How to treat the transformation from traditional media to new media? Is it just new wine in old bottles? Or should we completely innovate our thinking?

Media transformation is a fait accompli and an irresistible trend. At present, the anxiety of the transformation of traditional media has also begun to rise, but it cannot be achieved overnight, nor can it be abandoned because of choking, and it should be gradual. In recent years, many traditional media operations have encountered difficulties to varying degrees, and have been explored in different degrees and ways, but the results are not great. The reason is that we have not done a good job of self-positioning and strategy in the face of new market and new technology competition, and have not adjusted the internal organizational structure, decision-making mechanism, resource allocation and long-term incentives in time according to the actual situation, resulting in insufficient product strength and sustainable profitability.

The specific transformation path can refer to the following points:

1. Correct your mentality, get rid of the thinking of the traditional big brother of information dissemination, don't build a car behind closed doors, adjust the content according to the needs of users, and adjust the editorial positioning of news information to the user's point of view.

2. Integrate resources and don't be a mountain king. Various homogeneous media can integrate content, walk hand in hand, enjoy resources and play high-quality content cards, which is also the inherent advantage of traditional media.

3. Channel innovation. Traditional media should make use of their own capital and policy advantages, invest in communication channels and develop their own mobile clients to meet the browsing needs of mobile users; Cooperate with new media peers to hook up with content and achieve drainage.

4. Content transformation. The massive content of traditional media will be packaged and disseminated for the second time to meet the requirements of new media content, especially mobile users for information browsing, such as text video, video animation and so on.

In short, the transformation and integration of the media cannot be achieved overnight. In addition to changes in form, content and ideas should also be changed.