Research On Digital Strategy Optimization Of Jing Guan Media

The change of technology,social environment and the commercial environment,product economy,information economy,experience economy,digital economy,furthermore,the changes of competitive factors,the digitalization and connection brought by digital technology,have already generally changed most of the basic competitive elements of commercial society-customers,industrial chains,channels and communications.Great changes have already taken part in all field of the society since the rapid pace of our life.Customers are changing from the “fake God” to the “real God”,which is an interesting phenomenon.While the purpose of the channels is changing from fighting for space to fighting for time,the relationship between space and time seemed to be the main problem we need to face,the other thing we should pay attention to is to realize that the way of communication between audience and the “speaker” is transforming from media to we media,which make great sense.In order to promote the integrated development of traditional media and the emerging media nowadays,comprehensively deepening the reform of China’s media industry has become a national strategy.As far as we concerned,under the impact of new technologies such as cloud computing,big data,5G,mobility and artificial intelligence,digital transition and other methods that change public communication habits,digitizing transition has become the consensus of traditional mainstream media development.That’s a tendency in the future,and on the other hand,from the perspective form the Jing Guan Media,the most significant thing,or we say what they should actually focused on is,how to accelerate and strengthen the construction of “new mainstream media” based on the media transition as well as how to realize comprehensive transformation and self-revolution.Furthermore,trying to figure out how to maintain the sustainable development of business model needs to constantly explore and finally come up with a somehow,correct and appropriate way,and it might be known as the best way of digital development.The implementation of Jing Guan Media’s digitizing strategy has already experienced four stages as a whole.That’s a fulfill history,and in the future,there is still a long way to go.We know that at present,the firm is on the stage of re-upgrading and re-optimization in the digitizing strategy.However,what we find out is that the specific optimizing path is still unclear,which is the main subject studied in this thesis.In the future,things will change of course,and we are looking forward for the positive reply that may give us more chance to success.After analyzing the problems we faced and the difficulties we are suffering from,following parts of the thesis will point out several ways on dealing with it.Through literature research method,this thesis based on combing the research literature on digitizing strategy at home and abroad,which means countries that exsit all over the world,on the digital strategy research documents,including user consciousness research,fusion thinking research,transformation of profit model research,organizational structure research,also it focusses on strategy theory and innovation ecosystem theory.On the basis of these theory above,this thesis uses PEST analysis to analyze the macro environment,mainly from the four different aspects,political,economic,technology and social environment,to considered the target question in a comprehensive analysis.Things are complex though,however,later on,through the five forces model analysis industry environment,mainly through industry competitors,potential competitors,substitutes,buyers,and suppliers those five aspects of detailed analysis,and summarizes the opportunities and threats faced by Jing Guan Media’s digitizing strategy.After doing these prerequisites at the outset,furthermore,through the questionnaire survey,and the interview research of Jing Guan Media,this thesis analyzes the current situation of Jing Guan Media’s digitizing strategy,including the establishment of the digitizing strategy evaluation index system,and the analysis of Jing Guan Media’s digital product and service ability and digital management ability.Among the aspects mentioning above,however,digital product and service capabilities include design creativity digital capability analysis,content production digital capability analysis,operation execution digital capability analysis,brand communication digital capability analysis;Digital management capability includes digitizing strategy capability,digital organization capability and digital operation capability.Based on the analysis of the current situation,this thesis summarizes the advantages,and disadvantages,in other words---drawbacks,of Jing Guan Media’s digitizing strategy.The advantages include good reputation and influence,strong think tank and industry customer resources,advanced visual creative ideas,rich design experience,strong content planning ability,which means to take hold of the whole process,as well as possessing a strong digital management ability.The disadvantages are that the digital business system is not advanced,(for instance,the design system of their company and the typesetting system of the company are not advanced enough when dealing with the subjects that were mentioned in this thesis)the characteristics of digital products are not that obvious as it was thought to be,there is no clear audience group so there might be all ages and all groups of un-related people in the target audience,the strength of digital content production team is not strong enough,the integration ability of first-class team is not strong,the digitization ability of operation and implementation is weak instead,and the brand communication ability is not strong as it’s expected.All those disadvantages are the part we need to focus,we shouldn’t give up,and indeed,those problems are flexible and taking more efforts on doing it will finally lead to a different end of the story.Next,the thesis explains the principles and Jing Guan Media’s digitizing strategy optimization,which mainly includes Leadership Principle,Learning Principle,Long-termism Principle.Under these principles,things will be better.For enterprises,when the digital stategy is only conducted at the beginning,or we say it ’ s not completed yet,digitizing strategy is a long-term project,which is only in progress rather than being finally completed.The optimization of Jing Guan Media’s digitizing strategy is mainly based on the accumulated experiences and current shortcomings during