Research On Transformation And Development Strategy Of Y Newspaper In Big Data Era

Big data is the kind of data,which orders of magnitude at least in“terabytes”(2⁴⁰bytes)and above,size exceeds the traditional metric range,and ordinary computer software is difficult to find,collect,save,manage and analyze.From the aspect of computer operation and processing,among them,the unstructured data which can not be expressed in terms of numbers or unified structures,for example,frequently used video,audio,pictures and various documents in news media,its mining and analysis face more challenges than the structured data which stored in a database with a unified structure and format.Y Newspaper is facing not only important opportunities,but also many new challenges and problems to promote media integration and realize transformation and development under the background of big data.Among them,including what kind of news information production mechanism and profit model can better meet the practical needs of the transformation and development under the background of big data.Whether from the perspective of theoretical research and practical needs,it is urgent to strengthen systematic research from the strategic level.Therefore,this paper focused on the transformation and development strategy of Y newspaper under the background of big data.By using the knowledge of strategic management such as PEST analysis,Porter's Five Forces Model and SWOT analysis,etc.this paper analyzed the internal and external environment of Y Newspaper,and clarified the opportunities and challenges,advantages and disadvantages faced by the transformation and development.On this basis,the paper made a judgement on the choice of the applicable strategy of Y newspaper company strategy,and put forward the transformation and development target of Y newspaper in the era of big data should aim at the strategic transformation of“platform enterprise”.Combined with the media transformation and development cases at home and abroad,the paper got three enlightenments:formed an important concept-“platform enterprise”;under the background of media integration,Y newspaper should be transformed into“platform enterprise”,the media as a“public opinion platform”becomes the cost center,and the profit platform should be transferred to other industries supported by media;using the concept and technology of big data,reengineers the two processes of Y newspaper news editing and full media product production,produces“exclusive”news products,provides products and services with core competitiveness for the“platform”operation.