Research On The Development Of "Wlanchabu Daily"(Mongolian Edition)under The Media Convergence Environment

At present,the rapid development of new media has changed the way people get information and brought great challenges to traditional media.As the traditional media,the original dissemination advantage of the Party newspaper has weakened,and the main channel for people to obtain information is no longer the newspaper,while various new media occupy this important position.In view of this development trend,China put forward relevant opinions on promoting the development of new and old media convergence in 2014,and media convergence has become a national strategic goal.Since then,led by the central media,local media have begun to explore their own integration path,supported by advanced technology and based on content construction,in-depth integration in various aspects,to establish a powerful emerging mainstream media and form a modern communication system at the same time.Up to now,it has achieved remarkable results in various media industries nationwide.Taking this media convergence as the background,this paper analyzes the transformation and development of "Wulanchabu Daily"(Mongolian edition),the prefecture-level party newspaper of Wulanchabu City.The whole article is composed of six parts.The first part is the introduction and literature review,which mainly expounds the concept of media convergence and the development status at home and abroad,the concept of city party newspapers and the development status of party newspapers at all levels,paving the way for the actual research behind the paper.Secondly,it divides the development course of ""Wulanchabu Daily"into four stages,summarizes the development characteristics and achievements of each stage,and discusses the current organization structure,talent team and management of the newspaper.Again,through investigation method and content analysis method to the "Wulanchabu Daily" of the content of the paper media and new media platforms,channels,transmission form analysis,sums up the current situation of the development of newspaper under the background of media convergence,in the development process of affirming its achievements of paper-based media and new media platforms at the same time points out that the newspaper in the transformation of development process,In the construction of new media,content,channels,operation,management and other aspects of the existing deficiencies.Finally,the paper from the perspective of media integration development,in view of the problems existing in the development of the "Wulanchabu Daily" newspaper and the future development,should put forward strengthening content construction,set up a variety of new media platform,pay attention to the cultivation of the talent and the construction,characteristics and through the newspaper,do precise audience positioning,improve the original strength,create local characteristics such as content constructive suggestion.Article thinks that although the municipal party newspaper facing unprecedented transformation and upgrading of the test,but under the national policy vigorously promote and guide,insist to do high quality content "Wulanchabu Daily",according to the construction of the content as the basis,broaden the channels,trying to explore the media fusion development way,we will be able to have unique fusion of local party newspaper.