The Analysis On Transformation Gains And Losses Of Rednet

At present,With the development of mobile Internet,the traditional news portal facing a decline in advertising revenue,the loss of customers,the weakening of the influence trend of "fusion" transformation has become the traditional theme of the development of news portal.How to break through the transformation in the fierce media competition,to create a good user experience,good brand efficiency,institutional mechanisms,live news portal,is an urgent problem of the times.This paper reviews the Rednet since the start of 2015 since the transformation of the gain and loss,combined with the development of network communication theory and practice basis compared to other news portals,with media economics,communication,journalism and other disciplines of knowledge,analyzes the typical case of net transformation,focusing on analysis of fusion transformation in the three dimensions of net content,technology and organization,and the deficiency in the process of the transition of the net is analyzed,namely the information service concept is not adequate,integrated marketing communication,lack of talent and technology investment limited etc..This paper argues that the Rednet transformation success thanks to seize the opportunity of development to the Internet,and mobile communication platform and three-dimensional help push the transformation of development,but also the shortcomings of net transformation due to its administrative guidance is too strong,in the market to expand on the strength and breadth is not enough,the performance of the market feedback mechanism is not smooth market,brand conversion rate is low,the original binding mechanism of the vitality of the market.The innovation of this paper is to analyze the advantages and disadvantages of the transformation of the Rednet development model and strategic positioning,and to provide reference experience for other news portal transformation.In a word,the increasingly fierce competition in the media environment,local news portal only establish an efficient market feedback mechanism,set up the brand management idea,grasp the rhythm of reform in the era of mobile Internet to achieve gorgeous,as the news portal for sustainable development and lay a solid foundation.