Reform of business model of news newspaper industry under the background of digitalization

From 65438 to 0990, with the rapid development of internet and information technology, digital technology began to be gradually applied to the media field, and the media industry ushered in the second great development and prosperity. Internet media companies have risen rapidly, eroding the living space of traditional media.

Due to the advantages of wide Internet audience, simple access channels and easy information dissemination, as well as the diversification of information access channels, the survival status and future development prospects of traditional news newspapers have been repeatedly questioned. This digital technology, which integrates all the current modes of information dissemination in society and takes interconnection as the basic form, has changed the production and life style in all fields of society, promoted the great changes in the media field from information production, information dissemination to information reception, completely broke the traditional media industry pattern, and gradually extended its technical influence to all levels of society such as politics, economy, culture and education.

In 2006, The Economist, a famous British magazine, published an investigation and analysis article-"Who Murdered the Newspaper". Once published, it has aroused people's extensive concern and discussion on the development status and subsequent development direction of traditional newspaper industry under the digital background. Under the background of digitalization, the business model transformation of news newspaper industry has become an important topic and research hotspot in the current media field.

In order to successfully cope with the huge impact of Internet media, news newspapers must guide enterprises to innovate and transform, change the traditional business model, and acquire and consolidate the original living space and market position.

A summary of basic categories and theories

(1) Digitization

With the deepening of practical process and theoretical research results, digitalization has been widely used in its field. Its essential meaning and extended meaning tend to be complicated and large-scale. Modern terms closely related to it are: Internet of Things, information network, new network platform, multimedia, message transmission technology and so on. The neologisms and derivatives closely related to it are: digital technology, network information, information system, network interactive business, etc.

The foreign language version of Wikipedia publications regards digitalization as a digital system, which belongs to a mathematical process using discrete values. Compared with other digital (analog) systems, this kind of analog system can continuously and orderly change the numerical value to display the presentation of information. Although the image curve of digital morphological changes is decentralized, the relevant information it displays is not only decentralized (such as Arabic numerals, English letters, computer program codes, etc.). ), it is also allowed to be continuous and gradual (such as continuous forms such as voice change and clear and coherent image). The basic attribute of using digital information is parallelism, which is based on proprietary "program description language", allowing inappropriate occurrence and deviation, allowing a large number of copies, and intermittent.

Generally speaking, the core meaning of the concept of digitalization covers two key contents: one is a standardized digital model, which shows that the digital display process in the process of information generation is different from the analog process, with the same media, continuous and unified coding code and no destruction of copies; Second, the information dissemination mode dominated by online media has the attributes of parallel communication and network communication architecture.

(B) business model transformation

1. The evaluation of business operation mode should aim at an exclusive condition.

The evaluation of enterprise operation mode should be aimed at some exclusive conditions, such as external conditions and competition. Only under certain external conditions can it be considered appropriate to discuss the business operation mode. To this end, we must first confirm the external changing conditions faced by commercial groups; Secondly, it is necessary to determine the position and role of this unit in the complicated and severe market competition.

2. The basic feature of business operation mode is to realize value income.

What network operators are faced with is whether different types of consumers have changed the original product structure or service model, what kind of value orientation should be included or enriched in the newly developed and operated product structure or service model, which should belong to commercial operating institutions and be targeted and targeted in their business fields, and comprehensively grasp the social products and service models as a whole.

3. The second basic element of business operation mode is to maintain and increase the value of commercial products.

The preservation and appreciation of operating products covers the means by which commercial enterprises can obtain profits by relying on various income channels after improving the composition of operating costs, that is, the channels to obtain economic benefits.

4. Infrastructure management level of business operation mechanism

The "infrastructure management level" of commercial operation mechanism refers to its strategic operation structure. The strategic operation structure covers the components of its internal operation institutions to ensure the acquisition of commercial value, and is related to the organizational model, management mechanism and operators in the commercial operation of related enterprises.

(C) Media Convergence Theory

In the process of the transformation of digital operation mode of newspaper industry, the theory of mutual penetration between media is of great value. Digital operation technology makes various media modes permeate each other, and makes the division of labor of computer, information transmission and media industry tend to blend.

1983 Professor Poole of Massachusetts Institute of Technology first put forward the theory of "media convergence", pointing out that in the media information communication industry, the boundaries between various media functions have gradually blurred due to the rapid improvement of related scientific and technological levels. 1995 Professor Ponty of MIT further put forward relevant arguments, indicating that the media industry has gradually changed or even replaced the traditional form. The mixed application of audio, video and text has created infinite possibilities for the digital development of media, and various innovative programs have developed rapidly, enriching the content and form of the media field.

Motivation and inevitability of the transformation of news newspaper business model

(A) the internal driving force for the transformation of news newspaper business model

1. the driving force of technological development

Any round of classic technological changes in the media industry can inspire new media operation modes.

