Research On Local News APP Operation From The Perspective Of Media Transformation

This paper studies the media transformation represented by the newspaper media in China,with the news APP created by the traditional newspaper media at the provincial and prefectural levels as the focus of the research,and does not cover other traditional media forms."Shanghai Observer" APP which originated from Jiefang daily,initially targeted at civil servants,and later developed into all the high-end people who pay attention to the political and economic development of Shanghai,which has certain research value.What problems exist in the transformation of local newspaper and media and APP operation? What are the operational advantages of Shanghai Observer? What are the implications for other local news apps? These are the focus of this article.This study mainly uses the methods of literature research,case study and comparative study,and combines the research theories of media convergence,Internet thinking and brand communication.The first part sorts out the media transformation process represented by Chinese newspaper media.From newspaper network contact,newspaper network linkage,newspaper network integration,and even to the present "abandoning newspaper from the network" transformation trend,The problems of media transformation are summarized in the following aspects: professional staff turnover,backward transformation concept,lagging management mechanism,single profit model and improper APP operation.The second part sorted out the creation and development of local news APP.First,combined with the literature,it defined the category of "two micro ends" and local news APP.According to several representative local news apps,combined with comparative analysis of data,the development status of local news apps was summarized.Finally,a case study of Shanghai Observer is carried out,and the establishment process of the two stages from Shanghai to Shanghai Observer is sorted out,and the research value is found.The third part is the operation analysis of local news APP.Analyze the operation logic from the four elements.Combined with the current market situation of news APP,this paper summarizes the operational difficulties of local news APP in terms of download,utilization and original rate.Finally,the paper analyzes the operation of Shanghai Observer.Finally,by returning to the reality and combining with the case study of "Shanghai Observer",In order to promote the transformation of local media and the optimization of APP,six optimization strategies are put forward,namely,network relationship,content positioning,platform construction,user thinking,promotion and operation,and business model.