Research On The Transformation Of Gafencu DM Magazine In New Media Environment

With the popularity of the Internet and the development of new media, traditional newspapers, magazines, television and other media announced a few cases of closed because advertising revenue is difficult to maintain. Traditional DM magazines also face such a dilemma, the same as the GAFENCU DM magazine in the process of development.However,it maintained a better advertising performance,which not only benefited from the"direct marketing" in the form of printing, but also its timely new media transformation.The main content of this paper is the transformation GAFENCU DM magazine made in the content, form, marketing and other aspects that in the new media environment. This paper analyzes the conflict between the traditional DM magazine and the new media environment from the change of the consumer culture in the new media environment. On the basis of the interviews with the founder and marketing manager of the GAFENCU DM magazine, the author briefly introduces the development of the process, which can inflect changes it made in the media environment and its response to changes in the transformation in the development between 2006-2016 , including the development of new media business;Subsequently, the author use text analysis, TF-EDF data analysis and so on to analyze the new media transformation of the form, including the content of the magazine text, the form of new media, distribution channels, delivery methods, effectiveness and shortcomings have a more accurate grasp, which is also the core of this article.This paper combines the development environment of the new media in Shanghai as well as the expectation of the two major magazine managers for the further media transformation of the magazine, and puts forward some suggestions for its further development. This paper also introduces the positioning of product and consumption symbol,the analysis of new media transformation mode and the background of Shanghai new media development environment, so that it can further adapt to the development of new media environment.