Abstract: In the background of the Internet, traditional media companies are facing very serious challenges. This paper firstly gave a brief introduction to the development of traditional media, pointed out the necessity of digital transformation of traditional media companies, and analyzed Phoenix Media using political, economic, social and technological (PEST) analysis and strength, weaknesses, opportunity, and threat (SWOT) analysis. Moreover, the current development of the company was analyzed, and its digital transformation path was elaborated. Finally, the existing problems of the company were pointed out, and some suggestions were given. This study provides a reference for traditional media companies to carry out digital transformation.
Keywords: Internet, traditional media, digitalization, transformation path
