A Study On The Transformation And Upgrading Of Local Paper Media News Clients

The high integration of mobile communication technology and the Internet has prompted the rapid increase in the proportion of mobile phone mobile ports.Under this background,traditional paper media have launched their own news clients in response to the strong impact of new media.Among them,local paper media news clients have emerged.,Showing a scorching fire nationwide,and ushered in explosive growth in 2015.However,the status quo of society is constantly changing,and the needs of the audience are also changing.The local paper news clients that have undergone the first round of transformation will gradually lose the favor of users if they are settled in the status quo,and lose the right to speak in public opinion.With a sense of innovation and constantly adapting to the new needs of the public,products that are accurately positioned by the client's brand can be more firmly established in the industry.The thesis mainly takes "Chengdu Commercial Daily",a local paper media mobile client's transformation and upgrading process as an example,and analyzes its development trilogy from local paper media to local client and then to a national news client.It combines journalism and communication.Relevant theories such as learning and marketing,the operation of the "Chengdu Commercial Daily" news client,the reasons and strategies for the transformation and upgrading of the "Chengdu Commercial Daily" to "Red Star News",the characteristics,existing problems and optimization of the "Red Star News" after the transformation Strategies and other aspects have been more comprehensively elaborated.Through case studies,I tried to explore the similarities and lessons learned from the transformation of similar local paper news clients,hoping to find a glimpse of the implications for the further transformation and upgrading of local paper news clients.What background changes have the newspaper industry gone through from paper media to "Chengdu Commercial Daily" to "Red Star News" ? What has happened to the business concept and product positioning of the news client of Chengdu Commercial Daily? What can the transformation and upgrading of Chengdu Commercial Daily do for the transformation and upgrading of local paper news clients? These issues have become an important part of exploring the future development and reform of local paper news clients.The thesis is divided into five parts.In the introductory part,through the literature research method,roughly interpret the research situation of domestic and foreign academic circles on the development of news clients,clarify the significance of the topic selection,and the research ideas and methods.The first chapter is the background and development status of local paper media's transition to news clients.State and analyze the development status of local paper news clients: development is like a mushroom,uneven levels,fierce regional competition,and the development level is not as good as that of central media and other national media.Explain the necessity of further transformation and development of local paper news clients.Chapter two explores the specific operation of the "Chengdu Commercial Daily" client from three aspects: content,audience,and marketing.Summarize the "Chengdu Commercial Daily" in the content operation to cultivate local,pay attention to people's livelihood services,in the audience operation through community interaction to strengthen user stickiness,in marketing,multi-channel promotion,market-oriented development and other characteristics.Chapter three,the reasons and strategies of the transformation and upgrade of the "Chengdu Commercial Daily" client to the "Red Star News" client and the characteristics of the "Red Star News" client after the transformation and upgrade.Analyze the in-depth reporting features of "Red Star News" from the perspective of narratology,and show the differentiated competitive strategy of "Red Star News" after the transformation.Chapter IV,the problems in the transformation of the news client of Chengdu Commercial Daily,especially the common problems of similar local paper media news clients,as well as the optimization strategies based on these problems and their implications for the transformation and upgrading of local paper media news clients.