Research On The Cross-border Integration Strategy Of Domestic Newspaper

In today's world,the Internet links the world,as described by Thomas Friedman-"The world is flat",the information has no border,and there is no border in the newspaper world.An endless stream of new technology innovation media development,the media market with each passing day,under the impact of the new media under the difficult survival of the newspaper industry,and constantly explore the viable way of self-help.In the development of media integration to a certain extent today,the reader's demand is not only the news paper evolved into "electronic paper" content,the market requires a more diversified media form,under the birth of the environment,cross-border mode has apppeared.China's media have ideological and information industry attribute,special macro environment and competitive environment gave birth to cross-border thinking.The spring of the policy has come,the media integration gradually formed;the face of economic downward pressure,newspaper income "cliff-like decline",need to explore the diversified profit model;network training audience fragmented reading mode,the mobile side to become the press New technology for the media to become a necessary condition for the evolution of the media,the news of the newspaper has become so good to look.The impact of new media is a huge and destructive,high-tech R & D corresponds to the high cost of investment,the newspaper is not only facing the transformation of the high cost of construction costs,as well as multi-core communication channels caused by the audience And the attention of the advertisers to the attention of the diversion,however,the newspaper should also see the opportunity in a special environment,in the diversification of demand today,cross-border thinking to become a necessity,the newspaper needs from the content to the channel and even business model upgrade.The only change in the world is the change,in the rapidly changing media market,to explore the business model must continue to carry out that the way ahead is endless,for China's traditional newspaper industry,the need for timely change,we have a long way to go.This paper includes the analysis of the macro environment and competitive environment of the current press,the classification of the cross-border model of the newspaper industry and the typical cases and the principles and possible trends that should be observed in the cross-border craze.Through the strategic analysis of the traditional press analyzes the motivations of the cross-border strategy of the newspaper industry,and classifies the typical cross-border model analysis in the current newspaper market in China.The main modes of the cross-border industry are divided into:cross-border operation,cross-regional operation,Three categories,correspondingly put forward in the economic downturn in the transformation of the newspaper industry in the implementation of cross-border strategic choice of the three advantages of the path,and finally through the cross-border strategy of the status of the implementation of cross-border development should follow the principles,Prospects for the future of cross-border integration of newspaper industry.