Research On Transformation Of Chongqing Daily Newspaper Group In The Background Of Media Convergence

Media convergence is a hot topic in fields of communication and media industry in recent years.With the rapid advancement of the digital technologies,more and more new media like Weibo,WeChat,mobile news client emerged,both people's lifestyle and the way to get news were changed,they also bring huge challenges to the survival of traditional media,ecological pattern of communication have changed greatly.What behind the flourishing development of emerging media is the gradually withered of traditional media,readers lost,advertising revenue declined,backwardness of technological and concept etc,all of above reasons make the traditional newspaper group lived in tough environment.In recent years,an increasing number of Newspapers closed is the Powerful proof that “the cold winter of newspaper industry”will continue in next years.On the other hand,with the development of Media convergence theory and practice increasingly mature in our country and rised to national strategy,many domestic newspaper groups have tried successively and embark on the road of integration.Chongqing Daily Newspaper Group as the leading party newspaper group in the western region,speedind up the pace of media convergence is the important strategy to respond the change in the media industry,it's also a effective attempt to following aspects:such as improve strength of Party Newspaper Group?lead public opinion have a better development etc.This article combined with the macro background of newspaper group transformation,summarized the transformation elements already involved in the newspaper group,list the Zhejiang Daily Newspaper Group etc as example of transformation,Adopt SWOT analysis to study the internal and external environment of Chongqing Daily Newspaper Group in the background of Media convergence,then identify it's strengths and weaknesses,find out the problems in the transformation process and provide countermeasures.This article is divided into five chapters,first chapter is the introduction.Second chapter is introduced the background of integration and transformation of newspaper group,analyze the transformation elements have been emerged,and list some paradigm.Tird chapter adopt SWOT analysis to study the internal and external Development Environment what Chongqing Daily Newspaper Group facing.Fourth chapter mainly introduced series of practice that Chongqing Daily Newspaper Group already carry out.Fifth chapter is corresponding countermeasures,aimed at problems that proposed above and put forward Suggests,include build technology platform,produce quality content,breakthroughs the system limits,exploring the management model of the emerging media group,deepen cooperation between government and enterprises etc.In the process of writing this article,I have clearly grasped problems of Chongqing Daily Newspaper Group through collected research data on media covergence,and interviewing the leaders of the Group and “Upstream News”APP.This paper combed the overall background of domestic Newspaper Group and combine the reform practice of the media industry,put Chongqing Daily Newspaper Group in the environment,analyze it's problems,finally through list examples provide some valuable reference.Throughout the past,what technology brings is only the increase of media forms,since the advent of newspapers,there are many different media have emerged,such as radio television and internet etc,but the status of the newspaper has never been replaced.Under the tide of media convergence,the group with Chongqing Daily as the core can strengthen concept construction,platform construction,mechanism construction and whole media talent team construction,only in this way Chongqing Daily Newspaper Group can realize the target of improve overall strength and influence,and stepping forward into the new mainstream media group.