Research On Problems And Countermeasures Of New Media Strategy Implementation Of H Newspaper Company

With the rapid development of digital technology in China,the emergence of new media has brought new market value to traditional media,but at the same time,it has also brought great challenges in operation and management.Traditional media have tried to transform their business to new media in order to seek a new way of survival.Among them,paper media are facing even more difficulties in traditional media.Getting involved in new media has become the only way for traditional media to keep up with the pace of The Times.In terms of developing new media strategy,H newspaper office has three new media development advantages: abundant radio and television resources,offline brand guarantee,and complete layout of old and new media.However,there are still prominent shortcomings in operation and management.How to find out the problems and deep reasons that hinder the development of new media strategy,put forward solutions and improve the current situation of new media development have become the key problems that H newspaper office needs to solve at the present stage,and also an important way to enhance the market competitiveness of H newspaper office.The development of new media strategy based on H newspaper as a breakthrough point,through the leadership management and relevant staff,on the basis of consulting interviews and field research,in-depth analysis of the new media H newspaper development present situation and the question of strategy implementation,main show is in the news timeliness,content and distribute,new media marketing,and the shortage of resource development on the basis of further analysis of the new media influence H newspaper development strategy implementation constraints,namely the traditional state-owned enterprises system influence,the brand marketing idea lag,lack of professional talents and the lack of salary incentive measures,etc.Finally,combined with the basic situation and development advantages of H newspaper office,this paper puts forward countermeasures,suggestions and safeguard measures to promote the implementation of new media strategy of H newspaper office,including management integration and the creation of a new organizational structure.Content integration to create a central kitchen for news gathering and editing;Channel integration,increase the new media marketing efforts;Business integration,promote the diversification of product system.Safeguard measures include government departments to play a positive role,strengthen cooperation between enterprises,strengthen talent team building and improve the performance appraisal mechanism.