The Researching About The Business Transformation Of Zhengzhou Z Newspaper

In recent years,the popularity of new media?the upgrades of radio and television media and the changes in the marketing environment have caused a serious impact to the newspaper media.Newspaper media circulation and advertising revenue show a decline in the way down.Zhengzhou Z newspaper in the current media industry and market environment,but through the business transformation activities,to a certain extent,to curb the decline in the state of business.It consolidates the Henan Daily,Oriental this newspaper compared to the advantages of narrowing the gap between the Dahe newspaper.Its business transformation experience worthy of our in-depth study.Based on this,the article takes "Zhengzhou Z newspaper business transformation research" as the title,it is necessary to use literature combing method,interview method,case analysis method,comparative analysis,in a brief discussion of Zhengzhou Z newspaper business transformation background,based on the system analysis Its business transformation,summed up its successful experience.We can deepen the understanding of the status quo of Zhengzhou Z newspaper business transformation.The article draws the following conclusions:First of all,Zhengzhou Z newspaper is facing the challenges of new media constantly squeeze the newspaper readers,the traditional media generally carry out the transformation and development,the public media development decomposition newspaper advertisers,readers group audio-visual reading trend four aspects.But at the same time Zhengzhou Z newspaper also received a wide range of policy guidance and support,advanced information technology support,marketing background to promote the digital transformation of the traditional media gap between the four aspects of the development opportunities.It faces the challenge and opportunity to coexist thesituation.Second,Zhengzhou Z newspaper also has its own advantages,including a wealth of readers and advertisers resources,build a huge subscription and retail distribution channels,forming a high level of newspaper brand five advantages and Zhengzhou newspaper group strong background strength and so on.But its defects are reflected in the newspaper's inherent form of text transmission defects,put the size and timeliness of the ceiling limitations,the newspaper's interaction and activity is obviously inadequate.Third,Zhengzhou Z newspaper for the challenges faced by the opportunities,advantages and disadvantages,the use of full media strategy to innovate the internal media organization system,through the integration of communication activities to achieve content production and reengineering,from marketing channels into marketing planning and implementation To the implementation of the concept of business platform for the system,the refinement of the reader group market implementation of the media terminal sink and so on.Fourth,Zhengzhou Z newspaper business transformation of the successful experience of the main performance in the use of new technologies to innovate the media form,from the perspective of market segmentation to locate the media style,based on the whole media group to integrate information dissemination activities,take the initiative to design a major news election Title,and actively carry out various types of special marketing activities,innovation and organizational structure to adapt to business transformation and strive to build high-quality personnel and so on.