Research On The Business Model Transformation Of Z Advertising Company Based On Canvas Theor

Z Advertising & Media Co.,Ltd.is a small and medium-sized advertising and media company founded in Guiyang City,Guizhou Province,which was established in 2013 with a single business model dedicated to becoming a "leader in party building and cultural construction",although it was widely recognized in the industry and expanded within a few years.However,since 2017,under the new economic normal,the severe market environment has continuously challenged the bottom line of Z Advertising’s survival.At the same time,the arrival of the artificial intelligence era and the rampant epidemic of the new crown have made Z Advertising’s operation "worse".The competition in the main business market has intensified,and the business philosophy is solidified in the traditional media,making Z Advertising’s business revenue decline seriously.In this "3+1"(new era,new situation,new epidemic + artificial intelligence)era background,business model transformation is the fundamental way to solve the problem.Based on the business model canvas and related theories,combined with the characteristics of the times and development trends,the author concludes that the fundamental reason for the difficulties faced by Z advertising companies is that the existing business model is no longer adapted to the business environment of the "3+1" era.Nowadays,digital transformation is its top priority to reshape its value proposition;refining customer groups and developing channel channels are the basic prerequisites to realize its value;integrating core resources and expanding key businesses are the fundamental ways to create value.Based on these three perspectives,this paper has creatively formulated an optimization strategy of "one body and two wings" for Company Z to hedge against the negative factors of the "3+1" era model and finally help Company Z build a new business model.