Research On Digital Business Transformation Of D Advertising Company

With the development of economic globalization,consumer fragmentation and information digitization,enterprises are innovating in practice and theory.The advertising market and the advertising industry also present a new state and characteristics.The companies need to take advantage of the opportunities brought by the industrial restructuring and improve the market environment to meet the professional service capabilities.At the same time,advertising companies urgently need to conduct business model innovation and transformation,which is not only to deal with the needs of the fierce competition in the external environment,but also an important means to solve the internal management.Only in this way,advertising companies can break through the bottleneck and constantly improve the performance.This paper takes D Company as an example and studies the transformation of its digital business.In the course of the study,this article attempts to explore some rules in the digital advertising company in business practices through advertising,marketing,communication and other related theories.And on the basis of the theory,it put forward specific measures in digital transformation.At the same time,through the study of the digital business transformation of D Company,the suggestions and strategies are put forward,so as to provide some reference for the development of D Company's digital business.This paper first analyzes the D Company's internal and external environment were.In the analysis of the external environment of the company,the company's macro environment is analyzed through the PEST analysis method.The company's industry environment is analyzed through Potter's five forces model.According to the analysis,the company's external environment opportunities and threats are obtained.In the analysis of the internal environment of the company,it from the company's internal resources and capabilities of the two angles of the specific analysis.According to the analysis results,the company's internal environment advantages and disadvantages are obtained.Secondly,according to the analysis results of the internal and external environment of D Company,the SWOT analysis method is used to determine the strategy of the company's digital business transformation.At the same time,according to the actual situation of D Company,it determines the company digital business transformation strategies.Thirdly,according to the D Company digital business transformation strategy,it put forward D Company implementation of digital business transformation specific strategic measures.Finally,it obtained the D Company digital business transformation safeguard measures.I hope this research can provide some reference for the digital business transformation of advertising enterprises,and promote the healthy development of the whole industry.