科技出版数字化转型困境与对策——以齐夫·戴维斯公司为例

The Difficulties and Countermeasures of Digital Transformation of STM Publishing: Taking Ziff Davis as an Example

以曾经烜赫一时的传统高科技出版商齐夫·戴维斯为研究对象,在回顾其发展历程的基础上,分析其2008年破产清算的背景和原因,并重点研究其数字化转型和脱困的策略,即以专注优质、权威内容资源的生产为核心,借助并购手段开发多元业务板块、扩大业务规模,确立以技术和数据为核心的广告营销模式,从而成功转型为领先的数字媒体公司。

Taking Ziff Davis, a leading IT publishing company as a case, based on its development history, the paper analyzes the background and reasons for its bankruptcy in 2008, and then explores its transformation strategies and experiences into a digital media company, namely focusing on high-quality and authoritative content products, diversifying business portfolio, expanding business scale, and establishing technology-and-data-orientated AD marketing patterns etc.