the digitalization in the past years.On this basis,the thesis puts forward the paths of digitizing strategy optimization.The first thing that worth mentioned here in this thesis,was to introduces the optimizing path of product and service digitization strategy,including optimizing digital production,optimizing digital operation,optimizing digital marketing and optimizing digital products.These four different aspects each has its own operation mode and they are essential for the services we provide for the customers and users,the following part are the brief description,including specific ways of dealing them.As for optimizing digital production,the digitization of content production is significant.Jing Guan Media should pay close attention to the forefront of mobile technology,take full advantage of advanced technologies and improve interviewing and editing ability.Those are the things that should be done first.In order to be comprehensive enough,the first step should be careful enough and make sure no mistakes can be found.Then,the firm should embed new digital technology into the whole process and life cycle of content planning,design and production.As for optimizing digital operation,Jing Guan Media established media convergence center.The next step is to further liberate productivity and further optimize the center’s operation.That’s also an essential part of the whole process and much effort should be taken when doing this.As for optimizing digital marketing,it depends mainly on customers.Actually,Jing Guan Media should accelerate the establishment of User Persona,which is the beginning of digital marketing.With accurate User Persona,Jing Guan Media should select appropriate marketing communication channels,reach and cover users with the help of digital means,interact with users through different channels,establish trading relationships with users,and realize transactions and returns.Trying to find out what users want,what are their preferences,and give them the necessary assistance and to recommand appropriate commodity turn out to be a extremely significant project for the people who work in the field of digital marketing.In addition to optimizing its existing matrix product,as for the field of optimizing digital products,Jing Guan Media should not only optimize the existing matrix products,but also identify the digital assets accumulated by the company over the past two decades,managing and utilizing these assets,creating more value and realizing digital assets appreciation and realization.Besides the things mentioned above,the innovation ecosystem based on digital technology should continue to evolve.How to better connect and integrate Jing Guan Media’s external partners and resources through digital technology,build a value community and create a win-win situation.The system mainly includes identifying key customers,maintaining important product developers,developing ecological partners,looking for community of interests,enabling industry partners,etc.Many works should be done in the future.It seems that constantly improving the problems encountered in this process has become the urgent task for Jing Guan Media.Partners are necessary for all enterprises.On this basis mentioned above,enterprises they can not only share resources,but also jointly research and make common progress together as a whole.Conducting the division of labor according to everyone’s strengths.The enabling industry partners mentioned above mean that companies can complement each other.To establish a complete system,the discovery of the community of interests also needs the enterprise treatment to often exchange the latest information and find their common ground,so as to achieve the purpose of seeking common ground while shelving differences between each other.In the next few paragraphs,there are several methods that will be mentioned since the problems we have already discussed above.What we should focused on next was the following ideas and strategies pointed out many significant and valuable recommendations for the organizational mechanism of Jing Guan Media’s digitizing strategy optimization.(1)At the outset,in terms of organizational guarantee,we should adhere to the determination of digitizing strategy optimization,establish a digital operation center,form a project-based organization form,and change from a matrix organization form to a project-based organization form.(2)Secondly in terms of talent security,we should recruit compound talents,strengthen digital skill training,and optimize the structure of digital strategic decision-making team.(3)Thirdly,in terms of system guarantee,optimize various systems of digital office process,set assessment indicators for digital ability improvement,and improve the digital ability assessment system.(4)Last but not least,in terms of corporate culture guarantee,embed digital thinking,create a cultural atmosphere that encourages innovation,and strengthen cultural introduction activities.The organizational guarantee,talent security,system guarantee and corporate culture guarantee are four parts that actually form the basis for the continuous evolution of the whole enterprise,and they are the basic guarantee for the continuous optimization of all enterprises and the foreseeable future.For the optimization of these four aspects,it is imminent and imperative,and the four aspects need everyone in the system to work together,coming up with new ideas,to think critically and constantly improve their working content,this is the part that can gradually improve and being carried forward.Finally,the discussion come to an end,this thesis aims at looking forward to the objectives and prospects of Jing Guan Media’s digitizing strategy optimization.The optimization is an ever-changing systematic project.Jing Guan Media should insist “content is king”,which refers to actually regardless of the flashy things and concentrate on the content of the articles,find the positioning of each article,as well as to output more high-quality content,so that the competitiveness will raise as a final result.Try to guide the public opinion in the financial field.Moreover,Jing Guan Media should rely on the brand and take creative communications as the core content,digitally drive product iteration,adhere to professional content production.Consequently,Jing Guan Media can not only create value for publics,but also realize its own growth and gain social and economic benefits.The content that has been written above is the overall analysis of the thesis and this summary provides an overview and the output of the whole paper.