随着新媒体的崛起,信息传播方式发生了巨大变化,全媒体时代已经到来。在新媒体、移

动互联媒体和网络媒体的影响下,传统的纸质媒介机构,正在面临各种威胁。在这样的背景之

下,纸质媒介机构必须进行战略转型方能生存。因此,通过剖析一个具有代表性的传统纸质媒

介机构来进行此项研究,具有代表和镜鉴意义。

本文从构建集团化媒介机构的角度,以促进工人日报社实现战略转型为目标,采用了案头

研究、会议座谈、实地调研、案例借鉴、“SWOT”分析以及定性定量相结合等方法,通过对

国内纸质媒介市场整体宏观环境、以及工人日报社现有转型情况、外部环境和内部条件的深入

分析,发现工人日报社存在全媒体融合能力不足、战略定位迷失、采编模式和集团化运营模式

滞后等问题。

在对国内纸质媒介机构整体宏观环境和工人日社内外部环境及经营现状等分析的基础上,

论文给出了工人日报社的战略转型方案,建议工人日报社通过变革釆编模式、调整战略定位、

整合工会系统内媒介资源,最终打造全媒体的媒介产业集团,以完成自身转型,适应全媒体时

代的发展要求。

关键词:全媒体,纸质媒介,工人日报社,战略转型

I

All media era of paper media agency Strategic Transformation a

case study of workers daily

ABSTRACT

Recent years, with the rise of internet new media, the way of information commxmication has

been changed. All that means Hie era of mass media has arrived. After the effect of new

media^mobile media and internet media, the traditional print media is facing a variety of threats.

Nevertheless, due to the limitation of system and the specialization of these print media, they still has

a long way to go. Therefor,it is time to dissect a representative print media to do this research.

This research paper discusses, mainly from the perspective of organizing the media groups,

which promotes Workers Daily to implement a strategic transition. The paper has taken the ways of

desk research, conference meeting, field research, case studies,the SWOT analysis and

quantitative and qualitative methods, through in-depth analysis of the whole macro-environment of

the domestic print media market, the existing transformation situation of Workers Daily, internal

and external environment to find out that Workers Daily has such problems which the ability of

combination of omnimedia loss,strategic positioning loss,and the mode of editorial and grouping

management delayed.

After analysis the whole microscopical environment of the domestic print media agency,the

internal and external environment and the current condition of operation of Workers Daily,the paper

suggests Workers Daily should change its own editorial mode,conduct strategic positioningand

integrate the media resources of the union,and finally to create a media groups for omnimedia. It is

necessary for such kind of media groups to meet the development by transforming themselves.

KEY WORDS: All media,Print,Workers' Daily, Strategic transformation