加强新媒体建设是报业集团做大做强的战略抉择

报网互动，媒介融合，远不止于内容的融合，而应是媒介形态、结构、技术、功能、流程乃至传播方式等方面的融合。受众的需求是推动这种变化的根本动力。信息接收渠道的多样化、受众活动和受众需求的多元化，决定了媒体应该以更丰富的内容和方式为受众提供个性服务。因此，不断探索传统报纸和新媒体的有机结合，通过报纸原创内容优势和新媒体数字化传播优势的结合，推进数字报业发展，开展与其他媒介融合，既是报业创新发展的重大战略选择，也是报业历史发展过程中的必然趋势。

Enhancing Construction of the New Media Industry Is a Strategic Decision to Make News Industry Group Bigger and Stronger

The interaction between news and internet,or the amalgamation of various media should be the amalgamation of media form,structure,technology,function,procedure,and even the way of propagation,involving much more than the amalgamation of content.The need of audience is the basic driving force for pushing forward this transformation.The diversity of both the information channels and the audiences' activities and needs determines that media industry should provide personalized service,enriched in terms of contents and forms.Therefore,we should continue to probe into the organic amalgamation of the traditional press and new media,to promote the development of digital press and expand its merging with other media,by combining the advantages of the original contents in newspaper and digital propagation of new media.This is the significant strategic decision in the innovative development of press and it is the necessary tendency in the press history.