The Analysis Of The Chinese Tradition Newspaper’s Digital Transformation In The Internet Generation

With the development of the Internet technology, the audiences of the traditionalmedia are being gradually divided up. The newspaper in particular is bearing the hugeloss of advertising clients, which may lead to dim future. In this condition, theacademics and the industry have launched the ongoing huge discussion about to life ordeath fate of the newspaper. In the meantime, the newspaper transformation issue hasalso attracted much attention. Impacted by many components, the great newspapergiants have already tried to transform. During the transformation, there are bothprogress and troubles and mistakes achieved. We should find out the way to enhancethe newspaper transformation and to renaissance the newspaper in the InternetGeneration.Cutting into from the coming of Internet Generation, this paper tries to change thetradition newspaper from the mode of transmission and the urge of the transformation,defines the newspaper transformation and digital transformation to reveal the essenceof the transformation. Then this paper analyzes the available digital transformationmodes, focus on the analysis of the three commendable examples of the digitaltransformation, China Daily Media Group, Southern Media Group and HangzhouDaily Media Group. And this paper discusses the trouble of the ongoing digitaltransformation. In the end, this paper suggest the transformation trend of Chinesenewspaper industry in the aspects of Content Management, Employees, Research andDevelopment and Notional Policy.I hope this paper can help promoting, enhancing, inspiring and imitating theacademic research.