A Study Of "Guangzhou Daily" New Media Strategy And Practice(2005—2014)

The new media has become the main channel of the information dissemination, traditional media are facing unprecedented crisis. The new media has seized the commanding heights of the information dissemination, and it also obtains the absolute number of audience, the traditional paper media then step into the decline stage. With the continued impact of new media, traditional media have to reform its media strategy, and they choice new media as the main direction of the reform of the traditional paper media.Under this kind of media background, this thesis choice Guangzhou daily newspaper group as the object of study, try to analysis Guangzhou daily newspaper group’s examples of the development strategy of new media and new media practice in the new media nearly ten years’ development process. Through the analysis of strategic positioning in the new media and the content of practice, this thesis describes Guangzhou daily newspaper group’s attempts and efforts in the development of new media.In research methods, this thesis mainly uses the case-analysis method, selects the Guangzhou daily newspaper group’s new media reform as the focus of the study. At the same time, the paper also studies a lot of relevant data, and draws the relevant research results of other scholars to accomplish this thesis.Finally, through the study of new media reform of Guangzhou daily newspaper, this thesis sump up Guangzhou daily newspaper’s new media strategy and its experiment and practicing. Guangzhou daily’s new media strategy and practice is the transitional stage of the reform of the traditional media, has certain representativeness, and can be used for reference to the transformation of the present domestic media. New media strategy and practice of Guangzhou daily also contains a worthy research value.