Media Convergence Of Changsha Evening News Management Strategy

Since1990s, along with the development of digital technology and mature,various media more and more trend to the convergence in different ways. In theinfluence of the media convergence, the newspaper business suffered serious impact,the circulation of newspapers and advertising profits decline is undeniable facts.Facing these difficulties we have to have some reflects, in the context of mediaintegration, the newspaper industry should take what business strategy? H ow is theway of the future of the newspaper business? Therefore, in order to promote thesustained and healthy development of newspaper business in the background of mediaconvergence, we take the business strategy of "Changsha Evening News" as theresearch object, use literature analysis research method and field survey method,discuss the business strategy of "Changsha Evening News" on the background of mediaconvergence, pointed out the shortage of the business strategy of Changsha EveningNews", and come up with corresponding suggestions.This paper argues that in the context of media convergence, good externalenvironment and internal quality for development is the business advantage "ChangshaEvening News". It also has some defects, such as the defects of system, the shock ofnew media and other traditional media that the threat of "Changsha Evening News"business dilemma. Facing these problems,"Changsha Evening News" continues toadjust business strategy: expand the field of digital newspaper; renew the mode ofadvertising management; build a three dimensional brand; a new round of upgradinginternal revision. The implementations of these strategies in a certain extent conformto the trend of development of digital newspaper, but at the same time, it has someproblems about adapting to the new media. Such as ignores the content of productinnovation; lack of effective profit model and digital newspaper operating system isnot mature.This paper come up with four strategies to deal with the problem of thebusiness strategy of Changsha Evening News about Media Integration: firstly, theyshould pay more attention to the innovation of communication channels andpersonalized content products; secondly extending the industrial chain of thenewspaper group; third realizing the diversification of profit model; finally creatingthe alliance of "Changsha Evening News" and other regional media.