For example, lithography technology has promoted the vigorous development of print media; The technology of electronic communication industry has promoted the rapid progress of electronic information communication media, thus opening a new chapter in the wide application of cable broadcasting and remote video technology.

After 1990, with the rapid development of big data collection technology and cloud computing technology, a large number of news media have emerged in society, and the traditional news newspaper industry has also moved towards the following goals: from "one-way" message delivery to "mass group" message delivery mode. In the past, newspapers and magazines, wired and wireless audio broadcasting, and video and television all adopted a single-dimensional and centralized communication mode, without active and rich communication and cooperation with the audience.

With the arrival of digital media, especially the vigorous application of network media, the information dissemination of human society has turned to the period of eliminating centralized communication mode. Theme forums, news blogs, community-based network platforms and Weibo news dissemination make the communication mode of news media tend to be multi-interactive and audience-aware.

2. The needs of social communication and cultural development

Under the general trend of digital media development, society is eager for diversified cultural nutrition. The spread of digital media has contributed to the emergence of new social and cultural qualities, as a western media expert asserted: "The advantages of new media will certainly contribute to the emergence of new life civilization."

Information media has unique value in improving social and cultural taste. Lithographic news media has contributed to the cultural atmosphere of newspaper delivery, trading and reading. With the improvement and progress of digital application technology and the expansion of various news media and information terminal customers, the original paper newspaper information propaganda began to change to "electronic browsing mode" and "view mode", and people began to browse news information online, feel colorful and high-definition dynamic images, and obtain the convenience of mobile visual functions available everywhere.

(B) the news newspaper business model transformation of external motivation

1. The pressure of audience demand

The expectation and call of the audience is an important external driving factor for the media transformation of today's news newspapers. With the rapid development of multimedia today, the audience is no longer satisfied with a single form of information absorption, but pays more attention to the classification, timeliness, depth and breadth of information. In short, the audience is no longer the "receiver" of information, but the "consumer" of information. With the disappearance of the status of media information center, market-oriented media subjects began to customize services for media "consumers" with the attitude of operators.

2. The threat of alternatives

Mobile phone media with digital technology as the terminal poses another threat to paper media. Substitution refers to a product that partially or completely replaces a certain media product in function. The emergence of new media, such as online media, has brought the threat of substitution or partial substitution to the development of newspapers. Mobile media, such as network media and mobile phone media, have formed a pressure situation on paper media with their advantages of diversification, mobility and interaction.

3. The pressure of media competition

At present, the media competition is extremely fierce, and the newspaper industry is facing the dual competitive pressure of marketization and digitalization. At present, the pressure of market competition is mainly manifested in two aspects:

The competition with paper media includes cross-regional competition of comprehensive newspapers and market competition of regional newspapers. Because the market share of newspapers is limited, this determines that the game between newspapers is inevitable. As the distribution center of China's economy, politics and culture, Beijing is also a place for media competition, such as Beijing Times, Beijing News and Beijing Morning Post.

Competition with heterogeneous media, including online media, especially the development of independent news portals. By the end of June of 20 1 1, the number of online news users in China had reached 362 million, and the utilization rate reached 74.7%. Internet and mobile network have become important information sources for young people to obtain news information at this stage.

The transformation path of news newspaper business model

Product Transformation: Digitalization and Innovation Strategy of Newspaper Products

The new media under digital technology has rich information sources and communication channels. As far as the news field is concerned, many scientific and technological items such as smart phones, tablets and smart bracelets can be used as their performance carriers. The news presentation platforms are also constantly innovating, such as major portals such as Google, Yahoo and Baidu, news software such as Tencent, Sina and Netease, and various mobile news clients such as a little information. The product transformation of news and newspaper industry must be based on the accurate analysis and positioning of traditional users and digital users, subdivide the diverse needs of the audience, and seek to develop innovative digital products in a targeted manner. Specifically, there are the following aspects:

1. User-centered

News industry takes information as its core product, providing real-time and authoritative information and related interpretation for specific user groups. Facing the rapid development of online media, newspaper product innovation must be put on the research agenda.

Different news products have different characteristics. Facing different consumer groups, different products will also lead to different communication platforms, modes and frequencies. Therefore, news newspapers should actively examine the use mentality of old users and the information needs of new users, and change the formal products and extended products of traditional news newspapers based on user needs.

Formal products mainly refer to the newspaper itself, including its structure, format and paper. Regular products are related to the direct feelings and first impressions of newspaper consumers.

Extended products mainly refer to additional services that can bring profits to newspapers, including newspaper brand, product influence and subscription. High-quality products of news newspapers are one of the most direct and effective ways to gain audiences.

2. Inherit and consolidate the advantages of existing newspaper paper products, with news content as the core product.

For the complicated Internet information, due to the characteristics of low cost and easy copying, the access channels, information reliability and expression methods of Internet news are gradually questioned by the society. From this point of view, news industry still has a good development space because of its traditional operation mode, brand effect and professionalism.

