Study On The Transformation Of Henan Daily Newspaper Group Under The New Media Environment

21th century is an age of informatization in which rapid development of digtal techology and sharp rise of new medias have brought great shock to the development of traditional newspapers. Problems like reduction of newspaper circulation, shrink of advertising revenue and decreasing numbers of young readers have become more and more serious. For twisting this inferior position, traditional newspapers are starting to develop omni-media actively and seek in the path of digital transformation.The Press Department of General Administration of Press and Publication brought up "digital newspaper" in the2nd China newspaper competitive annual meeting in August of2005and officially started project "Digital newspaper Laboratory" in the next August, from then until now, domestic newspapers have been moving forth in the tough seeking in the path of omni-media transformation.In this big wave of omni-media transfonnation, Henan Daily Group is also making great efforts to seek and practice. It has taken the management concept of "focus on newspaper, develop multiply" and focused on the development of three big media platform, traditional media, internet media and mobile media, trying to build itself into a big cultural enterprise which takes media industry development as priority and develops it with other related industries coordinately and makes them mutually promoted.This essay mainly takes Henan Daily Group as the study subject, analyzes its process of omni-media transformation, and tries to find out how to gain competitive advantages for traditional newspapers in the situation of media convergence. The essay analyzes and illustrates omni-media transformation of traditional newspapers from three parts.Part1, illustrate and elaborate the concept of omni-media systematically, analyze with emphasis the motivating factors and realistic conditions of transformation for newspapers nowadays.Part2, study the omni-media transformation of Henan Daily as a individual case. Analyze its omni-media strategy with transverse comparison method and case study, and discuss in the process of the development of omni-media how newspapers perfonn transformation and innovation in the system, then point out the problems exists in the development process.Part3, although Henan Daily Group has been making great efforts to take omni-media transformation, there is still a big gap between it and some famous newspapers in our country. For that, combined with the practice process of transformation of Henan Daily, analyze the problems and shortcomings encountered in the process of omni-media transformation of traditional newspapers, offer solutions to the problems and shortcomings encountered in the process.