A Study On The New Media Dissemination Of Traditional Publishing Enterprises Under "Zhongnan Media"

With the advent of the Internet era,digital publishing increasingly seize the traditional publishing industry market,sales of paper-based traditional publishing enterprise market demand began to decline,the pace of development slowed down year by year.Traditional publishing companies need to find a way to break the current predicament,and the emergence of new media to the traditional publishing business has brought a turn for the better.Traditional publishing enterprises through new media communication,can continue to enhance the visibility and influence of enterprises,enhance the level of business,access to economic benefits,and thus break the current pattern of slow development.Traditional publishing enterprises and the integration of new media is the need for the development of the times,but also traditional publishing enterprises to the new path.Zhongnan Publishing Media Group("Zhongnan Media")ranks sixth in the global publishing enterprise rankings,and has strong brand strength and influence in China.By selecting "Zhongnan Media" as the research object,this paper analyzes the mainstream media platform of nine traditional publishing enterprises,discusses the development status of new media communication and provides suggestions for future new media operation.From the current understanding of the status quo,"Zhongnan Media" under the traditional publication of microblogging,micro-public platform,the official website opening rate is high,only the network community opened poor.However,"Zhongnan Media" under the traditional publication of new media platform in the operation process are more or less there are some problems.For example,in the microblogging platform,there are significant differences in the number of fans in publishing enterprises,publishing time irregularity,form and content homogeneity and other issues.In the micro-public platform,the publishers actively operate and the negative operation of the two-level differentiation,but the content of the release of the audience there is a low rate of feedback,the relationship between the platform and the user "indifference",the dissemination of influence is very limited.In the official website,the publishing business of the mobile phone official website construction is not perfect,and PC terminal network is the site structure has not been optimized,the details of the page page processing problems.In the online community,publishing enterprise watercress network and Baidu Post Bar’s management is relatively chaotic,there are still large management room on the rise of space.In short,"Zhongnan Media" traditional published a new media platform for the operation of the process there have been a series of problems,mainly lies in the publication of their own new media communication awareness is not strong,did not face the new media transmission for the traditional publishing business impact,Take the initiative to seek integration with the development of new media.In order to promote the "Zhongnan Media" traditional publishing enterprise’s new media platform to further mature,publishing companies need to adjust the development strategy in a timely manner,enhance the awareness of new media communication,take the initiative to seek integration with the new media,andconstantly improve the operation of new media platform business management Level to meet the needs of modern market competition.