Research On Problems And Strategies Of Peixian Daily Omnimedia Transformation

With the development of network technology and digital engineering,the new media such as portal web,mobile media,We Chat and etc are emerging.Their emergence creates new channels for public's access to information,and is loved by its users because of it is more convenient practical and interactive.However,every coin has its two sides.The traditional media has been seriously threatened because of the emergence of these new media.For example,the circulation of newspaper is declining dramatically,the advertising revenue is gradually shrinking,and its living space is squeezed.How to survive and develop in this era of the Internet has become the most important issue for all the traditional media,including newspaper.Therefore,a great many newspapers try to merge with the new media to find out a suitable method to develop themselves.At the present time,many domestic newspaper groups are trying to push forward omnimedia reform gradually by means of developing new media,adjusting inner structure or creating new profit model,with their own actual situation into consideration.The academic circles and industry are also studying the theory and application of the omnimedia development.In this background,this paper will take Peixian Daily as an example,and discuss the necessity of omnimedia transformation by analysis of the survival environment of newspaper and the development of media industry.In order to enhance the core competitiveness and transmission power of Peixian Daily,this paper also analyzes the present situation and existing problems of omnimedia transformation,and find out effective countermeasures.The specific case will have a great significance in promoting the transformation of Peixian Daily and enrich the case study of omnimedia reform.It also provides practical experience for the other newspaper.This thesis includes seven chapters.In addition to the beginning and end the major part is the second chapter to the sixth chapter.The second chapter mainly introduces the medium integration theory and omnimedia's concept and features of spread.This chapter also introduces the relevant theories of the newspaper industry's transformation of omnimedia,such as the theory of industrial transformation,new core competitiveness theory.The third chapter firstly analyzes the necessity and possibility of the newspaper industry's transformation of omnimedia,and press the importance of the transformation of the omnimedia.At the moment,analyzes the omnimedia operation modes of Yantai Daily Group?Nanfang Daily Group ? Zhejiang Daily Group of the specific case,to summarize the omnimedia development trend of domestic newspaper groups and practical experience.The fourth chapter focuses on conducting a more detailed description and analysis on the omnimedia operation practice of Peixian Daily in recent years,which laid the foundation for the following article to analyze and solve problems.The fifth chapter and the sixth chapter are important section of this paper.On the basis of previous analysis,this part pays attention to the discussion on problems of the omnimedia operation practice of Peixian Daily,and puts forward some concrete countermeasures such as system reform ? core competence ?organization structure.Through these analyses,the author hope that the omnimedia transformation of Peixian Daily can have a more smoothly road in the future.During the writing process,I realize that the newspaper is facing many kinds of difficulties and opportunities under the circumstances of the media revolution.However,there is always a solution to the problem.Peixian Daily should follow the trend,seize the opportunity and look for a new carrier to have a new development in the transformation.Because of the omnimedia reform is confined by some factors,Peixian Daily must recognize its own realistic foundation and has a proper orientation in the transition.If you follow others blindly,you will fail.In addition,this article doesn't specifically discuss the problem that how to integrate new media with traditional media in the real sense of the word due to the limitation of the author's ability and data.This is also the regret of the article.