All Media Integration Pattern Print Transformation Strategy Research

"One paper fashion world," which is a true portrayal of the past most of the market when the newspaper founded. However, space conversion, people have changed. With the diversification of new media microblogging, letter, forum, mobile clients and other forms of traditional paper media are suffering great pressure and challenges. In this form, an increasing number of newspaper groups began the transformation and integration of data development. Thus, the traditional paper media to all media transformation has become an important trend in media research and media development an important issue.In this all-media background paper by collecting a large domestic and traditional paper media examples restructuring and development of all media, empirical analysis, in order to "Spring City Evening News" all media strategic transformation as an example, the analysis of the way the traditional newspaper industry in transition."Spring City Evening News" as Yunnan’s most influential and most powerful print media, in2010restructuring, exploring the past to create a single set of paper media print media, outdoor media, Internet, new media, new business entity, brand marketing activities platform for the integration of all media platforms.Through participation in the "Spring City Evening News" all media transformation practice, use case analysis, horizontal comparison method, participant observation on the "Spring City Evening News" transformation depth study, explained its restructuring ideas, practical measures and all media strategy discussed "Spring City Evening News" transformation of the way the problem and the measures encountered in the course proposal. It concluded some universal law, namely to achieve full integration of traditional media, print media, need to change their traditional paper media and new media,"mismatch""water separation", the parallel development of thinking, to make the traditional paper media and new media in content, channels, platform, operation, management, realize the depth of integration, integration of development, efforts to open up channels of traditional paper media and new media between harmony, complementary advantages, to become a new organic whole. The traditional paper media transition success is to creatively develop their own unique business model-to provide quality of life for the local exchange service users, the local market is committed to expanding the brand businesses provide cost-effective interactive marketing services.