Research On Traditional Media Transformation

With the economic and social development,the media gradually formed two camps of new media and traditional media.With the further development of Internet technology,the competition between media has also intensified.The development of new media is in full swing.While,the development of traditional media is tremendous and the outside world sings more of the traditional media.In the face of such socio-economic background,traditional media are also actively developing themselves through reform and hope to bring about a new round of development.In recent years,we have seen that traditional media people are constantly using "media convergence" and using their own strengths to develop Their own new media and other means.Although the media did its best to obtain a "freshman," the gains achieved were not very optimistic.This article through the literature analysis and the case study method,from the theory to the reality,takes "Yunnan Daily" as an example to understand the status quo and existing problems in the transformation and development of the traditional media.From the theoretical context,from the media management perspective,Put forward the corresponding strategy for reference.First,I introduce the theory related to the article.Mainly life cycle theory,the "five forces" model of industrial competition and SWOT analysis,these theories for the analysis of the development of the media industry provides a good auxiliary role.Then,the article introduces the development of traditional media from three aspects.The first aspect is the basic situation of the media industry.In today's social and economic globalization,the trend of economic regionalization is obvious,and society is undergoing dramatic changes.China's media,like social development,is also constantly changing.On the one hand,traditional forms of media are constantly adapting themselves to the impact of the Internet such as newspapers,radio and television.On the other hand,emerging media are developing rapidly in the context of rapid economic development and rapid technological change.For example,Thecontinuous improvement of online media and so on has greatly replaced the trend of traditional media.The second aspect introduces the dilemma faced by traditional media.The emergence of new media represented by the Internet provides consumers with more convenient ways of reading news,viewing platforms and more colorful forms of entertainment.However,due to the traditional media such as newspapers,radio and television can not meet the increasing needs of people in the form of communication and efficiency,the traditional media is facing more and more difficulties.The third aspect introduces the exploration of the transformation of traditional media from both foreign and domestic dimensions.Due to the rapid development of the global economy and the ever-changing information technology,Internet technology.Then,the article takes "Yunnan Daily" as an example to explore the existing problems in the process of traditional media transformation.Yunnan Daily Press Group has the assignable role on constructing the provincial media pattern and constructing Southeast Asia and South Asia communication network.It is the cultural industrial group and mainstream media group radiating the South Asia and Southeast Asia.However,as facing up with the traditional business transformation and new business transformation,Yunnan Daily Press Group has insufficient competitive advantage of traditional industry,competitive threats of other products,unmatched talents and demands,lagging internal management mode and reduction of incomes.By aiming at existing problems in Yunnan Daily Press Group,this article uses SWOT analysis method to analyze merits and demerits faced by internal operation of Yunnan Daily Press Group,and opportunities and threats in external operation.The suggestion on transformation of Yunnan Daily Press Group is proposed,including innovative driving,improvement of traditional business competitiveness,expansion of new opportunities,optimization of internal management,breakthrough of talent bottlenecks,and multi-channel operation.