Research On Business Process Reengineering Of Liaoning Radio And Television Advertising Co.

Media survival is built primarily on the economic support of advertising.Print media,newspapers,magazines,audio and video media,radio,television,or new media websites,micro-blog,all rely on advertising to sustain their continued existence and act as a catalyst for development.In recent years,with the change of TV media's internal and external environment,advertising management has been required to maintain relevance.These changes have restricted the development of television production organizations In times of limited total income,radio and television media pay increasing attention to the fine management of their internal affairs and particularly to advertising。Liaoning radio and Television Advertising Co.,Ltd.faces increasingly fierce competition in the marketplace,a shrinking advertising market;their market share is being gradually eroded and swallowed by the expansion of close substitutes.Inherently advertising revenue has declined year on year.Liaoning radio and Television Advertising Co.,Ltd.decision-makers clear understanding of the disadvantages of traditional media management places them well to respond.Recognition that regular advertising business processes will only bring low efficiency and waste,resulting in a vicious circle,opens their eyes to a need to innovate.In order to achieve the expected economic benefits,the company should improve its agility to cope with contingencies and strength to fend off competition.In order to develop and strengthen the main business of the company,and to improve its means of market management,it is necessary to adopt the advanced management concepts;business process reengineering has become a major breakthrough point for Liaoning radio and Television Advertising Co.,ltd..This paper analyses thoroughly the transformation,researching Liaoning radio and Television Advertising Co.,the traditional advertising business process,and identifying the root of its business processes.On this background recommendations to improve the restricted advertising revenue and toimplement modern information technology via business process reengineering,are made.Through the analysis of successful cases elsewhere in the media,and to illustrate the necessity of business process reengineering,comprehensive reviews of best practice are made.Taking the business process as the object and center of the transformation,and taking care of the customer's needs and satisfaction as the goal,the existing business processes are subjected to extensive re-thinking and thorough redesign;twice the result is achieved with half the effort.In order to improve the implementation environment of advertising business of Liaoning radio and Television Advertising Co.,Ltd.,and to enhance the actual benefits of advertising revenue optimal practice from new management techniques are identified.Achieving the further goal of risk avoidance in the advertising business activities,a road map for success is created such that the double harvest goal of income and social benefits is achieved.