfortunately not all the traditional paper mediaincluding CD newspaper office took this opportunity.With the impact of mobile internet new media, CD newspaper office has to faceitself in front of this challenge again. New media (SINA microblog, NETEASEweb-news and so on) not only occupied some of the traditional paper media advertisingmarket share, but also changed the information resource, communication modes and thechannels which is the exact basis of traditional paper media like CD newspaper officesurviving. Under this situation, it is the termination of their trust period. They are beennibbled in the groups of reader or market share area by emerging new media. This lifeand dead condition forced CD newspaper office to concern its future destiny, hoping topersist with other new media and find its own position.This article uses the analysis methods of qualitative, comparison and thecombined application of theory and practice. First of all, study the plight of CDnewspaper office that it has to face during the new media blooming period, focusinganalyze the internal and external environment, and confirm the advantage anddisadvantage of developing new media in the CD newspaper office. Next，explain itsstrategy of responding the impact with description of new media characteristics, whichis as known as how to extend development strategies in the new media area andimplement those into specific approaches.The development strategies in the new media area of CD newspaper office isusing the product differentiation strategy in the business level and implementing therelated diversification strategy in the management level.In the process of implementing new media, CD newspaper office should followthese key principles:1.Establish the suitable structure of developing new media;2.Builda qualified team to guarantee the technical, operational, channelized supporting; 3.Create the profitable and value-added new media products from the starting point ofnew and traditional media. With this transforming, while constantly training all thenecessary talents, investing external platform, and completing the media content,communication channels, operation team and technical supporting, CD newspaperoffice can achieve the overall new media layout. By the re-integration andtransformation of internal resource, external joint development and investment of futureoperation, CD newspaper office will accomplish the new media developing strategy.