全媒体时代下注重用户体验与互动的传播实践转型——以重庆日报为例
Transformation of Communication Practices Focusing on User Experience and Interaction in the Omni-Media Era—A Case Study of Chongqing Daily

随着全媒体时代的到来，信息传播方式发生巨变，对新闻传播行业产生深远影响。重庆日报作为省级党报，面临转型的必要性和紧迫性。本研究通过分析重庆日报的转型实践，探讨其如何通过内容创新、渠道拓展、技术应用提升用户体验与互动效果。在内容创新方面，重庆日报推出多样化新闻产品，加强深度报道和评论，注重与读者互动，满足用户需求与偏好。在渠道拓展方面，重庆日报建设自主可控的互联网平台，加强与社交媒体合作，拓宽新闻传播渠道，增强用户互动与参与。特别是在“新闻+”多功能综合服务平台——上游新闻“帮帮”频道的打造上，成为服务用户的新名片。在技术应用方面，重庆日报利用大数据和人工智能技术，对用户数据进行深度挖掘和分析，实现个性化新闻推送，提高内容生产效率和质量，优化用户互动体验。这些举措不仅提升了重庆日报的传播效果和市场竞争力，还为其在全媒体时代的发展奠定了坚实基础。未来，重庆日报将继续探索技术创新，为用户提供更加优质、便捷的新闻服务。
With the advent of the omni-media era, significant changes have occurred in the ways information is disseminated, profoundly impacting the news and communication industry. As a provincial-level party newspaper, Chongqing Daily faces both the necessity and urgency of transformation. This study examines the transformation practices of Chongqing Daily, exploring how it enhances user experience and interaction through content innovation, channel expansion, and technological applications. In terms of content innovation, Chongqing Daily has introduced diverse news products, strengthened in-depth reporting and commentary, and emphasized interaction with readers to meet users’ needs and preferences. Regarding channel expansion, Chongqing Daily has developed independently controlled internet platforms, strengthened collaborations with social media, broadened news dissemination channels, and enhanced user interaction and participation. Notably, the creation of the “Help” channel within the “News+” multifunctional integrated service platform—Upstream News—has become a new hallmark of user service. In terms of technological applications, Chongqing Daily leverages big data and artificial intelligence technologies to conduct in-depth mining and analysis of user data, enabling personalized news recommendations, improving content production efficiency and quality, and optimizing user interaction experiences. These initiatives have not only enhanced the communication effectiveness and market competitiveness of Chongqing Daily but have also laid a solid foundation for its development in the omni-media era. In the future, Chongqing Daily will continue to explore technological innovations to provide users with higher-quality and more convenient news services.