The Transformation Of Newspaper From The Perspective Of Disruptive Innovation Theory

In the digital age,the newspaper industry facing a slump is exploring a diversified transformation path to achieve transformation.Borrowing Professor Xiong Chengyu(2006): "All media will move closer to electronic and digital." Traditional Chinese media began to rely on the Internet and mobile Internet technologies to continuously innovate information products and enrich media forms and modes of communication.However,looking at the newspaper market in China,the user community is still being eaten by social media and major Internet companies,and advertising is also facing a cliff-like decline,and the traditional profit model is no longer applicable.Traditional media are looking for a path to transformation that suits them.The theory of disruptive innovation was originally proposed by Professor Christensen in the field of economic management to explain the ups and downs of companies in the US hard disk industry in the 1990 s,and was cited in the journalism and communication industry.Scholars believe that traditional newspapers can complete digital transformation and consolidate their market position through the internal logic of disruptive innovation theory.The Beijing News,since entering the Beijing market in 2003,has grown from a media company that was not optimistic at the beginning to a pioneer in the digital transformation of traditional media in just 16 years.The Beijing News is the representative of China's urban newspapers.The path of its transformation and the logic behind its transformation represent the digital transformation direction of this kind of newspapers in China.By reviewing the transformation process of the Beijing News,this study believes that the characteristics and trends of the Beijing News in this process are consistent with the overall logic of the disruptive innovation theory.Based on this,the paper will try to combine the theory of disruptive innovation,from the three dimensions of technology,business model and value network,to take the Beijing Metropolitan newspaper representative in Beijing's newspaper industryIV transformation,the Beijing News as a case study,by the fieldwork to analyze thehistorical background,development concept,operational practice and transformation path of the Beijing News since its publication,to summarize the experience of the Beijing News in the transformation process,in order to provide a powerful reference for the digital transformation of China's newspaper industry.There are six parts in this paper.The first chapter is the introduction part,expounds the research background of this paper,and puts forward the research questions,research methods and research framework,innovation and deficiencies.The second chapter is the literature review section.It provides theoretical support and research experience for this research by combing and summarizing the disruptive innovation theory,the digital transformation of the newspaper industry and the related literature of the digital transformation of the Beijing News.The third chapter focuses on the theme of "technical disruption",from the three links of news production:collection,processing and distribution,showing the transformation of the Beijing News news production driven by the technology,trying to outline the technical map of the Beijing News.The fourth chapter is the "commercial disruption" under the transformation of the media environment.It elaborates the breakthrough and innovation of the Beijing News business model from the three aspects of "advertising customization","copyright cooperation" and "media + capital".The fifth chapter focuses on the renewal and expansion of the value network of the Beijing News,and discusses the evolution of the value network and market performance of the Beijing News as a media company.The sixth chapter is the conclusion.This study believes that the disruptive innovation theory runs through the whole process of the transformation of the Beijing News.Through technological changes,business model innovation and the continuous updating and development of its value network,the Beijing News has built itself into a very diverse Chemical,localized,and intelligent resource integrators and service providers.It is worth noting that the creation of small independent institutions and the shaping of corporate culture in the theory have provided effective and effective guidance for the sustainable development of China's newspaper industry.With the rapid development of urbanization in China,urbannewspapers will once again usher in the golden age.