Research To The Transformation Strategy Of Regional Newspaper Media D Enterprise Under The Internet Environment

Under the impact of the Internet wave,forum,micro-blog,WeChat,mobile phone client and all kinds of new media rapid development.The diversification of media forms eroding the living space of newspaper.In just a few years,the loss of readers,advertising avalanche,profitability declined,newspaper media companies survive in a dilemma.With the advent of the media business failures in the past two years,the transition,or so dead to become the consensus of the industry.More and more media companies want to get rid of the digital transformation and integration of development to get rid of the fate of being eliminated.Thus,the transformation of the traditional newspaper media to the whole media to become an important issue in the field of media economics.Under the background of this era,this paper revolves around the case of Ningbo local newspaper media,the D enterprise,expounds its transformation ideas,practical measures and problems encountered.D enterprise is a mainstream newspaper media companies in Ningbo,from2009,it build a full media matrix,but the transformation is not effective,in 2012 the total profit is about 36000000,but in 2016,it has been a loss of edge.The author combines a variety of exploration and achievements from domestic media business transformation,in the full analysis of the new media on the basis of Internet technology to change the media survival space,analyzes the causes of newspaper media companies in trouble,especially want to turn but not successful deepseated reasons,and discusses the specific strategies of transformation.At the same time,with the data analysis of the questionnaire,the paper discusses how to use the whole media transformation to get out of the predicament of the regional newspaper media enterprises.This paper believes that,in order to achieve full integration of traditional media newspapers and media enterprises,it need to change the traditional newspaper and new media "two skins" "oil separation" thinking,let the traditional media and new media to realize the depth of integration in the content,channels,platforms,operation,management and other aspects,through between traditional media and new media the channel,complementary advantages,become a new organic whole.For example,to create a full process of news digital sharing system,to build a big data platform,involved in database marketing;brand extension,to resolve the operational risks of a single profit model,etc.In short,in the context of the era of media integration,media companies to embrace new technologies,to keep up with new ideas,from multiple levels to promote media convergence,in order to find a better space for development.