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网络在改变着人们生活的同时,也使传媒业面临严峻的生存挑战。具体分析传统媒体经历快速发展后出现衰落的现象及其发生的缘由;简述新媒体时代报刊业处于变革之中可能性的发展趋势,提出要坚持内容为王的办报理念,在创新营销手段上,整合新媒体时代营销思路,实现从“平面到平台”的营销跨越;做好多元化和跨媒体经营发展,利用报刊的品牌影响力,打造专业平台,走精品发展之路。
As the network changes people’s life, the media industry also faces severe survival challenges. This paper analyzes the phenomenon that the decline of the traditional media after experiencing rapid development and the reasons for its occurrence; briefly describes the development trend of the possibility of the newspaper industry in the new era of media development, and proposes that we should insist on the newspaper concept that the content is king. In terms of innovative marketing methods, Integration of marketing ideas in the new media era, to achieve marketing from “Plane to platform ”; To diversify and cross-media business development, the use of newspaper brand influence, to create a professional platform, take the path of quality development.