Study On Transformation Strategy Of Chengdu Economic Daily In New Media Era

The popularity of the Internet changed the way of people to get information and contents of information requirements.In the whole world,newspapers faced extinction with their production and profit model continued for several hundred years not working any more.At the same time,new media developed rapidly in the recent 10 years.Since the 18 th National Congress of CPC,the government attached great importance to the convergence of traditional and new media.As a result,Chinese traditional media began to explore the way of convergence and transformation.Chengdu Economic Daily(CED)is one of the biggest metro newspapers in China,with its advertising revenue been ranked top three in newspapers.Since 2012,CED also encountered severe problems including the advertising revenue decline and brain drain.In 2010,CED began to explore the all-media transformation.Although this exploration failed at last,CED has been set up a whole development system including app,official WeChat,official micro-blog and three network marketing platform through years of practice.However,due to the problem and lag of development strategy,organizational structure,personnel training and institutional mechanisms,CED is still facing many problems like internal friction,lower content advantage technical force,out-of-date profit model in the process of transition.The development situation of CED is still very grim.Combined with the theory of strategic management of enterprises and the SWOT analysis of CED,the paper will propose the main problems of CED in the development and implementation of strategy.On this basis,this paper will list the beneficial explorations in the transformation and fusion system of other domestic and international mainstream newspapers like Wall Street Journal,New York Times,Shanghai newspaper group in recent years.At last,the author puts forward CED’ s general idea and specific way of transformation strategy.The paper recommends that CED should take the Internet thinking as the core to re-engineer the product ecosystem and to put forward the comprehensive transformation of product form and business model.The paper puts forward three proposals on specific development strategies.Firstly,CED should take its content production as advantage to broaden the content of product form,to meet the needs of users,and to become the professional pan media content provider in the era of new media.Secondly,CED should be fully aware of the key point of Internet era,take business model transformation as soon as possible,so as to change newspaper readers to internet users and to participate the internet advertising competition actively.By strengthening the community economy,upgrading traditional advertisement to native advertising and take data marketing strategy,CED can create the whole media industry system and user ecology,so as to compete with internet enterprise in industry chain.Thirdly,CED should give full play to its absolute advantage in local area,with making full use of its platform advantages,expanding in-depth cooperation with Internet companies,seeking cross-border integration of resources and striving to create a diversified cultural and creative industry group.At last,the paper puts forward the guarantee and measures for the implementation of the strategy,including carrying on the corresponding process reengineering,adjusting the organization structure and management mode,and so on.As a typical representative of metro newspapers,CED has been ranked top three in Chinese newspaper advertising revenues.Research on its transformation strategy,has a certain reference value for other newspapers.