The Conception Of The ’media’ Magazine’s Digital Transnation

With intensifying competition,the survival of the fittest, superior bad discard,magazine adjustment and transformation become inevitable in digital era.The digitaltransformation of paper periodical, however, is not only the content of the online editor sending paper publishing content transformation format on the Internet, it’s morethan using the new technology, converting the spread of new media, but also thewhole structure of regulation of integration, It is a unified whole production line ofdigital content, digital production and new type of digital transmission process.The ‘Media’ magazine as core journal of China press and publication industry ofthe highest authority, its development and the national media publishing industry haveclose relations,based on the actual situation of the internal and external environment,which shoulder the reporting and communication burden, also emphasizes the profitwith audience penetration ability, should not only guarantee the print authoritativestatus at present stage, at the same time also should carry out the digitaltransformation, opening up new areas of business, looking for new developmentinnovation point, and taking this opportunity to guarantee the advantage of expandingmarket share, enhance competitiveness, strengthen internal management, integrateadvantages and resources, and to maximize profit.And the research in our countryabout magazines’digital development works very much, but many are derived frommacro theory, a bit empty, failed to implement the actual. In marketing practice,although each group with practical action try to spawn innovation, expand and growmore, but in a stage of experimenting, method and pattern has not been refined, alsono theoretical summary and generalization.In this paper, based on a case study, through to the journal of "media"‘sanalysis of the actual operating situation, to explore how to implement and perfect thedigital of the journal, step by step to strengthen the understanding and research ofvarious digital business model, and the particularity in general is derived, with thehelp of the journal revelation and experience provided by the ‘media’,so as to provideexamples for other same type journal digital transformation.