Research On The Transition Path Of Traditional Media Industry Under The Background Of Internet

Traditional media industry represented by the newspapers, radio,television, magazines, movies, book publishing is facing pressure on the transition in the background of the Internet. Through the analysis of the traditional media industry facing the transition dilemma and the reasons,and on the basis of media industry theory and industry chain theory,Under the influence of the Internet, the competition relationship of the media industry chain has changed, and all aspects of the industrial chain have been reconstructed. The various aspects have evolved into three core links: content production, product circulation and product consumption.This paper analyzes the evolution characteristics and operating mechanism of the three core links, and puts forward two paths of traditional media transformation based on focus strategy and the developmental logic of the Internet. The case study is used to study the transformation of Hunan TV and The Paper, analyzes the transformation process of the two enterprises and verifies the two transformation paths of the traditional media enterprises.Through theoretical and empirical research, this paper draws three conclusions: 1) Through the theoretical research, it is found that under the influence of the Internet, the media industry chain has evolved. The industrial chain is reconstructed into three aspects: content production,product circulation and product consumption. The development of industrial chain presents the trend of vertical specialization and horizontal integration. 2) Media enterprises transformation has two paths. First, to focus on strategic control of the industrial chain of the content of the transformation of production links to become professional content providers, another path is based on the Internet developmental logic to implement the platform strategy becoming integrated content operators. 3)Through the case analysis of Hunan TV and The Paper, Hunan TV has successfully transformed into a comprehensive content carrier by using the platform strategy. The Paper adopts the focus strategy to control the content production transformation into professional content provider.Content production as a competitive source of traditional media in the transition process has played a significant role.