At present, the survival of the newspaper industry is no longer a news problem, but a crisis in the operation and profit of the newspaper industry. Because the news information required by the audience has never changed, news newspapers should adhere to the original value concept, do a good job in news, ensure the immediacy, authenticity and authority of news information, and then enhance their competitive advantage. At the same time, with the rapid development of society, various social problems have become increasingly prominent and complex. The news and newspaper industry has been endowed with professional policy interpretation, investigation reports and other in-depth contents, and still has broad application market and social significance.

3. Promote the transformation of formal products and extended products.

The rapid development of digital technology has promoted the multimedia of traditional news newspaper industry, constantly innovating formal products and extended products, and introducing digital technology. The development and promotion of digital products must be based on two different product concepts and marketing methods, namely, news newspaper and Internet, with accurate positioning and effective integration of traditional advantages and modern information technology.

The news and newspaper industry should actively break the original physical and bearing restrictions and develop various media forms such as words, pictures, audio and video.

Newspapers build Internet communication channels, and develop traditional paper receiving terminals into various digital products including official website and application app.

Newspapers should define their own attributes and core contents, expand the input of news information, and realize various news information service functions and cross-platform wireless docking with the help of multimedia.

(2) Profit transformation: Digitization and diversification of profit model.

1. Content payment

Authoritative news organizations still play an important role in contemporary society. Their news content, access, news quality, effectiveness and professionalism of news interpretation are far higher than those of online information push platforms, and they still show important market value. News newspaper industry can explore superior news products, and actively carry out in-depth research and development, develop fine products, and launch content payment. There are many similar examples in the world, such as The Wall Street Journal, Financial Times and other financial newspapers.

The profit model of content realization is also reflected in many domestic securities investment service enterprises. For example, news information, economic market interpretation and investment trend reports can be pushed through Internet software tools, mobile terminals, official website and other products, and users can view them after paying. However, financial magazines have their special significance, and it is difficult to copy them to ordinary news business newspapers. Generally speaking, the information of ordinary newspapers is weak in professionalism and help, but strong in substitutability, so whether users are willing to pay for news information has become a problem that ordinary newspapers must attach great importance to.

It can be seen that news newspapers must continue to provide truly high-quality, authentic, reliable and fully interpreted information, form superior characteristics and enhance news professionalism in order to transform into digital charging products. In the early stage of its transformation, we can adopt a combination of opening and closing. For example, for new users, it is necessary to set a certain amount of free reading every month, while for scheduled users, it is necessary to provide a variety of alternative charging methods according to their page views.

3. Event marketing

In order to promote industrial development and build newspaper brands, news newspapers can hold consumer salons, lectures or other commercial activities regularly. Activity marketing can not only make full use of the advantages of newspaper platform resources, but also widely publicize through digital communication platform, with low cost and remarkable effect.

(C) organizational innovation: management system optimization and structural adjustment.

1. Adjust the organizational structure

According to the technical and industrial characteristics of the Internet, we should adjust the organizational structure of news newspapers, establish a team of editors and journalists with quick response, strong mobility and strong professionalism, and build a simple and effective operation mechanism.

The digital transformation and digital products of news and newspaper industry under the guidance of media convergence theory will involve diversified work in different fields. Therefore, strict restrictions should not be set, and different business personnel can be mixed to strengthen the communication between paper media editors and Internet platform editors. At the same time, integrate other staff to serve news newspapers, official website, news mobile phone clients and other products. While ensuring authoritative news reports, it is accompanied by rich pictures, audio and video materials to obtain better user experience and visual effects.

2. Optimize the management system

The digital transformation of the traditional news newspaper industry means the transfer and adjustment of the working mode, workflow and operation mode of the newspaper industry, as well as the expansion of the business field and media platform, which makes the organizational structure of the enterprise more complicated and even needs to be properly reconstructed and established in combination with specific transformation objectives. Therefore, in order to strengthen the communication and interaction of employees at different levels and enhance the transformation effect, it is necessary to reform the management mode and rules and regulations, refine the scope of command execution and operation process, optimize the production division of employees, and then ensure and improve work efficiency and full cooperation.

As the product of social development during the industrialization period, the traditional news newspaper industry has created a glorious history of the media industry for a century. However, the rapid rise and continuous development of digital technology has changed the way of obtaining information in the past, and the traditional news newspaper industry is also facing a crisis of survival.

However, opportunities and challenges always coexist. Under the background of digitalization, the news and newspaper industry must strive to change its industrial model. While developing the news industry and maintaining its traditional advantages and authority, we should innovate products, reform the profit model, optimize the organizational structure, realize the successful "self-help" of the traditional news industry in the new industrial economic environment, safeguard the social value of news information and promote its innovative development.