The "market" In Newspapers And Newspapers In The Market

With the continues development of network media, new communication forms appear constently, such as aggregate communication, focus communication, community communication, scene communication, etc. Meanwhile, the �Internet+� has brought four phenomena of "atavism". First, the advertising communication seeks word-of-mouth spread no longer traditional one-direction forced advertisements. Second, the brand strategy upgrades from commercialization to customization. Third, the customized production supersedes the precast production. Finally, shared communication channels replace intensive communication channels. Changes of communication form and the emergence of atavism generate transformations in media management, and bring to the existence of both opportunities and challenges. Meanwhile, E-business has passed E-business 1.0 and E-business 2.0, and marched onto a new stage of E-business 3.0 in which media E-electricity releases collective force.In view of the new trends, the newspaper E-business is chosen as the research topic. Analysis conclusion will be reached to through analyzing the existing literature and clarifying the concept of newspaper E-business. Spreading out from the example of Mabang in Qilu Evening News, the article exerts questionnaire and interview methods to paint a picture of the newspaper E-business operation process, and figures out existing problems along with developing process. Furthermore, crux of the problem will be identified based on theoretical and practical methodologies, and countermeasures of existing problems will be explained and recommended.The thesis consists of six parts.1. Introduction. In this section, the point is made that both press and E-business are embarking a new stage. Media E-business is booming, while newspaper E-business is relatively retarded and undergoing function overlapping, ambiguous positioning and other development bottlenecks. In reaction of this downside, crucial reasons for the troubles will be analyzed and development countermeasures will be put forward. Additionally, internal logics of newspaper E-business will be explored, which clarifies the transformation direction. A literature review will be made and the present literatures and views will be divided into two parts. The view will be held that most existing researches confine as case analysis or generalized views, leading to academic inconsistency and impracticability. At last, thesis research contents and research methods will be introduced.2. Summary of newspaper E-business. There are major differences in the understanding of newspaper E-business. This section will commence with the clarifying of the concept of newspaper E-business. Furtherly, typical developing path of newspaper E-business suppliers will be clarified. The rationality consists of auxiliary means, newspaper transformation strategy selection and upgrading of industrial convergence. The development stages include germination stage, slow development stage and accelerating development stage. This paper introduces three primary press electricity modes: B2 C mode, O2 O mode, and 3O mode.3. Analysis of the case example of Mabang in Qilu Evening News. The thriving environment of Mabang contains both potential opportunities and challenges. The decline in Revenue and the significant expenditure of transformation brings severe stress to the entity. On the flip side, the favoring policy provides with developing opportunities. The development of new media and the booming of E-business is changing value standards and lifestyles of people, which reciprocally, galvanized the thriving of Mabang.4.Analysis of the causes of present predicament. Firstly, Because communicators lack new media product gene and traditional readers cure their minds, newspaper E-business has many operational problems, such as the lack of content and services association, too much cost of operating. The curing thinking and communication effect collision caused disseminator optimistic and pessimistic spirit ecology, some blind confidence, or lack of confidence. Secondly, with the limitation of transmission channel resources and integrated marketing communication space, newspaper E-business message space is narrow, leading to some problems such as platform information update delay, a single commodity description, the lack of customer care and brand communication. In addition, newspaper E-business is actually a market in newspaper. It can bring profits in a short period of time while E-business communication affect the content advantage and brand value in long term. Finally, I point out that newspaper E-business is living on the margins of society. It is faced with the game of old and new media, and the conflict of interests inside media organization.5. Some development countermeasures of newspaper E-business with reference of successful cases. No matter how the press transform, the users should be the core and foundation. So in-depth knowledge about local user market should be the first step of newspaper E-business. First of all, the user segmentation, and then providing convincing or strengthening information to different users. In the second place, it is necessary to set up user database and develop community E-business. In addition, it is important to cooperate with local newspapers and create regional comprehensive newspaper E-business platform. Moreover, newspaper E-business can make use of the power of social media and E-business behemoth, instead of stopping in the past. Finally, communicators should put eyes on the long term. Newspaper E-business should strictly control the product quality, extend the mother brand, and better to use independent operation way to reduce electricity consumption of media brand.6. Conclusion. In this part, I summarize the paper research content, point out the existing shortcomings, and make outlook on the future development of newspaper E-business.