The Research Of Transformation And Development On?Modern Family Newspaper?in Vertically Subdivided Fields

Founded in January 1985,Modern Family Newspaper is a nationwide supplement weekly newspaper.Since its first issue,it has experienced several revisions,and edition transformations.In particular,its specialized transformation practices during the past five years have achieved dual successes in terms of its content reputation and market effect.However,along with the decline of today's traditional paper media and the burgeoning trend of integrity&transformation,Modern Family Newspaper,like many other paper media,is facing the problem of how to break through its bottleneck by means of another transformation in order to achieve fast growth in such a sunset industry.The current situation of Modern Family Newspaper is an epitome of China 's traditional paper media.As one of the fields most sensitive to China's social progress and development,the challenges and dilemmas faced by paper media also reflect China's overall economic complexities.Facing such a predicament,China's traditional media practitioners have to march forward fearlessly and explore new transformation paths for traditional media in a confident and vigorous way.However,limited by various factors like current policy environment,talent reserve and institutional constraints,the transformation path is doomed to be winding and rugged.This thesis presents an overview of paper media transformation in the developed world,as it is necessary to get a glimpse of newspapers from a global perspective if anyone desires to study the transformation of China's paper media.Essentially,such studies have to summarize general principles from cases of paper media transformation in different countries and backgrounds;then combined with the transformation of Modern Family Newspaper,such studies can extend their scope from general field to vertically subdivided fields.In this thesis,the writer will elaborate the status quo and transformation growth of paper media in China and other major countries in the world in terms of strategic management and industrial innovation.By virtue of case study and summary,the writer will systemically study the general principles for the transformation of newspaper in vertically subdivided fields.By discussing newspaper transformation in vertically subdivided fields,this thesis goes beyond previous studies,which always focus on content and innovation in direction&philosophy.Afterwards,it explains the internal&external conditions necessary for the transformation in vertically subdivided fields as well as the points for attention during the transformation process.With Modern Family Newspaper as the major study object,this thesis seeks to elaborate newspaper's transformation attempts during the past years from such aspects as the determination of transformation philosophy&direction,organizational structure,perspective selection,talent training,and salary system building.Specifically,the author explains how Modern Family Newspaper conducts media upgrading&integrated transformation in parenthood industry and senior citizen tourism.Besides,this thesis also specifies how Modern Family Newspaper determined its transformation model in the above two major fields as well as the new actions it took to realize transforming growth in vertically subdivided fields.The transformation of newspaper is concerned with the future of every media practitioner,and the healthy and orderly growth of newspaper industry is a key requirement for improving the institutional reform in China's cultural industry.With the transformation of Modern Family Newspaper as the example,this thesis attempts to share the secrets of newspaper's transformation,upgrading and growth in today's mobile Internet era.