Research On Organizational Change Of The Newspaper Group In The Context Of The Whole Media

At present, communication technology has developed rapidly in China, the number of network users, mobile phones and other mobile terminal users is growing. The vigorous development of new media vigorously impacted the traditional media market,and the media industry has entered a new stage, All-Media era. Audience plummeting has greatly reduced opinion influence of the traditional media and the operating income, so that the traditional media is facing a severe crisis of survival. Newspaper Group, as typical representative of China's traditional media, many of them have taken the whole media transformation as a strategic goal of organizational change.At this stage, the organization change of newspaper group has a certain advantage.The continuous development of communication technology provides technical support for the organization's change in the direction of the whole media. The users'demand for information differentiation is the external driving force of organizational change. The policy measures of the state and the media industry provide a good policy environment for organizational change; The positioning of traditional media and emerging media is increasingly clear. At the same time, it is difficult to break the dilemma of system bondage, high reform cost, lack of dynamic mechanism and reform measures, from the practice of the reform of the newspaper industry organizations in recent years. Throughout the exploring and practice path of the domestic newspaper group organization, there is two modes: First, the primary model of the organizational transformation - the interactive mode of newspaper network, the second is the advanced model - the whole media layout model. The interactive mode of newspaper network is a shallow interaction between traditional media and emerging media in newspaper group. It is a transitional model, and it is bound to have its own limitations under the original architecture of the organization. It takes Guangzhou Daily Newspaper Group's organizational reform as a typical. In the layout mode of the whole media, the organizational change of the newspaper group is a kind of structural integration, the organizational structure, the cooperation mechanism to the market layout structure, all realize the comprehensive deep integration to the liberation daily newspaper industry group, It takes the All media organizational change of Yantai Daily newspaper group as a typical.If domestic newspaper groups want to achieve the strategic objectives of the organization of all media transformation, they must implement a comprehensive and thorough change of the organizational processes, organizational structure,organizational personnel and organizational culture. By the establishment of digital technology platform, creating a new production process, the construction of industrial value chain newspaper groups can achieve organizational process changes; establish a flat, flexible and flexible organizational structure, flexibly use virtual organization; to create a media team, instill all media thinking, establish a talent protection mechanism;establish a common vision of the whole media transformation within the group, create a "people-oriented" core values, and create a learning, innovative and inclusive organizational culture.