Research On The Construction Path Of Traditional Media Matrix Under Media Convergence

The development of Internet technology and the formulation of the national strategy of media convergence remind the industry that the transformation of the newspaper industry has entered a critical period,and the traditional media has shown the trend of extending to the new media platform.The development of newspaper media convergence has gone through three stages:initial contact with the network,cooperation with portal websites and deep cooperation with new media.At present,in the process of newspaper transformation,the expansion of new media business plays an important role.Under this condition,this paper puts forward the research object:Qinghai Daily New Media Matrix.At present,more than 80%of mainstream newspaper media in China have established new media communication matrix,and Qinghai Daily,as a pioneer in the construction of new media matrix in Qinghai Province,has achieved good results in Qinghai Province.Nowadays,newspapers and periodicals have long broken through the concept of paper publishing and become the output subject of compound content with diversified production,multi-terminal presentation and multi-platform distribution.Although the new media matrix of Qinghai Daily has achieved results,there are still problems in its construction process,and the reasons need to be studied and the solutions should be given.Is adopted in this paper,on the basis of literature research,investigation method,interview method and qualitative method of the field study that several research methods,based on the relative concepts of media convergence and new media matrix,the matrix of qinghai daily new media contained in the content are analyzed,from a digital newspaper""two micro end for the inside of a matrix basis matrix contains two micro,qinghai qinghai daily daily client and qinghai daily report number in qinghai daily new media matrix peripheral contained in" China Tibetan netcom,western metropolis daily public#and qinghai current network,combined with the new list of new media data analyses its matrix content,And the characteristics of Qinghai Daily’s new media matrix are analyzed and summarized.On this basis,the author carried out the user of the qinghai daily new media qinghai daily new media(new media products group)matrix using satisfaction questionnaire,using descriptive statistical analysis and reliability analysis for the qinghai daily new media problems existing in the matrix were investigated,combined with related to the qinghai daily new media center staff interview results,the qinghai daily new media matrix is analyzed the existing problems and reasons,and puts forward some countermeasures with pertinence.Based on the scientific investigation,this paper draws the following conclusions:the problems existing in the new media matrix of Qinghai Daily include:low visibility of the new media matrix;All platforms of the new media matrix need to be deeply integrated and content homogenization exists.Difficulties in product distribution and advertising push within the new media matrix;The new media talent team needs to be improved.The reasons for the problems are as follows:the publicity of new media matrix is not enough;Platform integration mechanism is not perfect;New media matrix profit model is not fixed;There are many problems in the construction of talent team.Finally,the author puts forward some countermeasures to deal with the existing problems of the new media matrix of Qinghai Daily:strengthening the matrix publicity;Improve the mechanism,improve the quality of content;Optimize the structure to promote the upgrading of new media matrix industry;We will improve the protection of media talents.It is hoped that the research on the new media matrix of Qinghai Daily can help Qinghai Daily to provide some concrete methods to improve the new media matrix,and also provide some beneficial ideas for the transformation of the newspaper industry and the construction of the new media matrix.