Study On The Media Convergence And Transformation Strategy Of Inner Mongolia Morning News

Nowadays,China's traditional newspaper industry is in the stage of being shocked and ushered in a challenge.The rapid development of new media relies on Internet communication technology and constantly updated smart devices.New media has not only changed the traditional form of communication,but also gradually transformed the identity of the audience into users.What is important is that the development of new media has triggered a wave of traditional media integration media transformation.The Inner Mongolia Morning News,as a large-scale comprehensive urban daily newspaper in the capital of Inner Mongolia,needs to use media fusion to maintain its vitality in the new media environment.On January 1,2019,the Inner Mongolia Morning News' s media integration command platform officially began to operate.The Inner Mongolia Morning News became the first city newspaper in the Inner Mongolia newspaper market to enter the era of media convergence.The Inner Mongolia Morning News' s media integration transformation practice,on the one hand,is to solve problems encountered in the era of media convergence,and on the other hand,it provides important reference value for the future development of other local metropolitan newspapers of the same type.This article takes the research object of Inner Mongolia Morning News and analyzes the current situation of the transformation of the media from six parts.The introduction part focuses on the source of the topic,the research background,the research significance,the research status,the research content,the research methods and the innovation points.The first part,fromthe perspective of media policy,communication technology,user demand and self-sustaining pressure,analyzes the background of the current Inner Mongolia Morning News' s transformation of media and explores its opportunities in the process of transformation.The second part is to sort out the path of media fusion and exploration in the early stage,and show the planning and design of Inner Mongolia Morning News.It briefly summarizes the current operation status of the newspaper from the communication channel.The third part,the specific interpretation of the Inner Mongolia Morning News media integration transformation,including the news acquisition process,the organization structure,the media product evaluation and reward system.And explore its operating mechanism.In the fourth part,a questionnaire was sent to the employees of the Inner Mongolia Morning News to analyze the effectiveness of the newspaper media fusion transformation reflected in the report,and to understand the feedback of the employees on the specific practice of the morning newspaper on the transition path.At the same time,this part also analyzes the working status of Inner Mongolia Morning News employees in the early stage of media integration and the thinking of employees themselves.The fifth part,based on the previous research,finds the problems in the media integration transformation of Inner Mongolia Morning News,and puts forward corresponding suggestions.It aims to provide some reference and reference for the similar media in the media integration dilemma and strive to seek change.The conclusion part puts forward the conclusions and shortcomings of the study.Although media convergence is now in the development stage,it has become a necessary way for traditional media to achieve transformational development by changing production patterns in the second half of the Internet.In order to survive in the environment of media integration,traditional media must not only identify their own positioning,but also grasp the advantages,face up to the disadvantages,and actively explore suitable business models.