Chinese Urban Newspapers New Communication Platform User Stickiness Influencing Factors: Taking Qianjiang Evening Newspaper as an example

Abstract

Media convergence begins with digitalization and ends with intelligence, which mainly includes content convergence, channel convergence, platform convergence, administration convergence and management convergence. Chinese media convergence has been in the deep convergence period. One of the most important things to put forward deep convergence is establishing mobilization first, building up our own mobile communication platform and occupying the commanding height of guiding public opinion, guiding thought, inheriting culture and offer people service. In China, urban newspapers once promoted newspapers prosperity for 20 years. Nowadays urban newspapers compared with party newspapers hardly has financial supports and depends on markets for development. Urban newspapers are experiencing more fierce challenges compared with party newspapers. In mobile communication situation, microblog, wechat, news application, short video, broadcast platforms and so on are becoming the channels people receiving information and they are important props for urban newspapers channels changes. Urban newspapers new communication platform offer information and service by mobile terminals，support good user experience and sustain good relations with users. The research is to analyze users stickiness factors by surveys, therefore offer theories thoughts for urban newspapers convergence development. Keywords: user stickiness, Urban Newspaper, Qianjiang Evening Newspaper DOI : 10.7176/NMMC/78-08