传媒融合背景下的报业竞争策略

Competition Strategy of Newspaper Industry under the Background of Media Integration

报业虽然受到了以网络为代表的新媒体的冲击,但在传媒融合背景下,报业与新媒体更多的是一种竞合关系。报业要在竞争中寻求突破,需要强化自身的原创内容优势、积极融合新媒体、转企改制并对接资本市场,以及加强品牌营销。

The newspaper has been impacted by the new media represented by the internet, in the context of integration of the media, however, the traditional and the new communication media are of competing relations as well as cooperative. In order to seek a breakthrough under the fierce competition hackground, the newspaper industry need to strengthen their own original content advantages and actively integration of new media, to reform and participate in the capital market, and to strengthen its brand marketing.