A Study On The Transformation Strategy Of Traditional Professional Paper Media D Newspaper

Nowadays,the healthy life of the Chinese people is inseparable from the support of health science popularization work,and health science popularization report is an important component of this work,which is driven by the national policy and the national demand.In the traditional media and new media,there is a great difference between the characteristics of them.Today is in the era of rapid development of media,Wechat,Micro-blog,Short video,mobile phone client,and other new communication technologies,making the survival of traditional paper media increasingly narrow space.Therefore,it is necessary to evaluate the existing situation of the paper media of health science popularization in China,so as to optimize the paper media of health science popularization and provide reference for it to play a prominent role in the navigation of public health.Standing in the context of omnimedia,this article collects many successful cases of domestic and foreign paper,through case study method,horizontal comparison method and participatory observation method,this paper makes an in-depth study on the transformation of D newspaper’s omnimedia operation,expounds its transformation ideas,and analyzes its concrete operation and the all-media strategy formed,this paper discusses the problems and solutions in the process of the transformation,and the contents formed can be used for reference in the reform of China’s traditional paper media.First of all,this article sorts out the D newspaper’s own situation and the development environment.Through the collection of information on the development of D newspaper,the current state,the basic situation,characteristics,advantages and disadvantages of such an analysis,the paper uses PEST analysis and porter’s five forces model to analyze the macro and micro environment and competitive situation,and explains the necessity and operability of the transformation of the newspaper.Then,combining SWOT analysis to analyze the advantages and disadvantages,opportunities and challenges of the newspaper,and finally extract its transformation strategy under the full media,in order to ensure that the media enterprises to achieve industrialization,marketing,localization of the overall development plan.In this paper,the theory of enterprise transformation,strategic change and strategic renewal are used to discuss the transformation and development strategy of the newspaper office,and the expansionary strategic plan is demonstrated and confirmed.At the same time,it concretizes the development strategy of the newspaper office,and points out that the newspaper office needs to optimize its business layout,fully carry out media integration,take the news main business as the core,actively mold the core competitiveness,formulate diversified strategies,and carry out integration,so as to realize the optimization of resources,to explore the development of all-media,make the newspaper’s profitability enhanced,make the modern enterprise system can take root in its internal.Finally,this paper considers that it is both feasible and necessary for the newspaper to carry out strategic transformation in the context of all-media,and that scientific and reasonable development planning can make it develop better,it can be used for reference for the optimization of other traditional paper media enterprises.