Research on Paper Media’s Media Integration and Transformation Development Strategy : Take Bandao Chenbao as An Example

With the development of era, network information technology and big data technology, various industries have taken dramatic changes. The arrival of the new media era has brought a huge impact on the traditional media, and made completely change of the scope, mode and channel of traditional media communication. To adapt to the needs of people's life in new media era, traditional media need to timely change the past management mode and concept, and explore new ideas of effective integration and development with new media, to ensure sustainable and stable development. This paper analyzes the necessity and effectiveness of the integration of traditional media and new media by taking Bandao Chenbao, a local traditional paper media in Dalian, as an example. At the same time, combined with the current development status of Bandao Chenbao, it further discusses the effective strategies of the integration development.