Study On The Change Of The Traditional Publishing Organization Structure Under The Impact Of New Media

New media, which is relative to the traditional media such as books, magazine, radio and TV, has been developed in recent years. This media form uses the latest information technology, network technology and mobile communication technology to get access to the Internet, mobile Internet, and cable networks for all sorts of information through computers, smart phones, tablets and other devices.New media, with its vast amounts of content, occupies all the users’ time and space in a short period of time. The vast amounts of resources, strong interactivity and the application of various media bring a whole brand-new experience for users, and meet the various personalized needs. In the era of the pursuit of personality, it allows users to have full freedom of choice and wins the customers and markets, causing great impact on traditional media. However, the new media technology also prompts traditional publishing enterprises to implement a large number of information technology in digital editing process, and hence, the change of book editing process, the lateral move of organization collaboration and the process reengineering of publishing business leading to the strategic transition of publishing industry. Due to the imperfection and irrationality of organizational structure, the process of the transition causes a variety of problems such as the lack of functional department and the ability of innovation.P Publishing Media Group, one of the most influential and largest publication and distribution firms, is the leading enterprise in publishing industry with both content and channel advantages, and one of the benchmarking firms of Chinese listed corporation. P group has been actively involved in the digital transformation in the great trend of digitization. However, in the presence of this new type of business, P group also faces with the same problems mentioned above. These problems have severely restricted the development of this group and its resolution to the dramatic change of internal and external environment, and hence, the adverse effects on its digital strategy.Aiming at the existing problems, P group starts from its own organization structure change and in line with its own actual conditions, take actions such as improving the functional departments, changing business processes, introducing the complex talents, establishing lateral communication mechanism and creating a learning organization to optimize its original organizational structure, thus promoting P group to develop in the direction of the real media companies, realize the digital transition and upgrading and lay a solid foundation in grabbing the commanding heights in the competition.With the research object of the organizational structure of P, this paper applies theories of organizational learning, management science and other disciplines, uses literature research, interviews and other research methods, systematically analyzes the impact of new media and technology on traditional media enterprise, expounds the goal of P group’s organizational structure reformation, explores its difficulties and solutions in this process and proposes further solutions.