Research On Digital Transformation Strategy Of John Wiley

Founded in 1807,John Wiley&Sons has grown into one of the top 10 publishing organizations in the world after all stages of modern publishing,from its emergence to its vigorous development.Entering into the 21st century,with the rapid development of the digital economy,the digital transformation of international publishing institutions has become a trend,and John Wiley faces the same situation.It is of great practical significance to study the digital transformation strategy of John Wiley.Adopting the literature research method and through the collection,arrangement and research of the literature related to the digital transformation of publishing enterprises,this paper forms the scientific understanding method of the digital transformation of publishing enterprises.The case study method is used to study and analyze the process and the path of digital transformation of publishing enterprises with certain universal laws obtained.Using the method of investigation to study the financial statements and investor analysis reports of John Wiley over the years,this paper analyzed all kinds of business data in the process of transformation,and interviewed the relevant business executives and important customers,aiming to find out the key problems in digital transformation and analyze its internal logical relationship.The digital transformation cases of other international famous publishing companies are analyzed by comparative research method to find the common ground and the differences of digital transformation in different publishing fields.The research process of this paper has gone through three stages,the first stage is extensive literature collection and reading so as to set up clear research goals and direction.The second stage is to carry on the internal and external investigation and interview to JohnWiley to form the understanding of more comprehensive method and identifying the path of John Wiley's digital transformation.Finally,combining the research conclusion with the comparative study case to complete the thesis writing.In the process of development,John Wiley has fully entered into business transformation around Professional,Trade and Education domain.In the past ten years,her digital transformation has also been carried out around these three major businesses.The path of John Wiley 's digital transformation is a dual transformation path:with her transformation from content provider to platform service provider,the target market of service also changes from trade market,professional market and education market to professional market and education market,which is focusing on academic research,educational service,professional service and so on.The exploration and practice of John Wiley's dual transformation path presented beneficial inspiration and reference for the digital transformation of publishing enterprises.John Wiley's product transformation and customer-centered dual transformation path are not only the adjustment of products and content,but also the adjustment of target users.In the process of digital transformation,products and target users are mutually reinforcing.Dual transformation mode may become an important choice for digital transformation of publishing enterprises.