Research On The Transformation And Development Of Local News Website In The Media Convergence Environment

In the environment of media fusion,the media ecological environment has changed subversively,bringing new opportunities and challenges for the transformation and development of local news website.With the government's strong policy support and the emergence of local news needs,how local news sites seize the opportunities for their transformation and development,meet the media technology challenges,and gain a foothold in the market competition is a problem demanding a prompt solution.To better understand its construction and operation status of our country's local news sites,this paper firstly conducted a questionnaire survey on Hubei province news website.The survey includes the basic structure,personnel structure,income and expenses of news sites.In addition,the author has also got IP traffic data by Alexa website,through horizontal and vertical contrast,having a fully understanding of the market competition in the province's local news websites.It shows that local news website has poor operating performance and less competitive power in the market,and it is in urgent need of development and transformation.On this basis,this paper,based on the survey on Hubei news website in the mobile news network,interactive forum,mobile newspaper,news client and microblog,WeChat and other practice of integrated transformation,systematically went over the current situation of the local news sites around the needs of users,expanding the channel of media,the transformation making use of social media.It pointed out that the local news sites have different resource characteristics accordingto the different administrative levels.Not only should it strengthen their own construction,but identify breakthroughs to carry out integrated transformation and put forward pointed opinion.Finally,according to the analysis of the transformation strategy at the provincial,municipal,and the county level of local news website in the media fusion environment,combining with the case analysis of the Yangtze River Cloud,Jingzhou News Network and the Shuidu Network,this paper suggests that provincial-level network should build local cloud media with the media cooperation,prefecture-level sites should shape the public life circle with the local advantage,county-level website should take advantage of government resources to build a comprehensive platform for government.