Study On The Diversification Performance And Promotion Strategy Of Changjiang Media

In the new media era,the information revolution represented by the Internet is penetrating into all production links and consumption fields of the traditional publishing industry.Affected by new technologies and new ideas,publishing enterprises begin to choose to implement diversified operation in order to seek survival in adversity,avoid market competition risks and maximize benefits by opening up a new media industry chain.In addition,due to the increasingly prominent rigid demand of the public for cultural consumption,publishing enterprises choose to expand their enterprise scale by means of diversified management,which can quickly occupy the consumer market.According to the statistics of the 2018 publication industry analysis report,42 listed publishing and media companies in China have chosen to implement the diversification strategy in the stage of their scale expansion.Although publishing enterprises have opened diversified markets by means of capital operation,they will soon be eliminated from the market if they cannot timely adjust diversified business layout and improve product quality.This paper takes changjiang media,a representative enterprise in the industry,as an example,studies its business status since the implementation of diversification,analyzes its diversified business performance,and puts forward Suggestions conducive to improving themarket value of the enterprise.According to the basic theory of diversified management,the diversified management types of changjiang media are identified.Based on the resource-based theory,risk dispersion theory and market power theory,this paper explores the motivation for the diversified operation of changjiang media.Through the calculation of the herfindahl index,this paper analyzes the degree of diversification of changjiang media in different periods.Together with the present situation of the diversification,from the perspectives of diversified types,financial and corporate value from three aspects of its diversified performance were analyzed,and found that the changjiang media also need to increase of digital publishing business expansion and consolidation,improve the material to the business situation of trade,so as to improve the growth ability of enterprise itself,increase the market value of the enterprise.Finally,through the above analysis and arrangement,the paper summarizes the strategic Suggestions for improving the diversification performance of changjiang media,including choosing a reasonable diversification dimension to make the diversification strategy of the enterprise develop steadily,so as to achieve pareto optimal allocation of resources in the business structure.Through optimizing the diversified management organization structure,improve the efficiency of organization management,enhance the vitality of organization,and give play to the overall benefits.Expand diversified business by means oftechnology,content and business innovation,and increase new profit growth points.It is suggested that changjiang media can construct dynamic diversification strategy to avoid diversification risk and achieve sustainable development.