The Research On The Mobile Survival Strategy Of Traditional Newspaper Media

In the mobile Internet era,with the development of mobile communication technology and information network technology,the popularity of smart mobile terminal equipment such as mobile phone,the current media environment and media ecology have changed.In order to adapt to the development of the times,the traditional newspaper media actively explore the mobile survival to seek breakthrough.Both the central level newspaper media or local news media,have opened the official weibo,wechat public number,news client and other new media platforms,"two micro and one client" become the standard methods to enter into the mobile Internet market for traditional newspaper media.This paper is based on the developent of mobile Internet as the macro background.Firstly,analyzing the transformation of the paradigm of media environment driven by technology,then explaining the concrete representation of the traditional media survival predicament from the media value and the advertising value.Next,based on the development of the two micro end product and the new media matrix,the paper explores the practical exploration and preliminary results of the digital upgrade of newspaper media and mobile survival,analyses the main problems in the mobile practice of newspaper media presence from the two aspects of content and profit.Finally,on the basis of the previous research on the issue,this article proposes some feasible suggestions and core strategies in the perspective of content production and market operations.On the one hand,the content production as the core elements of the value creation of newspaper media,can be improved from four aspects.Such as improving professional ability in content production,optimizing content quality in original technology,segmenting audience group and highlighting the locality related with the audience interest,integrating news.On the other hand,market operations as a means to realize the value of the media,newspaper media can realize its mobility value through extending the content value,expanding channels,innovating the advertising forms and improving user service experience.