Media Digital Strategy Research Of China Railway Media Company

ABSTRACT:The media industry as the important national information service industry has an important strategic position in the China national economy. In recent years, to rely on the creation of a new era of profit has became a major means of economic growth. In many industries, ahead of the media industry is booming. It is undeniable that the media industry has provided the price information, has drastically changed the human way of thinking, behavior patterns and economic activities. How to analysis the media industry from digital perspective, how to learn from international experience at the same time characteristic of digital media economy in our country, is the t major issues of the media industry in the new digital period.The study of the digital media industry is still in the primary stage.This article detailed analysis the China Railway Century Media Company's environment, structure, chain, market share, competitors, and business model, and comprehensive reviewed the domestic and foreign media digital history. By using the Boston matrix and the strategic value chain theory, found a realistic way of the China Railway Century Media company.The paper included seven chapters, first introduced the China Railway Century Media Company's situation and the same time studied domestic and foreign media digital status quo. Second, from the industrial level and market level description of the China Railway Century Media Company of the digital strategy of the motives that change with the environment the pressure increased, the value chain reconstruction to be resolved, the media profitability Long-term lacked, business transformation needs deepening. Third,through various researching of the strategic goals,choice, difficulties, model, assessment and support. These pointed out the China Railway Century Media Company apply digital strategy in the company level need select strategic partner, reconstruct value chain, develop diverse business, in business level utilize digital technology in train and station, in functional level protect strategy by system, technology and capital. Finally concluding this paper and future research.