Research Of The Traditional Media ’s Transformation

The progress of science and technology provides people with more convenience and choice, also breaks the pattern of traditional media. The new media is getting deep into the social life of every corner, becomes an indispensable source of information. The emergence of new media forms and communication technology is changing the way and habits people receive information, also bringing impaction and challenge to the traditional media news dissemination form. Entering the 21 st century, the rapid development of new technologies, such as the Internet and the growing development of all kinds of new media, has the impact on the traditional media continuously and strongly, the discourse right of traditional media news reports has also been severe test. Journalism is the first responsibility of traditional media, also is the foundation of survival. In the new media environment, how does the traditional media news operation to adapt the trend, realize the transformation and upgrading, it is the existing common problems and confusion.At present, there have been some newspaper groups in strategic level completed the overall planning of transforming into the digital newspapers, but still have some problems to be solved in the process of transformation. This article mainly takes the transformation strategy of the traditional media as the breakthrough point, studies the transformation path of traditional media comprehensively and systematically. By analyzing the real cases of some newspaper’s transformation, and taking Wenzhou Daily Newspaper Group as a key analysis case, the purpose of the article is to explore the transformation strategy and new path of traditional media’s development at present. This article is divided into five parts. The first part is introduction, introduces the research background, research status at home and abroad. The second part is the overview for the transformation of traditional media, this paper introduces several different theory concepts in the transformation of the traditional media and the main models domestic newspaper groups to take in transformation. The third part is the strategic analysis of traditional media, through analyzing of the traditional media advantages, weaknesses, opportunities and challenges respectively with SWOT analysis method, argues the reason and necessity of transformation and upgrading of traditional media in many aspects. The fourth part is taking the Wenzhou Daily Newspaper Group as an example, combining with the actual situation, discusses the challenges and difficulties of the traditional media in development, then researches the corresponding countermeasures the Wenzhou Daily Newspaper Group put forward in view of the transformation of development. The fifth part is the countermeasures for the transformation of the traditional media, rational thinking transformation feasible countermeasures from three aspects: increasing influence set up a new mode of operation, response strategy from new media. Thus, this paper argues that on the basis of keeping the traditional advantages, traditional media can continue to play its policy advantage, brand advantage and resource advantage, make the media content to the in-depth reporting aggregation, improve communication influence and policy influence, at the same time to speed up the pace of digital transformation, promote the newspaper adds media fusion, using new media platform to promote economic efficiency, form symbiosis, integration, competition situation with new media, to realize the fusion of old and new media development, this will be a feasible path to the transformation of the traditional media in a long period of time in the future.