Analysis On The Digital Transformation Of "Chinese Media"

With the rapid development of the Internet and the continuous progress of digital technology,the media convergence is increasingly intensified.The traditional publishing industry is facing enormous opportunities and challenges.It is aware of the importance of digital transformation and upgrading.The traditional publishing enterprises can not occupy a favorable market by simply using digital technology to develop electronic reading products.For this reason,it is worth studying how the traditional publishing enterprises should carry out the digital transformation.This paper chooses the Chinese Media of listed companies under Jiangxi Publishing Group as the research object.Firstly,because the Chinese Media has strong financial support and is the only listed publishing media enterprise in Jiangxi Province,it has certain economic strength.Secondly,the Chinese Media takes the lead in merging and acquiring Internet companies in the industry,marching into the digital new format market,and ranks the top three in the comprehensive strength,which has certain industry status and typicality,so it is taken as the research object.From the perspective of media management,this paper uses the theories and methods of communication "5W" and PEST to face some transformation challenges under the background of the growing scale of digital industry,the increasing number of users of digital reading and the strong trend of media convergence.By using the PEST research method,it is concluded that the policy environment to promote innovation integration,the stable and upgraded economic environment,the social environment of information sharing,and the highly efficient technological environment have accelerated the pace of transformation from traditional publishing industry to digital industry.Through case analysis,this paper deeply explores the digital transformation of Chinese Media,and uses the "5W" theory to analyze that under this background,Chinese Media has adopted such strategies as defining the direction of transformation,entering Internet games,broadening operation channels,using big data technology to locate target audiences to complete the digital transformation,and comprehensively understand the strategic layout of the digital transformation of Chinese Media.Finally,from the perspective of communication effect,the performance of Chinese Media hasincreased steadily after the transformation,ranking the top three in the comprehensive strength of the industry,which has good economic and social effects.In addition,this paper also analyses the problems of insufficient demand for compound talents and inadequate segmentation of digital market in the process of digital transformation of Chinese Media,and puts forward corresponding suggestions on introducing new media talents and providing digital business with users as the center,so as to bring some reference significance to the digital transformation of Chinese Media.Finally,the concluding remarks summarize that in the digital development of Chinese Media,more attention should be paid to maximizing the advantages of its content resources,enriching the theory and practice of digital publishing,and creating a digital business model that conforms to its own development characteristics.Finally,this paper does not analyze the specific profit model and market prospects in detail in the research process,which is a major lack of research and should be the direction of future research.