Research On The Construction Path Of New Media Matrix Of "Chengdu Commercial Daily" From The Perspective Of Media Convergence

With the deepening application of Internet technology in the media industry,media convergence has gradually become the mainstream development trend in the industry.The three traditional media including radio,television,and newspaper took the lead in stepping in the transformation based on their own foundations,so as to adapt to the needs of increasingly diverse audience demands and consolidate their authoritative status in the media field.Throughout the domestic and international situations,it can be seen that media convergence has already attracted the attention of scholars and practitioners both at home and abroad.In the traditional media,the newspaper media has experienced a significant decline whether in terms of the circulation of newspapers,advertising revenue or the number of newspaper types.The shrinking newspaper industry has become a huge challenge in the whole industry.Under this circumstance,many newspaper media members have taken the lead in reform and transformation.They have seized the opportunity of media convergence and enjoyed the benefits of the technology dividend earlier.They have completed the upgrading of industrial structure and the transformation of profit model,which has stimulated the vitality of the newspaper industry.At the same time,through transformation and upgrading,the newspaper media has greatly satisfied the audience's demand for information acquisition.It has consolidated the authoritative status of newspapers in the hearts of the audience and considered the social and economic benefits when the entire media industry was turbulent.Therefore,whether to integrate newspaper media better with the Internet media or to promote the newspaper industry to meet the needs of the audience,either one is the subject that should be paid attention to.The development of Internet technology and the formulation of a national strategy for media convergence indicate that the transformation of the newspaper industry has entered a critical period,and traditional media has shown a tendency to extend to new media platforms.The development of media convergence in the newspaper industry has so far experienced three stages from preliminary contact with the network,cooperation with portals to extension to mobile devices.In the current transformation of the newspaper industry,the expansion of new media business has played an important role.Under this background,this paper puts forward the study object: new media matrix of Chengdu Commercial Daily.At present,more than eighty percent of the mainstream newspaper media in China have established the new media communication matrix.As a pioneer in the construction of the new media matrix in Sichuan,Chengdu Commercial Daily has achieved remarkable results in Sichuan and the whole country.In recent years,Chengdu Commercial Daily has overcome the shortcomings of regional distribution,using mobile communication to expand its online influence and comprehensively build national influence.In addition to traditional newspapers,Chengdu Commercial Daily has also successively cultivated multiple content brands including Mobile Client,Weibo and We Chat Public Account,Daily Economic News,Hong Xing News,Tan Zi,Sichuan Famous Doctor,and Chengdu Children 's Group.At the same time,with an open and win-win mentality,it has cooperated with national mainstream information platforms to ensure the high-quality content to be issued out of Chengdu and Sichuan.Nowadays,"newspapers" have already broken through the concept of paper publication and become the complex content output subject with diversified production,multi-terminal presentation and multi-platform distribution.Although the new media matrix of Chengdu Commercial Daily has achieved some results,there are still problems in its construction process,waiting for the scholars to study the causes and give relevant solutions.Therefore,it is of great reference value for China's traditional newspaper industry to study the construction path of the new media matrix of Chengdu Commercial Daily.It especially enables regional local metropolis newspapers that are relatively lacking in funds,policies,talents and technology to regain their vitality from the study..It has certain supplementary value and significance for the transformation of China's newspaper industry and the expansion of the media convergence path.This study is carried out in the context of media convergence and gives the summary of the new media matrix.From the perspective of the industry,professionals and users,it seeks to find the problems and related causes in the construction of the new media matrix of Chengdu Commercial Daily and proposes the targeted and practical construction path.This paper adopts three study methods accordingly which are literature research method,text analysis method and investigation research method.The paper's study perspective and study object are summarized by literature analysis method.Through the data obtained from text analysis,questionnaire survey and in-depth interview,the paper makes a scientific analysis on the problems and causes of the new media matrix of Chengdu Commercial Daily.On this basis,the following four conclusions are put forward: First,the construction and overall development of the new media matrix of Chengdu Commercial Daily are recognized by the industry,professionals,and users,and the overall sentiment is positive;second,the problems of the new media matrix of Chengdu Commercial Daily appears in four aspects,which are lack of promotion,serious homogenized content,weak product distribution and advertising push,and lack of communication between various media;third,the causes of the new media matrix problem are the deficiency of new media matrix promotion policy,incomplete content production and editorial mechanism,the unstable new media matrix profit model,and the relative independence of new media;fourth,as to the problems of the new media matrix,the construction path is proposed to strengthen the matrix content and audience positioning and publicity,improve the production requirements of the new media matrix content,optimize the structure to promote the upgrade of the new media matrix industry,and improve the matrix internal media contact mechanism.