A Research Of Digital Transformation Strategy Of Western Metropolis Daily Based On SWOT Model

Under the guidance of digital technology,some new words like mobile phone newspaper, electronic news, microblogging, micro letters,appears in people’s field of vision.The new media comes to occupy the media market of the traditional media. The current Chinese press has entered a period of the larger adjustment. In this newspaper change,whose theme is “adjustment and transformation”, the traditional urban newspapers suffered an unprecedented impact. To metropolis newspaper,how to deal with challenges of the new era,to achieve success in the digital transformation, has become the a urgent problem.Based on the development of western metropolitan newspapers, this paper uses West China City Daily for example and relies on in-depth interviews to explore the digital road of the western metropolis daily. And this paper tries to analyze the digitization of the West China Metropolis Daily with the SWOT analysis by analyzing the development of internal factors and external factors. With the analysis like the above, the paper tries to review and study of the western metropolis daily’s digital transformation, to explore the rule,look for the breakthrough,to help the metropolis daily engage in the digital transformation and realize the sustainable and healthy development.After several attempts, the current problems existing in the western metropolis daily are :Content homogeneity and the lack of depth; Ill diversified economy and weak breakout; Extensive operation and lack of innovation; Declining influence and arrested development. Digitization brings challenges and opportunities to the western metropolis daily.The advantages of West China metropolis daily’s digital transformation include: users’ unique structure, reasonable talent training and evaluation mechanism, right construction of cluster,accumulation of multiple resources in cross-border cooperation, brand expansion and diversity of profit model. The disadvantage include: content homogeneity, single digital means and lack of professional technology. The opportunity of transformation include: the progress of the telecommunication equipment, new media communication pattern, use habits of the users and the policy support from the party and the government. The main threat that can be avoided include: the emergence of substitute, the homogenized competition with the city of metropolis daily and the impact of international media. Through the analysis, the situation which the west China metropolis daily faces is: coexistence of advantages and disadvantages, opportunities and challenges in parallel. In general, the opportunity is greater than the threat, and the advantages is more than disadvantages. However, the life cycle will become the stumbling block on the road for the future development of the west China metropolis daily.Therefore, in terms of the west China metropolis daily, its enterprise strategic should be aggressive expansion.It should use its own advantage resources and capacity to transform in technology, content, operations, personnel,organizational level,and to upgrade to the modern media industry.Digitization is a road full of thorns bumpy for western metropolis daily.a step in life are likely to be astep to be smashed to pieces. If the western metropolis daily want to win a place in the market through the digital transformation, it must set up the confidence, and insist on advancing with times.