A Study For Traditional Newspaper Strategy Transformation Based On Omnimedia

Since 2008, under the impact of the Internet, the number of traditional media audiences worse. As of 2014, the trend of Internet development, the national Internet penetration rate reached 46.9 percent, the number of Internet users reached 632 million, of which 527 million mobile phone users. Traditional mass media audiences are turning to the Internet, the Internet media advertising revenue more than 150 billion yuan, an increase of more than 40%, thus becoming the largest of more than TV advertising media. With the loss of users, traditional media revenue profits shrunk dramatically, the amount of paid-national newspaper advertising fell more than 25 percent. Focus on themselves, Nanjing Daily Newspaper Group is a major product of the traditional newspaper media group, the group must develop a clear understanding of the status quo, with the times, to recognize their own strengths and weaknesses, and take on the strategic transformation of the way the whole media.In this paper, corporate strategy theory, the transition to a full media-oriented, focusing on Nanjing Daily Newspaper Group-wide media transformation strategy. Firstly, the full media age, Newspaper Group restructuring background, analyzed the researches of omnimedia, as well as the important ideas and methods of analysis of corporate strategy; secondly, this paper, since 2008, China’s traditional History and current situation of the media to go omnimedia transition, describes the status of the Nanjing Daily Newspaper Group-wide media development; then, this article focuses on the Guangzhou newspaper, the Southern Newspaper and Zhejiang newspaper omnimedia transformation strategy ideas for Nanjing Daily Newspaper Group-wide media transformation strategy to provide reference; Finally, analysis of the previous chapters to determine the Nanjing Daily Newspaper Group-wide strategic thinking based on the transformation of the media, the direction and implementation of safeguards.This article identifies the Group implemented "12345" overall strategy, which clearly building a new Internet-based mainstream media group goal, to build a central kitchen and media data media workshop on two pillars, strengthen reform and innovation, technology traction, industrial polymerization three major driving forces, the implementation of the four-step transformation Longhu Advanced determine fusion group communication, elements of gathering, creative hair growth, user experience and can only control five advantages.