Media Integration Trend In People’s Daily Study Transition Path

With the progress of science and technology, the rapid development of modern information technology, network media, mobile media and other emerging media is to we can’t imagine the speed of rapid growth, China’s newspaper industry is experiencing an unprecedented crisis. In this critical time, pressure and opportunity coexist the People’s Daily should be how to grasp the opportunity? How to change old ideas? Innovation system? This is the reality of People’s Daily need urgently to solve problems.In this paper, by analyzing the background, the People’s Daily, the traditional news media fusion production mode facing the survival crisis, and then according to these problems, from the concept, technology, content, system and mechanism four aspects put forward reform measures, expect for the transformation of development of China’s communist party newspaper has a certain reference significance.Media era, the development of the medium of the People’s Daily to cater to the market environment, take the initiative to blend in the new media, go the way of media convergence. But the road to the transformation of the People’s Daily is not plain sailing, in its fusion development will inevitably face some difficulties in the road. Mainly manifested in the following aspects: first, the traditional news practices go against public opinion guide and information transmission. Second, the original information storage method is difficult to achieve the optimal allocation of news resources. Three, the traditional management system and mechanism is difficult to fit newspaper integration development needs. Aiming at these development difficult problem, put forward the countermeasures by the People’s Daily. A, set up to promote the development of newspaper industry fusion concept and consciousness. Second, using the latest technology power press integration development. Supported by advanced technology, the People’s Daily, launched legal micro-blog @ the People’s Daily, the initiative into the mobile client, create the entire media platform "central kitchen", etc., to promote the integration process of People’s Daily play a decisive role.Three, content, expand the party newspaper’s core competitiveness. The People’s Daily use of multi media integration advantages of resources, realize the set language symbols and non-linguistic symbols for the integration of multimedia works, improve the market competitiveness of the news products. Four, perfecting the system and mechanism of newspaper transformation. The People’s Daily through perfecting the management and service, effectively improve the overall quality of the newspaper group.The transformation of the People’s Daily path, on the integration development of party newspaper in our country has a certain guiding significance. Will tell from the following points. Technology, supported by advanced technology, to achieve "channel integration". Content, adhere to the "content is king", pay attention to the news product depth and readability. Organizationally, the development of party newspaper should combine their own characteristics, take various effective measures to promote party organization structure transformation; Ideas, set up the ideas of integration, the construction of the whole media personnel. Party newspaper media workers should improve their own skills, have the courage to be a universal press, for the communist party newspaper’s gorgeous "turned" contribute an own strength.