| Since the outbreak of COVID-19,digital economy has become one of the most important economic forms in the world,leading the digital transformation of all aspects of social economy.For the publishing media enterprises,how to seize the historical opportunity of digital transformation and accelerate into the fast track of digital economy is an important issue both for survival and long-term development.Based on the Digital Economy Theory and the Value Chain Theory,this paper gives the definition of digital transformation and summarizes the digital transformation directions of business growth,intelligent operation and business innovation by systematically combing the literature and cases.An investigation and analysis framework based on these three directions is designed to diagnose the current situation of digital development of G Publishing & Media Group.Through research and interviews,G Publishing & Media Group has some problems,such as low efficiency of content R&D and management,backward level of production intellectualization and refinement,poor coordination of supply chain,insufficient effective support for marketing digital innovation and function management,etc.Based on these problems and the development plan of G Publishing & Media Group during the 14 th five-year plan period,this paper formulates the digital transformation strategies of G Publishing & Media Group:(1)the excellent content strategy,including establishing AI Content Brains to create and filter intelligent content,and building a digital product R&D management platform and a content resource management platform to develop forward-looking and competitive content products,and to improve the efficiency of R&D;(2)the intelligent production strategy,integrating digital technology into every production link,such as editing,reviewing,printing,and so on,to build a one-stop content production platform and intelligent production control platform,which will promote the intelligent upgrading of content production and the meticulous management of print production,and achieve mode of production innovation and higher production quality and efficiency;(3)the digital intelligence marketing strategy,establishing the user-oriented and data-driven precision marketing mechanism through the overall channel digitization,the user management digitization,and the operation analysis visualization,to achieve business growth and management improvement;(4)the agile supply chain strategy,establishing a digital supply chain coordination platform,and connect the whole process information of editing,printing,issuing and logistics,to achieve end-to-end integrated management,which promote supply chain management upgrade to achieve cost reduction and efficiency;(5)the digital function strategy,including office integration,intelligent decision-making assistance,comprehensive risk control,whole-process investment management,human resources management,digital party building and digital finance,to realize the digital upgrading of global management functions and provide stable support for efficient business operation.Furthermore,this paper puts forward the guarantee measures from three aspects of perfecting the digital infrastructure construction,tamping the personnel guarantee of the digital organization and shaping the digital enterprise culture.At present,the digital transformation of domestic publishing & media enterprises is still in the exploratory stage of "crossing the river by feeling for the stones".The research results of this thesis not only provide a feasible strategy scheme for the comprehensive digital transformation of G Publishing & Media Group,but also provide useful methodological guidance and implementation path reference for digital transformation of the whole publishing and media industry,which has certain theoretical and practical value. |
