Study On The Possible Transition Paths Of The Chinese Newspaper Media In The Brand-new Medium Ecological Environment

It's a time of which the chinese traditional newspaper media has been collapsed by the resultant force of technology,politics and commerce.The barriers of media and communication channels has been broken by the new media technology and the user generated content was gradually taking the place of the content of the professional production.As a result,the traditional newspaper media were no more in the center position of communication channels and content production.Users shift from offline to online.Accompanied by the loss of readers,the commercial advertisements have also turned to the internet medias.This,together with the overall economic recession,has reduced the total amount of newspaper advertisements.The newspapers'compensation mechanism of resources which rely on commercial advertisements has failured,and the Chinese newspaper entered the key to the survival of a life and death.However, because of its special double property, after the collapse of the business model,the chinese newspaper still need to undertake the duty of providing public journalism, political propaganda and public opinion to guide the people. How to make the transformation in maintaining their own survival and development and continue to shoulder the responsibility of the mainstream media is common problem faced by the Chinese newspaper media.In the face of a dilemma, the chinese newspaper media has taken many transformation initiatives. Including the origin of media fusion and diversification, and the new era of media business, internal entrepreneurship and other new exploration. But because there is no change in the existing industrial thinking, coupled with panic change blindness. Most of the transformation of paper media are in failure in the end. But there are a few quick success in transition. Through to these successful transformation cases are introduced and analyzed, to explore which has common rules and can provide a reference for the transformation of China's vast number of print media.Based on the train of thought of the research, this paper chooses Shanghai Newspaper Group, Zhejiang Daily Newspaper Group on behalf of newspaper group transition cases and Qianjiang Evening News, Happy Old Aged Newspaper as single newspaper transformation cases. Then concluded two directions of chinese newspaper transition:newspaper group turn into consortium and single newspaper turn into a platform and vertical community. And further in the specific implementation level proposed print media transformation of several possible paths: the content level, adhere to the standard of excellent media content provider. Business level, open platform, become a full range of information services provider to serve the user, business customer and the government.Make full use of the means of capital operation to support the main business with capital strength, improve the industrial layout. At the same time, actively carry out external cooperation, learn from each other, to improve the competitiveness of enterprises to achieve win-win cooperation.