Research On The Innovation Of Business Model Building Blocks Of "A Newspaper" Under The Background Of Media Convergence

In recent years,with the rapid development of Internet technology,the operation of newspaper is experiencing tremendous challenges.A newspaper which is the earliest metropolitan newspaper in Yunnan,has been supported by advertising revenue for a long time.Since advertising revenue began to decline from 2014,the building blocks of the �Secondary Sales� business model have been unable to adapt to the market's development.With the rise of media convergence as a national strategy,A newspaper has also developed a mobile news client.However,the new media has not become a new source of income for A newspaper,but also needs subsidies from the operation of traditional media.This paper reviews the research status of media convergence and the business model of newspaper enterprises,chooses business model canvas as the main analysis framework,clarifies the problems of �Secondary Sales� business of A newspaper.Combined with the current situation of media convergence of A newspaper,this paper investigates and interviews stakeholders such as users,advertisers,internal staff and senior managers of A newspaper,and analyses the impact of media convergence on the building blocks of business model of A newspaper.This paper further analyses the necessity of restructuring the business model of A newspaper from four aspects: policy,industry,market and the enterprise itself.Based on the investigation and analysis,this paper puts forward the innovative orientation of business model building blocks of A newspaper from content producer to communication service provider.On the basis of this,taking the business model canvas as the analytical framework,combining Schumpeter's innovation theory,value chain theory and stakeholder theory,innovates the building blocks of A newspaper business model.