The Research On The Strategy Of The Development And Transformation Of Heilongjiang Morning Post In The Microage

With the emergence of newly-developed social network service representedby micro-blog and wechat,the spread of information has stepped into the"micro-era", and thus everyone can release information.The previously one-waymode and means of traditional media can no longer meet the needs of the generalpublic, which leads to the decrease of readers.In addition,the share ofadvertisement on which traditional media are desperately dependent is beingdivided up by new media. As a result, the traditional media on behalf ofnewspapers are facing the change of status.Heilongjiang Morning Post, the firstmorning newspaper in China, is also confronted with great challenges.Compared with the new media, the traditional media have their own edgesand characteristics, and can, by means of integrating new media, be transformedfrom the operation of newspapers to that of resources. At present, the traditionalmedia need to integrate the new and transform the mode of operating so as torealize rapid transition.The paper combines the methods of quantitative analysis and qualitativeanalysis to analyze the journalistic ideas and the operations of newspapers inmicro-era by means of researching the case in Heilongjiang Morning Post. Theintroduction part presents the research background, purpose, significance and theoverview of the relative research at home and abroad. The paper then deals withthe revolution of the micro-era media, and emphasizes on the operation ofHeilongjiang Morning Post in the background of micro-era. Besides, it tries toanalyze the problems and causes and ultimately come up with some effectivesuggestions in order to solve the problems.