Studies On Newspaper-media APP Driven By The Media Convergence Policy Since The The 18th National Congress Of The Communist Party Of China

With the growth of China's mobile Internet users' base,the popularity of smart phones and mobile Internet technology development,the current Internet users have more and more access to news.However,the newspaper,as an important news source of the media,has lost abundant subscribers with a remarkably decreased attention and influence,restricted by its form and timeliness.Faced by the pressure of its transition and driven by the national policies,newspapers have established their mobile news APP on the Internet one after another,but the downloads,retention rates and adhesiveness of users remain to be improved.Therefore,it is necessary to study the APP of the newspaper.By means of content analysis,the author takes the newspaper media APP as an object of study and seeks reference for future development of the newspaper media APP.The paper holds that through years of policy exploration of media integration,a series of administrative laws,regulations and documents covering both central and local government in the media industry have been formed,featuring strategic,down-to-earth,step-by-step and enforceable characteristics.In the context of such policies,most newspapers have established their APPs,however,according to the survey,the current APPs haven't meet users' demands of information and function yet.Besides,there're still a lot of problems such as unclear profit model and product consciousness,as well as less marketing methods.The paper hence believes that future policies on media integration should be renewed,innovated and focused on the Internet safety and content copyrights.At the same time,sound supervision mechanism should be established,traditional media's making profit by capital should be encouraged,and internal mechanism reform of newspaper media APP should be pushed forward.In order to develop deeply,newspaper media APP can not only take mighty effect of public opinion guidance using policy advantage,improve operating mechanism by capital advantage,but take full advantage of contents and brands,improve mechanism of content production,and innovate the talent cultivation mechanism.Furthermore,technical potential,marketing and users' satisfaction needto be paid more attention to.