Research On All Media Transformation Strategy Of A Newspaper

With the rapid development of mobile Internet industry,traditional media,especially the newspaper industry,are facing the dual environment of the growth of emerging media industry and the decline of newspaper revenue.In this context,the relevant departments issued policies to encourage and support the transformation of traditional media to all media and the integration of new media.Some domestic media groups have formulated all media transformation strategies,trying to reverse the situation and gain a foothold in the new media market pattern.Under the wave of Omnimedia transformation,some traditional media have improved their operation efficiency,enhanced their revenue capacity and contributed useful ideas and practices through Omnimedia transformation strategy.However,due to the different situations among the media,there is no fixed mode for the all media transformation of traditional media.Therefore,it is necessary to study and analyze the specific situation and respective conditions,and explore the all media transformation strategy to meet the needs of their own development.As a member of the media market competition,in recent years,a newspaper has been actively trying to transform,expanding the influence of news reports through new media channels,and formulating the operation plan of "producing fast content + filling new channels + generating new benefits".This plan has played a positive role in the initial stage,and its communication power,influence and credibility have been improved to a certain extent,But the development is far from the expected goal.The main reason is that in the process of transforming to all media,a newspaper has not formulated enough scientific and reasonable transformation strategies,lacks clear development orientation and goals,and the formulation and implementation of some transitional programs are only limited to a single department,with unclear ideas and no top-level planning focusing on the newspaper as a whole,Moreover,it failed to combine the Internet thinking to innovate the newspaper's operation and management mode,improve the production process and broaden the business channels.In this context,with the help of enterprise strategic management and other related theories,this paper studies the all media transformation strategy of a newspaper.Firstly,this paper defines the basic concepts of all media and media convergence,and makes a comprehensive and systematic analysis of a newspaper's transformation strategic environment combined with the strategic management theory.In terms of the macro environment of a newspaper's transformation strategy,it combs and analyzes from four aspects of politics,economy,society and technology;At the same time,combined with the historical evolution and industrial development of all media transformation and Porter's five forces model,this paper summarizes the industry environment of a newspaper's transformation strategy by using Porter's five forces model,and comprehensively analyzes the internal environment of a newspaper's transformation strategy,finds out the problems faced,and analyzes and verifies the necessity of a newspaper's all media transformation.Secondly,combined with SWOT analysis,this paper analyzes the advantages and disadvantages,opportunities and threats of a newspaper's all media transformation,and clarifies the strategic direction,strategic positioning,goals and strategic choices of a newspaper's all media transformation.Thirdly,it studies and formulates the implementation plan of the strategy,and puts forward the safeguard measures for the implementation of the transformation strategy.Generally speaking,the current organizational structure and operation mode of a newspaper can not adapt to the market development,the competitive advantage is not fully utilized,and the revenue ability is weak.In this regard,this paper studies and puts forward the strategic direction and path of a newspaper's all media transformation,adopts the developmental transformation strategy,defines the time line,determines to speed up the media integration,and establishes the all media center;Optimize product structure and innovate profit model;Give full play to competitive advantage;Set up data research institute;The specific implementation plan is to set up a talent team,make the industry university research interaction bigger and stronger.For the smooth implementation of a newspaper's all media transformation strategy,the study also proposes to improve and guarantee from the perspectives of organizational structure,talent,system and cultural construction,and financial security.This paper holds that the all media transformation strategy should actively adapt to the new situation of market development and enhance market competitiveness on the basis of realizing long-term stable development of operation.The transformation strategy should fully consider the change of business mode and follow the law of the development of Internet market economy.I hope this paper can provide some help for the all media transformation of a newspaper,and also hope to provide a useful reference for the all media transformation and development of other domestic newspapers.