| Digital Transition on paper media is already a matter of "survival" of the event. Represented by the Internet technology, it has already fully subverted the commercial chain of traditional media industry, which used to follow the step as "Content editing-paper releasing-distribution-advertising revenues".From the view of content editing, in the past, reporters and editors are previously only qualified and have the right to collect a variety of news and information, because business of journalism and publishing build with strict access in mainland China. However, in the Internet era, everyone owns the right to collect information.As far as the information dissemination channels, before the time of the Internet, Information dissemination of the "pipe", such as newspapers, magazines, television, radio was strictly regulated. However, everyone can speak on the Internet, without any license. As long as there is internet, a computer, a smart phone, everyone is an "news station".The distribution of newspaper usually needs to rely on the post office, retail newsstands and to establish contact with readers. However, nowadays newspaper articles can be reprinted by the portal widely disseminated, it can spread through APP, its own website and so can spread their news reports. Spread of the Internet can be more efficient and accurate than through traditional channels.Finally, looking at advertising revenue, Internet advertising "precision+ Interactive+big data " feature, significantly higher than the advertised traditional media advertising models more attractive. During 2012, Advertising revenues of newspaper went down in nearly 30 years of history inflection point while advertising on the Internet was flourishing.Living in a large change era, China Business News (CBN) established the strategy of the digital transition with the framework of China Business News Group in 2009. In the subsequent few years, CBN served as digital transformation vanguard role and plots for China Business News Group. More than three years, around the 4/56 team and products of CBN, it has launched a financial news website, news agency, digital products, mobile clients and other digital media in competing products.This is a passive transformation and also is a still untold success transformation till today. Viewing CBN digital transformation of the past business practice, I believe that a good media brands, abundant capital and other solid foundation of its transformation, but the problems was exposed during the whole process need more worthy of attention, including its various media product was lack of coordination between digitization strategic ambiguity, clutter and other products.Examining the Chinese mainland digital financial media in the market, with the use of continuous innovation and disruptive innovation theory, referring to the Wall Street Journal, Financial Times, Shanghai Securities News and other domestic and foreign financial daily the successful experience of the digital transition, as well as The New York Times digital transformation failures, my standpoint is-CBN digital transformation of the chances of success still exist, but the group must make the following changes:Firstly, to establish product-oriented principles; adhere to the "small and smart" strategy, self-reliance while appropriate outsourcing; do not stick on the PC side of the Red Sea, but to force the mobile client; internally through the efficient execution to ensure synergy, while in the performance incentive system and organizational form for appropriate change. |
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