Research On The Transformation Strategy Of N Newspaper Media Group Under The Background Of Media Integration

Since the Eighteenth National Congress of the CPC,the CPC Central Committee,with Comrade Xi Jinping as its core,has placed the work of news and public opinion in a more important position,and has successively made new ideas,theories and deployments to accelerate the integration and development of traditional and emerging media.With the continuous development of society in the information age,the influence of emerging media is also growing.Relevant reports show th at th ere are about 800 million netizens in China at present,including 98.3%of mobile phone users and 59.6%of Internet penetration.News clients and various social media have become the first source of information for the masses of the people.It has become an urgent issue to promote the integration and development of the media,to expand and strengthen the mainstream public opinion,to make the mainstream media have strong communication,influence,guidance and credibility,and to focus on the construction of the whole media communication pattern.From 2017 to 2018,it is a turning point for China's media convergence from additive to blending.At present,more than 50 media in 19 cities across the country have begun to implement the reform of media convergence.With "central kitchen" and "x micro-x end" as the standard,the construction of cloud platform of "news + government+ service" as the opportunity,the whole process reengineering of news policy,acquisition,editing and distribution as the core,and the innovation of internal media reward and punishment mechanism as the breakthrough point,the practice of media convergence in China is undergoing.From the beginning to the important stage of running.Under this background,this paper explores the all-round transformation strategy of the N newspaper media group located in the developed coastal areas of China,which focuses on media convergence,in order to improve the competitiveness and sustainable development of the group.The paper is mainly divided into seven parts.Firstly,the introduction and literature review of the article,mainly through the understanding,analysis and research of the background and concept of media convergence as well as the theory of media convergence at home and abroad,lay a solid theoretical foundation for the follow-up study of this article.Secondly,by using Porter's Five Forces Model Analysis and PEST Analysis,this paper analyses the political,economic,social and cultural environment of N Newspaper Media Group,summarizes the development status of N Newspaper Media Group under the background of media convergence,affirms its achievements in strengthening thematic reporting,enhancing the influence of news APP,live broadcasting and short video,and also points out th at it is in transition.In the process of development,N newspaper media group has some shortcomings in mobile priority,integrated communication,digital platform construction,talent incentive and basic management.This paper focuses on the analysis of all-media reform carried out by N Newspaper Media Group,explores the implementation of the transformation strategy of N Newspaper Media Group under the background of media convergence,expounds the transformation development pattern and media strategy of the Group,and points out that the Group exposes in the transformation development such as insufficient policy funding support,serious brain drain,weak product development and operation ability,and internal media capital.A series of problems,such as lack of optimal allocation of sources and insufficient marketization,are analyzed.Under the impact of new media,the serious impact of N newspaper media group on readership,advertising revenue,expressiveness and communication power is analyzed.At the same time,through compiling and sorting out the classic cases of media convergence in the traditional foreign newspaper industry-such as New York Times and the Singapore newspaper industry,this paper makes an analysis and Research on how to establish user connections and how to enhance user loyalty through online and offline activities,so as to provide reference for the development of media convergence in China.The paper also summarizes the successful experiences and laws of the transformation of Zhejiang Daily Newspaper Group and Shanghai Newspaper Group in terms of media convergence,clarifies the advantages and disadvantages of the traditional newspaper group in the transformation and development,summarizes the experience and analyses the failures,and provides reference for the transformation and innovation of N Newspaper Group.?Finally,from the perspective of media convergence,the paper clarifies the strategic deployment of "12345" of N Newspaper Media Group:that is,on the basis of the goal of "building a new mainstream media group based on the Internet",two pillars of development,namely"central kitchen" and "media data workshop",should be constructed in an all-round way;at the same time,they should be realized through three motives:reform and innovation,technological traction and industrial convergence.Four steps of the group's digital transformation,and ultimately establish the competitive advantages of N Newspaper Media Group in five aspects:integration of communication,factor aggregation,creativity,user experience and intelligent management and control.Based on the above research,this paper puts forward some measures to promote the transformation,upgrading and development of N newspaper media group,such as strengthening content construction,building media cloud platform,strengthening the training and incentive of talents,and adjusting industrial structure,innovating system and mechanism.Although the transformation and development of the traditional newspaper industry are facing a more rigorous situation at present,under the guidance of the national macro-policy,as long as the N newspaper media group can adhere to the value concept of news dissemination,strive to explore a reasonable path of media integration,to conduct a deep integration of the content,channels,platforms,operations and management of the resources within the group;and as long as the N newspaper media group can adhere to the value concept of news dissemination;By making bold innovations in concepts,formats and institutional mechanisms,we will surely be able to walk out of a road of media integration with our own characteristics.