Research On The Motivation And Performance Of Huayi Brothers' Strategic Transformation

The rapid development of the Internet and the ever-changing information technology changes have made the competition between enterprises more and more fierce.In the face of new competitive environment,enterprises have made strategic transformation for their own development.Strategic transformation is a major decision made by enterprises to cope with changes in their internal and external environment.Its implementation will have a profound and comprehensive impact on the development of enterprises.In recent years,more and more research has been done on strategic transformation of enterprises.Through the research on the motivation and performance of corporate strategic transformation,we can better understand the effect of corporate strategic transformation implementation.This paper selects the typical case of the strategic transformation of the film and television media industry.Huayi Brothers as the research object,based on the relevant theories of strategic transformation motivation and performance evaluation,studies the strategic transformation of Huayi Brothers.The article can be roughly divided into the following parts.Firstly,it introduces the basic situation of Huayi Brothers and the company's specific strategic transformation process,then analyzes the motivation of Huayi Brothers' strategic transformation,and finally focuses on the performance of Huayi Brothers after the strategic transformation.The study summarizes and proposes recommendations based on the effects of Huayi Brothers' strategic transformation.Through research,this paper finds that the motivation of Huayi Brothers' strategic transformation is mainly divided into two aspects: external causes and internal reasons.The external reasons are the rapid development of the Internet,which leads to the change of people's consumption choices,the increasingly fierce competition in the film and television media industry,and the real entertainment projects.The huge market demand,internal reasons are the flow of artist turnover,the film IP is difficult to consume.Through the study of Huayi Brothers' strategic transformation performance,the following conclusions have been drawn: Since Huayi Brothers completed its strategic transformation in 2014,it has transformed its business into three segments: “Internet Entertainment + Real-life Entertainment +Film and Entertainment”,its solvency and operational capacity remained stable compared to that before the transition,but the profitability,development capability,and EVA value all declined.In terms of non-financial indicators,Huayi Brothers employees maintained a stable rate,and the R&D investment was large but the stamina was insufficient and their product market share was not high.In response to the problems arising after the strategic transformation of Huayi Brothers,this paper puts forward the following suggestions: Huayi Brothers should first pay attention to the development of core business,and secondly should change the development mode of the two new sections.Finally,we should expand the popularity of the new section products.