Research On The Transformation Of J Newspaper Group's Profit Model Under The Background Of Media Convergence

Under the steady development of Chinese society in new times,the information technology is changing the living style of people imperceptibly.Electronic products such as computer,mobile have brought China into the era of Internet.The shift of reading habits of people forces more and more advertisers to invest in new media.There is obvious comparison between the shrinking traditional media and advertisement and the rapid increase of new media and advertisement.The rapid development of new media has created desperate situation for newspapers.The profit mode which takes publishing and advertising as two pillars is dragging the newspaper companies into death-or-life challenge.Against this background,if the newspaper company wants to make a breakthrough,it needs to keep pace with the times and change its traditional profit mode to enhance its competitiveness on the market.The single profit mode of traditional newspaper companies not only cannot ensure the survival of paper media,but also cannot adapt to the integrated development of newspaper companies.How to combine with the current development status of Chinese society,how to make a break on the operation mode of traditional newspaper industry,how to integrate with new media technology....There questions are thrown to newspaper companies,waiting their urgent solution.Under the support of "The Long Tail Module" and "Value China Theory",this thesis analyzes the internal and external environment of J newspaper company.It starts with five factors in profit mode:profit point,profit source,profit object,profit lever,and profit barrier.It goes deeper to evaluate the profit mode of J and the contradictory between the current profit mode and the media integration strategy.When it comes to the study of profit mode of newspaper industry,the thesis combines the "Long Tail Theory" together and starts from the current profit mode of J and the bringing of innovative mode such as mobile APP operation,advertisement operation,etc.The traditional profit mode of J is under constant development step by step."Value Chain Theory" is used to study the readers maintenance,industrial structure adjustment,operation innovation and revolution.The new profit mode of J is built under media integration trend.The innovation of this thesis is that it lays on the actual need of traditional paper media and media integration development and bases on theoretical research of profit mode.It focuses on the specific situation of J in media integration development and five factors of profit mode.The current status and existing problems of J concerning profit mode is analyzed in this thesis.What is more,the thesis also proposes suggestion to solve the weak points in each profit factors and build new profit mode matching with development strategy.The research conclusions of this thesis also have general meaning for other,hoping to provide theoretical reference to similar newspaper companies in the transformation of profit modes.