The Digital Development Strategy Research Of Shaanxi Xinhua Publishing & Media Group Co.Ltd.

Since Chinese economy has entered a new normal and Internet + era,new media technologies is in rapid development,and market environment is increasingly competitive.Thus the traditional publishing enterprises are facing more and more challenges.In the process of rapid integration of digital technology and traditional publishing,digital publishing has not only become an important part of the national economy and social information,but also a strategic emerging industry in the domestic press and publication industry.Domestic publishing companies need to conduct a comprehensive self-evaluation and analysis.At the same time,constantly adjust the business objectives and operation mode,from the strategic level,so as to plan the future of the enterprise.Shaanxi Xinhua Publishing &Media Group Co.Ltd(hereinafter referred to as Shaanxi Xinhua P&M Co.Ltd.)is a large state-owned cultural enterprises in Shaanxi province.In the current Internet + environment,the next five years will be the key stage for Shaanxi Xinhua P&M Co.Ltd in digital publishing transformation and upgrading,the development of new media technology,and achieving leapfrog development.What's more,it is also critical for Shaanxi Xinhua P&M Co.Ltd to transform from traditional culture business leader of Shaanxi province to the public corporation.Confronting the complex external environment and new media competition challenges,how to accelerate the transformation and development of new media market is a realistic and urgent problem for Shaanxi Xinhua P&M Co.Ltd.From actual conditions,this thesis expounds the current situation of the development of publishing enterprises at home and abroad in the field of digital publishing,and analyzes the domestic and foreign situation about the transformation of traditional paper publication to digital publishing and related theories of strategic management research.The thesis starts from the present situation of Shaanxi Xinhua P&M Co.Ltd,and analyzes the macro environment to the enterprise,the internal environment and external environment and the enterprise itself.And then points out the development opportunities and threats faced by enterprises,also the advantages and disadvantages of the enterprise.Taking the problems in enterprise development into consideration,the author believes that under the circumstances of Internet +,enterprises should choose the digital development strategy.On this basis,the author establishes the digital development strategy for Shaanxi Xinhua P&M Co.Ltd,and puts forward the development of digital acquisition reorganization implementation of integration and innovation,digital products,digital publishing brand image construction,implement modern enterprise management model as four strategic priorities,and then elaborates the part on the implementation of specific projects.Finally,in order to guarantee the execution on digital development strategy,the author suggests to implement the development strategy of digitization from the following four aspects.They are the enterprise merger and reorganization,improving enterprise brand image,product integration and innovation,changing management pattern.After that,the author analyzes the risks and risk prevention during project implementation and puts forward the support measures on implementing digital development strategy.This thesis aims to study the digital development strategy of Shaanxi Xinhua P&M Co.Ltd.The purpose is to provide reference for the development of its digital development,and provide guidance and reference for keeping the long-term competitive advantage and promoting the sustainable development of enterprises in the digital business.