The Beijing News Media Transformation Research

Since the 1990s,with the popularization of the Internet,emerging media that use digital as the main mode have gradually begun to impact the traditional forms of media such as newspapers,radio and television.Under such a trend,such a saying began to spread in the field of news media—the paper media must die.Traditionally known as journalistic professionalism,traditional media proud of their serious authority have been able to fight back against the backdrop of this macroscopic backdrop and have begun the transition.The Beijing News is one of them.In November 2016,for the first time on the occasion of the 13th anniversary of the "Beijing News",it officially announced its all-media platform matrix.This is the gathering of all the achievements in the four years since 2016 when the "Beijing News" announced its 2012 all-media strategy.As early as 2014,the "Beijing News" began to clarify its full-media transformation goals.Subsequently,the concept of "Beijing News+" and "+Internet" were also proposed.In 2016,it also pioneered the "All Media Original Content Production Platform." Among them,the most notable is the "Our Video" created in cooperation with Tencent Video.Under the new media environment,the "Beijing News" is forging ahead and is committed to reforms.It is hoped that it will be able to keep up with the pace of development of the times and take the path of a unique all-media transition.Considering the originality and typicality of the "New Beijing News" full media transformation,this article will regard its all-media transformation strategy as the focus and difficulty of the study.In the introductory part of the first chapter,we will sort out the research on the whole media transformation of the traditional newspaper industry,and elaborate on the related concepts involved.On the basis of the first chapter,the second chapter will briefly analyze China's current political,economic,cultural and scientific environment from the macro perspective.Analyze China's current media environment from a micro-level perspective,so as to explore what kind of environment the "Beijing News"'s all-media transformation strategy is based on.This environment will in turn bring benefits and drawbacks to its transformation.Subsequently,it further explored the specific strategy implementation of the "BeijingNews",including its product launches,channel cooperation,advertising strategies,and its brand operations,property rights protection and other aspects.And under appropriate circumstances,it will be further compared with other traditional media's transformation strategy in order to better analyze the "Beijing News" in the process of transformation in the face of difficulties and challenges,there are advantages and disadvantages.Finally,on this basis,the specific analysis of how the "Beijing News" in the implementation of the strategy how to better play its own advantages,to avoid their own shortcomings and how to absorb the useful experience of foreign countries for my use.Find the contacts that can bring inspiration to the next strategic plan of the "Beijing News",and at the end of the article,propose corresponding countermeasures for its development.