【摘要】：改革開放以來，，我國報業(yè)經(jīng)濟的發(fā)展走上了“事業(yè)單位，企業(yè)化管理”的經(jīng)營模式。在這三十多年的時間里，在市場經(jīng)濟、企業(yè)模式的推動下，中國報業(yè)融合入市場經(jīng)濟之中，走上了自擔(dān)風(fēng)險、自負(fù)盈虧的格局，并發(fā)展成為信息時代的一個新興產(chǎn)業(yè)。報業(yè)的三大主業(yè)經(jīng)營是廣告、發(fā)行和印務(wù)，還有多種經(jīng)營業(yè)務(wù)，如房地產(chǎn)、物流、旅游、酒店管理等。報業(yè)在做好三大主業(yè)經(jīng)營的同時，在多種經(jīng)營這方面存在諸多不足，因此本文研究具有十分重要的意義。 本文以深圳報業(yè)集團作為研究對象，利用多元化經(jīng)營理論分析了報業(yè)集團的多元化戰(zhàn)略經(jīng)營模式。首先分析了深圳報業(yè)多元化經(jīng)營的綜合背景：成長歷程，宏觀環(huán)境，市場競爭情況；其次，深入剖析深圳報業(yè)集團多元化經(jīng)營模式，對報業(yè)集團多元化經(jīng)營戰(zhàn)略進行SWOT分析，分析深圳報業(yè)多元化戰(zhàn)略的優(yōu)勢與劣勢，提出戰(zhàn)略選擇，闡述其進行多元化經(jīng)營的必要性和可行性；最后，從多角度提出了相關(guān)戰(zhàn)略實施措施。 本文綜合分析認(rèn)為，深圳報業(yè)集團現(xiàn)有多種的經(jīng)營模式，在一定程度上發(fā)揮了報業(yè)集團的資源優(yōu)勢，但在目標(biāo)行業(yè)選擇上還在存在盲從，如房地產(chǎn)業(yè)，餐飲業(yè)；應(yīng)加大對多媒體領(lǐng)域和信息服務(wù)業(yè)的投入；戰(zhàn)略規(guī)劃上立足深圳，辦好報紙這項主營業(yè)務(wù)，向文化信息服務(wù)領(lǐng)域拓展，走文化加其他行業(yè)結(jié)合的發(fā)展道路，如：“文化+地產(chǎn)”模式；打破地域壁壘，打造核心品牌價值，真正走出跨地區(qū)、跨媒體、綜合性、多元化、國際化的大型傳媒發(fā)展道路。在政策建議方面認(rèn)為，報業(yè)集團的核心在于把握主業(yè)，拓展文化產(chǎn)業(yè)平臺，謹(jǐn)慎選擇目標(biāo)行業(yè)和實現(xiàn)途徑，營造良好的外部政策環(huán)境和集團內(nèi)部環(huán)境。
[Abstract]:Since the reform and opening up, the development of newspaper economy in our country has entered the management mode of "institution, enterprise management". In the more than thirty years, under the promotion of market economy and enterprise model, Chinese newspaper industry has merged into market economy, stepped on the pattern of taking risks and taking responsibility for its own profits and losses, and developed into a new industry in the information age. The three major businesses of the newspaper industry are advertising, distribution and printing, as well as a variety of business, such as real estate, logistics, tourism, hotel management, etc. The paper is of great significance for the newspaper industry to do well in the three main businesses, and at the same time, there are many shortcomings in the diversification of the newspaper industry, so the study of this paper is of great significance. This paper takes Shenzhen newspaper Group as the research object, and analyzes the diversification strategy management mode of newspaper Group by using the theory of diversification. Firstly, it analyzes the comprehensive background of Shenzhen newspaper diversified management: growth course, macro environment, market competition; secondly, it deeply analyzes the diversified management mode of Shenzhen newspaper group, and carries on SWOT analysis to the diversified management strategy of newspaper group. This paper analyzes the advantages and disadvantages of Shenzhen newspaper diversification strategy, puts forward the strategic choice, expounds the necessity and feasibility of its diversification management, and finally, puts forward the relevant strategic implementation measures from various angles. According to the comprehensive analysis of this paper, the existing diversified business models of Shenzhen newspaper Group, to a certain extent, have brought into play the resource advantages of the newspaper Group, but there are still blind followings in the choice of target industries, such as real estate industry and catering industry; We should increase our investment in the field of multimedia and information services, base ourselves on Shenzhen in our strategic planning, do a good job in newspaper business, expand into the field of cultural information services, and take the road of combining culture with other industries. Such as: "cultural real estate" mode; break the regional barriers, create the core brand value, truly out of the cross-regional, cross-media, comprehensive, diversified, international large-scale media development. In terms of policy suggestions, the core of newspaper group is to grasp the main industry, expand the cultural industry platform, carefully select the target industry and realize the way, and create a good external policy environment and group internal environment.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G219.24;F272.3

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