The Transformation Of Traditional Newspapers In The Context Of Media Convergence:The Study On Shanghai Morning Post

In the context of media convergence, the domestic newspapers began to change and transform under the impact of the competition of new media, the changes of audience demand and technology revolution. This paper is focused on the transformation strategy of the well-known urban newspaper "Shanghai Moring Post" and tries to make an empirical study of how the domestic newspapers realize the transformation in the environment of media convergence.This paper mainly adopts the research methods of case analysis, quantization analysis, and the characteristics of the transition path of "Shanghai Moring Post" are summarized from the point of view of news discovery, news production and news consumption (the three major parts of news service flow).And the assessment of the transition effects is made.The paper thinks,"Shanghai Moring Post" has almost completed the layout of the construction of network reporting platform, the digitalization of editing process and inter-disciplinary talent training. For now the newspaper has made some achievements in management with brand advantages (primarily the creation of community newspaper) but in the consumer terminal (except the micro-btog) also lack some effective publishing platform or some competitive products. It is due to the current operation system and the slow reaction to the changes of new media and the market.