The Digitizing Transformation Research Of Chinese Traditional Newspaper Industry

With the rise of the Internet and mobile Internet, the traditional press faces great challenges of declining circulation and advertisement sales. Faced with fierce competition from the new media, the traditional press successfully deals with these challenges. In order to prevent the downward trend, the traditional press not only tries its best to make itself closer to readers and their life, but also positively conducts digital transformation which plays a core role in finding ways out of a stalemate. Digital transformation is a necessary strategic action in the development of the traditional press, this plays a positive role in upgrading the traditional press, insisting on sustainable development and promoting social influence.Since1993, China’s traditional press has started its digital transformation and undergone several stages, such as "initiating digital press on the internet","developing independent websites","mobile newspaper","developing united websites","omnimedia","cloud newspaper" and "intelligent terminal". There are three obvious features in the20years development of digital transformation:First, many newspapers have worked on digital transformation but few of them succeeded. Second, it’s a high investment but a low return in the digital transformation of newspaper. Third, there are many models of digital transformation but the development of the transformation is often slow-paced.With the long-term effort, the China’s traditional press still has gained remarkable achievements in the absorbability of the content of digitalization increases, the application of more matured digitalization technology, and the construction of digital platform. However, digital transformation in traditional press is subject to the following aspects:the insufficient power of digital transformation, the confused profit model and a lack of digital professionals. To break these straits, this thesis puts forward strategies, namely the innovation of digitalization in traditional press, the improvement of digital integrated development model, the optimization of dissemination effect of digital products and the cultivation of digital talent team.