Research On Strategic Transformation Of Listed Newspaper Companies Under The Background Of Media Convergence

With the continuous development of Internet technology and the continuous advancement of media convergence,traditional paper media have suffered a serious impact from serious audience loss and sharp decline in advertising revenue,and many traditional newspaper media have been forced to stop publication or suspend publication.As the most powerful part of China's newspaper group,the development of listed newspaper companies has encountered unprecedented challenges.The main purpose of this paper is to study how to deal with the declining crisis of the newspaper industry in the current media convergence environment,so as to provide effective methods and paths for the sustainable development of China's newspaper listed companies and even the whole traditional media industry.At the beginning of this paper,the core concepts of media convergence and newspaper transformation were defined through literature research,and the development process of media convergence,practices at home and abroad,and the development environment of listed newspaper companies were sorted out.Then SWOT analysis is used to make a brief overview of the advantages and disadvantages,opportunities and challenges of strategic transformation of listed companies in China's newspaper industry.According to the author,the advantages of listed companies in China's newspaper industry mainly include brand advantage,information resource advantage and communication resource advantage.The disadvantages are mainly reflected in the decline of revenue,stagnation of transformation,intensified industry competition,rising costs,single profit model,and weak ability to resist risks.The main challenge for listed newspaper companies is that in the capital operation environment,their business processes become complicated and transparent,which makes the listed newspaper companies good at content and channels quite stressful.Opportunities are mainly reflected in the frequency of favorable policies on the integration of traditional media and new media,the declining share of traditional business of listed newspaper companies,and the rapid growth of new media business.After sorting out and summarizing the transformation paths practiced by China's listed newspaper companies,the author believes that the current transformation ofChina's listed newspaper companies mainly focuses on the following directions: first,tap the potential of traditional newspapers and seek new profit growth points;Second,carry out digital transformation;Third,seek diversified management.The research found that the transformation and development of listed newspaper companies still have problems such as self-centered,poor user experience,low digitalization,insignificant transformation effect,lack of merger and acquisition experience,and serious waste of resources.In view of this,the paper proposes that listed newspaper companies should continue to expand and strengthen the traditional main media business,adhere to digital reading priority,user-centered,reconstruct user connection,establish Internet data center,pay attention to new media talent training,in order to save the newspaper industry decline crisis.