The Construct Bread Policy Of Traditional Newspaper In The Digital Transformation

Twentieth century, human entered the age of the Internet, was also called the digital age.Digital leads this profound change, driven endless stream of new technologies, network, intelligence, cloud computing, big data, mobile broadband.It is not only subvert the many traditional industries, the reconstruction of the relationship between people and the world, but also completely changed our life, especially in changing the way we use media habits, a profound impact on the traditional way of life newspaper.Therefore, the promotion of traditional media to digital transformation, achieve media convergence, not only is the only way to Win the newspaper industry, and has risen to a strategic initiative the country.In ten years, online media, social media, from media surging, shake the traditional role of the mainstream media.Newspapers in the digital transition process difficult, with little success.Many industry scholars have expressed concerns about the outlook for the newspaper media, and even proposed a "decline of the newspaper" and other point of view.How to deal with changes in the media ecosystem, to explore policy breakthrough of the newspaper in the impact of new media, not only the efforts of the industry practice of direction, but also scholars in the topic of great concern.This paper is divided into five parts, namely, the concept of carding and literature review, the digital media caused by changes in the ecological environment, case studies, and I think.The introduction, the author describe the purpose and significance of the research;The second part of the relevant concepts and theories related to this article was explained, such as the digital age, newspaper brands, but also on the research results of the sort and summarize;The third part, the author of the traditional newspaper industry in the ecological environment of the digital age to do a careful analysis, including changes in the industry opportunities and challenges facing the traditional newspaper industry, the digital transformation of the status of traditional newspaper industry, as well as digital transformation brought about;The fourth part, the author of The Southern Metropolis Daily in the digital transition in the way of brand building as an example, a detailed explanation, through case studies to explore the traditional newspaper of general rules and special rules in the digital transformation of;Finally, the author of the change in the construction of traditional newspaper brand strategy put forward their views.I hope that the use of relevant communication theory, media environmental studies and marketing.By analyzing the initial exploration The Southern Metropolis Daily digital transformation.Can provide a useful reference for the traditional newspaper media in the Internet environment, competition policy.I also hope their case studies to provide a more in-depth independent samples for future research.