Research On Digital Transformation Of ViVi Under The Background Of Media Convergence

In today's society where digital publishing is rapidly developing,compared with traditional book publishing,the competition in the periodical market is particularly fierce.Most traditional publications have been strongly impacted and show signs of regression,so digital transformation has become a common point for everyone.As an important part of traditional publications,fashion magazines need to adapt to the environment of media convergence at a faster speed with the support of smart devices and social media,seek new ways for their development,and deeply explore the road to digital transformation.Well-known domestic fashion magazines abound,and ViVi is well-known.Since being introduced to China in 2001,ViVi has made drastic reforms in the form of communication,communication platform,content and marketing model.It adopts the form of joint sales of paper media and electronic journals,and actively expands digital media promotion channels.It also highlights the concept of localized fashion,and conducts a series of attempts such as e-commerce and cross-industry co-branding.After collecting 202 valid questionnaires,the readers of ViVi were analyzed to understand their reading channels,purchase tendency and consumption motivation.The survey found that the main reading channels for readers are major new media platforms,and they have high requirements for content and typesetting.At the same time,it is also found that readers read or buy magazines,one is to obtain fashion information,and the other is for the purpose of chasing stars.These two major demands have become mainstream.However,in the process of transformation,the realistic environment faced by ViVi cannot be ignored.Through online interviews with the internal staff of the magazine,this article understands everyone's intuitive feelings about its digital transformation,and uses SWOT analysis to deeply explore the advantages and disadvantages of transformation,as well as the opportunities and challenges it faces.ViVi has been in the country for 20 years and has a brand influence that cannot be ignored.In addition,it has always been keeping up with the development of media integration and has a solid fan base.However,due to the conservative development model,insufficient talent reserves,weak fashion resources,lack of creativity in content production,and gaps in user experience,the development of ViVi is increasingly restricted.Therefore,under the impact of the epidemic,ViVi must not only face the challenges of existing competitors,KOL and KOC,but also seize the opportunity to regain a new life in the face of rising fashion consumer demand,fans and traffic blessings.How to regain a new life under the double attack of internal and external troubles is the top priority for the future development of ViVi.This article uses the "5W" theory to systematically summarize the effective experience of ViVi's transformation and development from the five levels of communicator(brand),content,audience(reader),channel and effect(profit).