A Ltd. Strategic Transformation Research

This thesis is composed of two parts: Case and Case Anlysis.Author illustrates such as an event in the Case section: Since June 2015 as A Ltd. knocking the bell, The Company had been fully prepared for strategic transformation as from traditional public relations company to PR Digital Media Group. Under the promotion of political, economic, social and technological conditions, PR industry has been showing a good momentum of development since the 1990 s. In recent years, affected by the slowdown in the overall economic situation, traditional PR industry began to transition direction of the emerging digital and Mobile Internet communications. After years of development, A Ltd. accumulated a wealth of experience, gathered a group of loyal customer resources and establish a good reputation. Through the opportunity to list on National Equities Exchange and Quotations(NEEQ), The Company decided to formally start business transformation, but also facing the communication channels, brand ideas, capital and other multi-challenge.The case analysis is based on the theory of strategic transformation and the process, elements and mechanism of transition, through the existing strategic evaluation, analysis of the external and industry environment, the internal resources and capabilities of the company, expounds the necessity of strategic transformation. By using analytical methods GE Matrix, the case analysis gets the position and objectives of strategic transformation as located in Internet communication fields related to public relations, creating emerging Internet communication group; in creative niche diversity management. The Strategy implementation part introduces the contents of the strategic transformation from the organization structure, operation, marketing, human resources and financial system aspect. This article provides a new idea for the research of the same kind of enterprises, and gives some reference to the enterprises in the tide of the transformation.