A Study Of Intergration Of Newspaper And Internet From The Development Of Gd.qq.com

As advertising revenues of newspaper industry in our country has been declining since 2005,its economy is placed in a dilemma.What’s more,the lack of strong government support and inferior position in competition with network media also lead to the poor development of newspaper industry.The continuous exploration of the newspaper industry and academic world comes into conclusion that only when paper media integrate with network media and all media realize their integration,can they pave the road to innovation and success.Paper media and network media collide with each other and,however,integrate with each other at the same time.Nowadays,most newspapers carry on reform by the integration with new media,such as establishing their public platform,developing their mobile client,etc.In this way,paper media are able to keep on developing and network media are also capable of reaching to a higher level.To correspond to such tendency,Tencent has set up a series of regional websites,such as Chengdu net news,Chongqing net news,Guangdong net new,etc.The regional websites provide wide coverage,rich content,and high pertinency.While continuously reforming their own platform,the regional websites carry on good interaction and cooperation with other platforms of Tencent,which contributes to the long term mutual benefits.Guangdong net news is Tencent’s first regional website that was established in the first-tier city.Also,it is the product of the win-win combination of Tencent and Nanfang Media Group.Guangdong net news is the regional website established under the collaboration of Tencent and Nanfang Media Group.There are 12 channels,including news,entertainment,financial management,property,automobile,tourism,cate,female,digit,news provide,QQ friends club,Weibo Guangdong,etc,and also 16 community columns.The website is fully functional and provides great convenience for local citizens’ life.As for operation pattern,Guangdong net news directly applies the relatively mature commercialized and enterprising operation management model of years of accumulation.Moreover,in order to create its own operation and management pattern,it has also learned from successful experience of the regional websites,such as Chongqing net news,in the early phase.Guangdong net news innovates its own marketing pattern by integrating the media resources of paper media of Nanfang Media Groups with the morphological characteristics of network media resources of Tencent,endowing the newly emerging regional websites with advertising value and unique marketing competence.As for internal operating structure,Guangdong net news has created flat management structure,in which every department is supervised respectively by its own director,who owns decision-making authority on routine projects and reports directly to administration and supervision authorities.Compared with traditional paper media,network news owns incomparable advantages on wide-ranging content,personalized templates,and update rate.However,it needs further reform on speciality,management,information source,and profit source.Guangdong net news has also come across a lot of obstacles during its development.According to the analysis of the drawbacks in its development,the author believes that in order to ensure that regional websites will develop in a sustainable direction in the future,it can carry on further reform by setting up mobile client,establishing large databases,making precise advertising and other measures.