Research On The Digital Transformation Of "Nan Feng Chuang" In Media Convergence

With the development of Internet,traditional media are trying to get rid of old thinking and integrating media actively.As an old magazine,the South Reviews has gradually been trying various ways of digital transformation to find a new way for development while facing the impact of new media.This thesis takes the South Reviews as an object to study how does it make the digital transformation and whether it can transform as a research communication agency or not.Based on the operation mode,service concept and the content production and communication effect of the new media platform in the process of transformation,this article analyzes its products of digital transformation,the characteristics of transformation and the difficulties encountered in the transformation,in order to summarize reasons for the obstacles to transformation and the possibility of successful transformation.There are6 chapters in the main part of the thesis.Primarily,making a literature review on the related research of media convergence and digital transformation and defining the concepts.Additionally,describing the development and status of the Southern Reviews in detail.Finally,making the macro and micro analysis of the three aspects of the digital transformation of the South Reviews and drawing the conclusions.The research results show that the transformation of the South Reviews in the digital transformation is mainly manifested in increasing the digital products of the magazine and changing the management mode.In the macro aspect,the South Reviews broadened its communication channels by using the media applications which has the largest user traffic and cooperated with the aggregated news applications which has the increasing popularity.At the same time,it enhanced the concept of service with market demand awareness and brand resource awareness constantly.On the microcosmic point of view,the magazine's content production in the new media platform,basically grasped the humanized transmission characteristics of micro-blog and WeChat,being more inclined to report the popular opinion hot spot and the content of the depth analysis.However,its communication effects have not yet achieved significant traffic advantages.Generally,the coverage of communication was relatively small,and the audience had little response.The reason is that,on the one hand,there was a lack of motivation in internal integration and transformation.Insufficient integration,poor transformation skills,shortage of technology and talents,and excessively traditional content form were the weakness during the digital transformation.On the other hand,the intense competition in the Internet news market and think-tank market,and the pressure brought by the progress of science and technology came into being the external factors.The result shows that it is difficult to make the transformation come true as the speed and efficiency currently.Therefore,in the further transformation,it is necessary to expand advantages of the existing brand resource,integrate the resources of various platforms,utilize the market demand of the paid content rationally,and strengthen the cross platform cooperation so as to make the goal of transforming into a research service organization come true.