The Innovation Research Of Earth Media Co., Ltd's Business Model

Peter Drucker once said: "Today's competition between companies are mostly coming from the business models, rather than coming from the products." The information technology has developed rapidly in recent years, especially in the field such as big data, cloud computing, networking, etc. The emerging media has changed the traditional way of the operating and profiting, thus become a hot topic in the study of academies and industries.This paper took the Central China Land Media(CCLM) Co., Ltd. for an example and studied the CCLM's operating according to Osterwalder's business model innovation model. The study analyzed CCLM's business model innovation from four points, the media industry business value advocates innovation, marketing channel innovation, profit model innovation and innovation in four areas of media convergence. The results showed that, the CCLM's advantages in the innovation of business model performance are mainly in four aspects: The first factor is in the cultural market. Henan Province is a main force of the Central China's economic development and enjoys a rich cultural heritage and broad development of the market, which provides a wealth of elements and strong power for media innovation and development. The second factor is in the industrial qualification area. CCLM has successfully developed several sets of series GP, tools of large-scale book series, and has actively adopted innovative development ideas in order to build a core business platform and applied the digital technologies. Thus to join into the wave of the market and industrialization. Third, CCLM is led by technological innovation, it has changed traditional media publishing models, distribution channels and product expression vectors because of the digital technology's impact. MRP technology, e-book bag, books and other items is gradually transferred into mature product transition. Meanwhile, interactive reading and other aspects has greatly satisfied the needs of the audience in the reading experience and audio-visual area, and actively developed the core technology and occupies a number of independent intellectual property rights to develop products to seize the opportunities in the industry market. However, there are still some problems in the business model's innovation: First, the operation of media convergence is not mature. Text, images, audio and video filled in people's life in all-media age. So, it is important to learn information gathering, processing, propagation and get multi-faceted, three-dimensional products in the field of media convergence. On the other hand, the problem of how to constantly creat new multimedia formats and output modes and convert speed to achieve a breakthrough in the media convergence process are still important issues for the future study. Second, the market's impact and brand's publishing should be improved. The media has been focusing on the textbooks for the main line, so market share is insufficient because of the lack of in terms of general books. The publishing products can not meet the needs of the audience, so it is still a long way to improve the enterprise in the development of the concept. Third, the model innovation's depth need to be excavated. Digital and new media's development has brought great challenges and opportunities to the CCLM. The reformation in the enterprise's system and mechanism should guarantee the transformation of the publishing companies. To open and innovate public platform for development cooperation crowdfunding is an important way to achieve development goals. So the recommendations are as the follows: First, we should classify the customer groups and publishing division. The CCLM owns 17 subsidiaries of the segment to achieve precise positioning, product development and reflect the core of specialized publishing at the same time the competitiveness of future earnings expectations have judgment and ability to resist risks in the market competition grasp the initiative autonomy and the right to speak. Second, we should strengthen the publishing's body transformation. Now the traditional media has transformed into the entire media, companies as the gatekeeper should prolong the value chain, enrich the industrial content, adjust to the overall layout and conduct the development-oriented business model. Third, the company should give full play to the policies and the talents. It should implement the 13 th plan of cultural industrial, and develop the industry and be responsible to fulfill the innovation missions. In addition, it is necessary for CCLM to achieve the leapfrog development in the business model innovation that bringing the complex talents in the firm and reinforcing the intelligence personnel reserve.