A Study On Strategies Of Transition Of Wetstern Newspaper Industry Based On SoLoMo Concept

With the development of technology and popularization of smart phones and mobile devices, the number of mobile phone users in 2015 reached 6.2 billion; at the same time, the demand of acquiring news by mobile terminal continues to increase, and so far in the December 2015, the number of online news users in China has reached 564 million. The growing number reflects that the traditional newspapers can’t meet the needs of readers. The massive popularity of smart phones and mobile devices makes a lot of Internet coop-erations have developed mobile applications to snatch users of newspaper, during which, the concept of SoLoMo is more and more recognized by the internet world. SoLoMo, to put it in a simple way, means following the trend of social, localization and mobile, which is the integration of mobile device, LBS technology and social networking. In the west of China, due to historical reality, the transformation in newspaper industry has its own unique features. Facing current state and exsiting problems, SoLoMo brings learnings for the transformation of the newspaper industry in the western part of China.First of all, it studies on the current situation of the newspaper transformation and the development of SoLoMo, which is discussed from the aspect of home and abroad respectively. Then the article introduces the technology structure theory proposed by Barley, and the media ecology theory, to discuss that in the transition process, media forms changes consistently. This change is produced in the interaction of technologi-cal progress, social needs and user experience. Users always take an important position. Therefore, this article then from the user’s point of view, states the actual situation of transformation of Western newspaper industry. The study elaborates that while meeting with difficulties, SoLoMo has also brought new opportunities for newspaper transfor-mation. Then according to the above analysis combined with the SoLoMo concept, researchers have proposed that people should make efforts from the technical level, the social level and multi-user level in newspaper transition. Specifically, applying new tech-nology actively at the technical level, including the establishment of the data sector in order to build an internal database, the enrich of terminal carrier forms and visualize news presentation by applying new technology. At the social level to maintain credibil-ity, spreading capacity and multi-platform as a whole, it is necessary to purify the internet space, to create a cultural community, to establish cross-regional media group and create new media creative platform; On the user level, to build and maintain a good relationship between the users, it is required not only to transform the idea of the readers into the concept of users, but also to spread information to different kind of uses and to carry on interactive news production while enhancing the service and professionalism. Finally, the author proposes a dynamic transformation strategy for transition of western newspa-pers. It concludes that changes of media ecology in newspaper transformation, which is a gradual dynamic process in order. And the user experience improves; and besides, the interaction of technology, users and society maintains the balance of media ecology.This study, from the perspective of the audience, studies on the transition of western newspaper. It not only helps people to understand the western newspaper transformation, but also provides a different perspective for the study of the transition of newspaper in-dustry.