Research On Strategic Transformation Of SD Radio And Television Media Group Under The Environment Of Financial Media

Since the Nineteenth Century,the integration of traditional media and new media has been highly valued by the Party Central Committee.General Secretary Xi Jinping has repeatedly stressed that new technologies and new applications should be applied to media dissemination.At present,the advantages and disadvantages of traditional media and new media are becoming increasingly prominent,and it is the general trend to seek advantages and avoid disadvantages and develop in an integrated way.Under the promotion of national policy and industrial development,media convergence should become the consensus of traditional radio and television media.Based on the working experience of SD Radio and Television Media Group,the author takes the strategic transformation of traditional radio and television industry in the media environment as the topic of master's thesis.SD Radio and Television Media Group was established in 2016,which is the main market operator in the production of radio and television programs,cultural creativity and the development of radio and television industry.Since its establishment,SD Radio and Television Media Group has kept up with the trend of the times in content production and made contributions to the production of SD film and TV series;in terms of platform construction,it has been committed to the innovation of media development concept and mode in SD province,deeply cultivate the market and achieved win-win results;in terms of technological development,it has made intelligent transformation.But during the process of strategic transformation,there are some problems in users,content products,system reform,listing financing,brain drain.In the era of intelligent commerce,how to combine the concept of media integration with the future strategic transformation of SD Radio and Television Media Group is an important topic faced by SD Radio and Television Media Group.This paper uses PEST analysis model to analyze the macro environment of SD Radio and Television Media Group,sums up the opportunities and threats faced by the company.After analyzing the competitiveness of SD radio and television industry,the external factors of SD Radio and Television Media Group are evaluated and analyzed by using the external factor evaluation matrix(EFE matrix tool).It is concluded that the opportunity of external key factor of SD Radio and Television Media Group is policy opportunities and policy support,the threat is the impact of Internet and short video on traditional media.This paper analyzes the internal factors of SD Radio and Television Media Group such as financial indicators,employee retention rate,etc.,and establishes the internal factor evaluation analysis by using the internal factor evaluation matrix(IFE matrix tool).It is more intuitive to draw a conclusion that the disadvantage of SD Radio and Television Media Group is performance or relying on traditional business support,and there are problems of system reform.Through SWOT analysis and positioning,the strategic transformation positioning of SD Radio and Television Media Group is determined as the reverse strategy.According to the company's vision and the upcoming strategic transformation goal of SD Radio and Television Media Group,the overall idea of strategic transformation is formulated.With the impact of new media on traditional media and the opportunity of media integration,SD Radio and Television Media Group should establish new strategic transformation goals based on its own corporate vision.The specific strategic transformation strategies are implemented in five directions,including the reform of management system,the transformation of user management,the adjustment of business model,the transformation and empowerment of technology development,and the transformation of thinking to Internet thinking.Turn a disadvantage into an advantage.In order to implement the strategic transformation strategy,the paper proposes that SD Radio and Television Media Group should implement safeguard measures from the aspects of mechanism,human resources,financing,think tank and industrial park construction,so as to ensure that the strategic transformation of SD Radio and Television Media Group can be well implemented in actual operation,and turn the disadvantages into advantages.In order to implement the strategic transformation strategy,the paper proposes that SD Radio and Television Media Group should implement safeguard measures from the aspects of mechanism,human resources,financing,think tank and industrial park construction,so as to ensure that the strategic transformation of SD Radio and Television Media Group can be well implemented in actual operation.