Research On Digital Transformation Strategy Of HB Radio And TV Group

A new wave of change has been unleashed by mobile internet,artificial intelligence,cloud computing,the Internet of Things and other digital technologies.The media industry is undergoing industrial transformation.The traditional media R&D,production and distribution models are being overturned.It has become a topic of research and practice for academics and executives on how traditional media respond to industry change through digital transformation.The difficulties of the digital transformation of local broadcast media are the launching point of this research.Using HB Radio and Television as an example,the study combines literature review and case study based on Porter’s value chain theory,4P and 4C theories.Firstly,this research analyzed the contemporary situation and existing problems of HB Radio and Television’s digital transformation,including digitalization of business,assets,and operations.Existing problems primarily include insufficient research and development capabilities,inability to adapt production processes to market competition,inadequate channel construction and management capabilities,production and marketing disconnection from the market,and in-depth analysis of the reasons behind these problems include thought constraints,institutional constraints,imperfect research and development system,insufficient human resources reserves,and lack of development funds.At the same time,this study conducted a SWOT analysis of HB Radio and Television’s digital transformation,refined its strengths,weaknesses,opportunities,and threats in the digital transformation process based on its actual situation,and proposed an HB Radio and Television digital transformation strategy of "core digital platform construction,technological and business integration breakthroughs,and reconstructing competitive advantages."Secondly,based on learning from the advanced experience of Netflix and Hunan Broadcasting and Television’s digital transformation,the study eventually formed the "145framework" of HB Radio and Television’s digital transformation strategy-"one core digital platform,four core business scenarios,and five transformative guarantees."Finally,this study provides a detailed discussion of the specific measures and guarantees for the implementation of the "145 framework" of HB Radio and Television’s digital transformation.It proposes to promote digital transformation by constructing a digital integrated media platform,enhancing three aspects of data management,analysis,and application;innovating in the four core business scenarios of research and development,production,channel construction,and marketing,promoting deep integration of digital technology and media business,building a user and technology-driven research and development system,cultivating a platform-based media ecosystem,constructing a digital management and operation system for communication channels,and establishing a digital marketing system;and transforming traditional thinking,optimizing organizational management structure,redefining the technology department,cultivating a team of all-media talents,and exploring capital market integration as five support points to provide long-term support and guarantees for HB Radio and Television’s digital transformation.