The Digital Transformation Of Hunan Daily Newspaper Group

With the rise of the Internet information industry,the traditional newspaper was facing a crisis out.To relieve the threat of survival,the traditional newspaper had a change of attitude,which faced the Internet more positive,and created new products through the Internet platform.Hunan Daily Newspaper Group is a typical"beach-goers" of this wave.Hunan Daily Newspaper Group began to explore the digital transformation in 2001.we divide the digital development of Hunan Daily Newspaper Group into three stages base on the concept of "fusion continuum" which proposed by Dai Mo who come from Ball State University and several other scholars of America.The first is cloning stage:the founder of Hunan Online.The second is content sharing stage:Upgrade Voices Online.The third is All media stage:Integration Sunshine Voices.These three stages make the Hunan Daily Newspaper Group' digital transition remarkable:not only won the sustained profitability,but also greatly enhance the brand's influence.The reason why Hunan Daily Newspaper Group' digital transition had such a great success was that she broke the traditional media' mode of thinking.She guide the development of the digital transformation with "Internet Thinking":the first,to emancipate the mind in order to implement the diversified development strategy;the second,to establish a new pattern of group restructuring with continuous integration;the third is actively strive for the support of the provincial government;Finally,to expand its influence by reporting hot events.Hunan Daily Newspaper Group had a great achievement,but it doesn't mean there are no problems:the first,it doesn't focus on building leading transition product;the second,its leading transition products haven't consistently profitable model;the third is the lack of new digital talent training mechanism.These issues shows that transformation of Hunan Daily Newspaper Group is far from completed.The author proposes the following recommendations based on the three questions above:First,we should focus on building the dominant media of the digital transformation;the second,to innovative the way of profit in leading media actively;the third,it's required to establish a talent training mechanism about new digital.We hope these suggestions will be helpful to the digital transition of Hunan Daily Newspaper Group.And we also hope that to provide a reference for other domestic Newspaper Group's digital transition through the analysis of Hunan Daily Newspaper Group.