Research On The Strategic Transformation And Development Of Y K Magazine In The Digital Era

With the advent of the digital era,almost all fields are experiencing "digital butterfly change".New technologies represented by Big Data,Artificial Intelligence,Cloud Computingand Internet of Things are increasingly changing our living environment,organizational business and structure.China has launched a major strategic goal of deepening the reform of the cultural system,promoting the great development and prosperity of socialist culture,and building a strong socialist culture.In order to adapt to the development,traditional media must change its minds and ideas.YK magazine is the one of the first cultural enterprises whichsuccessfully implements the transformation of for-profit cultural institutions into enterprise.It is of great practical significance to in-depth discuss on how to carry out its strategic adjustment and transformation.Firstly,this paper makes a carding and analysis on the theory of strategic transformation and the core competence theory needed to realize strategic transformation,aiming at providing theoretical basis for the follow-up research.Secondly,by using PEST,SWOT and Porter's five forces analysis methods,this paper makes a profound analysis of the general external environment and comprehensive internal environment of YK magazine.A good political,economic and social environment has created conditions for the development of YK magazine.The technical environment,industrial environment and competitive environment require YK magazine to reconstruct its enterprise development strategy and competitive strategy..Based on this,this paper proposes that YK magazine should adopt the development strategy of growth oriented enterprise and the strategy of concentration and differentiation for its core business.The strategic goals are divided into the long-term goal and short-term goals.The long-term strategic goal is to build YK magazine into a service-oriented international chemical publishing enterprise with leading core business,first-class network and platform,value-added services and efficient integration of resources through sustained efforts.The short-term goals are: to build core products and competitiveness with academic orientation,to realize digitalization in enterprise management,internal resource allocation and external service provision,and to continuously promote the construction of international communication capacity.This paper also proposes supporting measures according to the advantages and disadvantages of YK magazine.As far as YK magazine is concerned,through the cooperation with universities and scientific research institutions,it implements the core concepts of "content is king" and "promotion is king" to enhance its influence.Through the planning of business training and enterprise research,building a platform for production,learning and research,YK magazine can provide value-added services for its readers,authors and scholars.Make use of modern information technology and carry out strategic cooperation with relevant institutions to build a social platform for scholars,so as to enhance magazine influence and realize user value.In terms of internal operation,YK magazine should increase the investment in the network technology department,reconstruct the enterprise culture of "craftsman spirit",and improve the performance appraisal system.This operation philosophy of "reinforcing shortcomings" and promoting development can provide strong support for the realization of enterprise value from the management perspective.YK magazine should build its own database base on its author library,scholar library,manuscript library and other aspects,and use big data analysis technology to carry out digital operation of related resources.This paper also puts forward feasible suggestions from three aspects: academic content planning,academic consultant internationalization and journal international cooperation.