The Dilemma and Marketing Strategies of Paper Media under the Background of qInternet +q

Abstract

Abstract.With the rapid development of internet and mobile internet, the survival and development of media have been hammered. The paper media needs to seek a way out. This paper analyzes the current situation and dilemma of the paper media, compares the paper media and the new media, expounds the reading habits and psychological of readers in the mobile internet era and explores the marketing strategies of paper media development. Current Situation and Dilemma of Paper MediaThe paper media refers to the traditional sense of the newspapers, magazines and other media with the paper as the carrier. From the birth date, paper media has a long history. In history, it has a glorious achievement, plays an important role in people's life, work and study. China's newspaper media includes party newspaper, city newspaper, professional newspaper and regional newspapers etc. The magazine can be divided into two categories: comprehensive periodical and professional periodical. New media is using digital technology, network technology, through the Internet, broadband local area network, wireless communication network, satellite channels, and computers, mobile phones, digital TV terminal to provide users with information and entertainment services communication form.In recent years, with the rapid development of internet and mobile internet, the survival and development of media have been hammered. People's reading habits have changed.A part of the group losesinterest in the paper media, leading to a sharp drop in the number of paper readers. Today's paper media is faced with the cost of printing and issuing way is single; the propagation speed is slow, high labor costs, advertising revenue decline and other issues. In the past few years, some newspapers have failed to survive the cold winter of 2015.Zawenbao under the Hebei Daily newspaper industry shut down in January 2015. The Xinbao in Hong Kong which has nearly 60 years of history went bankrupt in July2015. Shanghai quantity issued biggest business daily "Shanghai Business" in October 2015 officially closed. Throughout the north and south, a lot of media have made changes and adjustments. In October 2015, the Southern Metropolis Daily started the new century twelfth revision. In the same month, the Chongqing Morning Post published revised declaration, announced on November, embrace change. Shenyang Evening News launched to raise the public. Under the background of "Internet plus", paper media is in face of big development challenges, needing to seek a phoenix road. Comparison between Paper Media and New MediaThe development of new media doesnot mean that the traditional paper mediadoesn't have any advantages. In fact, paper media and new media have their own strengths and weaknesses and theyhave their own advantages and shortcomings. The table shows the paper media and new media in the professional degree,