The Study On The Strategy For The Transformation Of The Converged Media Age Of The Modern Express

With the continuous development of information technology,the impact of new media and social media on urban newspapers is increasing,and print media is facing unprecedented challenges.Which strategy should print media choose to adapt to the needs of the era of financial media?It is a problem that practitioners of paper media think and pay attention to all the time.Facing the pressure of survival,"Modern Express" was forced to transform from 2016 to 2018 with initial results.During the period,it combined the Internet+model to make up for the shortcomings of the channel,the Internet of content presentation,the creative marketing of the front page of the newspaper,and the inclusion of rights protection benefits The combination of transformation strategies,such as one of the earnings approach,has achieved phased success of the transformation and has practical and reference value for the paper media that is currently in the midst of transformation.This thesis takes the modern express newspaper's transformation strategy as the research object and uses the media business management theory as a guide.It uses a combination of case analysis and interview methods to conduct field interviews with the modern decision-makers and key people of modern express newspaper.From 2016 to 2018,the reasons and ideas for the transformation at each stage explore the original intention of the decision makers in formulating the transformation strategy.After the implementation of the transformation strategy,the views of the frontline editors and management personnel involved in the transformation on the transformation strategy.At the same time,a systematic categorization analysis of 146 masterpieces of transformation published in 2016-20]8,combined with media management theory,with a view to examining the characteristics and improvement directions of the transformation strategy of "Modern Express" which is preferred by the audience.The research shows that in the era of media integration,in the study of the transformation strategy of Modern Express,some of the transformation strategies that Modern Express chose to adapt to the time will help it out of the current predicament and achieve phased transformation.From the perspective of differentiated competition and profit model,there is still room for optimization and upgrading in the transformation and development of Modern Express.Starting from the theory of media operation and management,the improvement direction of Modern Express's transformation strategy lies in:reserving professional and technical talents and expanding use value;restructuring the relationship with users and enhancing interaction value;insisting on original products and exploring cross-border integration value.The innovations of this thesis mainly include:First,the research perspective and focus of paper media transformation are different from other researchers.Most of the existing research analysis analyzes the paper media transformation from the perspective of new media or the Internet,exaggerating the external factors for paper media transformation in this paper,starting from the determining role of internal factors,this paper studies the transformation strategy of Modern Express.Second,many people will pay attention to the transformation dynamics and transformation results of paper media,but there is not much research and refinement on transformation strategies,especially There is less research on print media transformation strategies.The strategy of paper media transformation is a dynamic process,bypassing the routine of talking about experience and trends in transformation,and taking the transformation strategy as the starting point,researching and summarizing the stage transformation of Modern Express.