【摘要】：十八屆三中全會以來,隨著文化產(chǎn)業(yè)政策扶持力度的不斷加大,文化傳播行業(yè)迎來了發(fā)展契機(jī)。尤其是互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,社交網(wǎng)絡(luò)和移動網(wǎng)絡(luò)相結(jié)合的新媒體時(shí)代的到來,促使傳統(tǒng)文化傳播行業(yè)發(fā)生重大變革。大慶岱博文化傳播有限公司作為傳統(tǒng)文化傳播行業(yè)的一員,在這樣的大背景下,在未來的發(fā)展方向上面臨著重大挑戰(zhàn)和機(jī)遇。因此,需要綜合分析公司內(nèi)部、外部環(huán)境,整合資源優(yōu)勢,揚(yáng)長避短,及時(shí)調(diào)整公司的發(fā)展戰(zhàn)略以達(dá)到適應(yīng)新環(huán)境的目的。本文歸納和整理了企業(yè)發(fā)展戰(zhàn)略的相關(guān)理論,應(yīng)用PEST分析法和波特五力分析法對大慶岱博文化傳播有限公司的外部環(huán)境進(jìn)行綜合分析,同時(shí)根據(jù)對岱博公司的實(shí)際調(diào)研,對該公司的現(xiàn)狀和內(nèi)部環(huán)境進(jìn)行充分探討。在上述基礎(chǔ)上,應(yīng)用SWOT分析法,選定了適合大慶岱博公司的發(fā)展戰(zhàn)略——即增長型發(fā)展戰(zhàn)略為主,多戰(zhàn)略為輔的發(fā)展戰(zhàn)略。通過對公司的進(jìn)一步分析,從時(shí)間和實(shí)現(xiàn)目標(biāo)的角度將公司的發(fā)展戰(zhàn)略分為三個(gè)階段,即穩(wěn)定擴(kuò)張階段、轉(zhuǎn)型發(fā)展階段和創(chuàng)新發(fā)展階段,同時(shí)確立了公司的具體發(fā)展戰(zhàn)略實(shí)施方案,實(shí)施穩(wěn)步增長主營業(yè)務(wù)收入、打造咨詢式廣告代理平臺、做好三輔一主的發(fā)展模式、建立專業(yè)新媒體技術(shù)攻關(guān)團(tuán)隊(duì)以及打造“小巨星”品牌的發(fā)展規(guī)劃。
[Abstract]:Since the third Plenary session of the 18th CPC Central Committee, with the increasing policy support of cultural industry, cultural communication industry ushered in a development opportunity. Especially with the rapid development of Internet technology and the arrival of the new media era of social network and mobile network, the traditional culture communication industry has undergone great changes. As a member of traditional culture communication industry, Daqing Daibo Cultural Communication Co., Ltd. is facing great challenges and opportunities in the future. Therefore, it is necessary to comprehensively analyze the internal and external environment of the company, integrate the advantages of resources, take advantage of the advantages and avoid the weaknesses, and adjust the development strategy of the company in time to meet the purpose of adapting to the new environment. This paper summarizes and arranges the relevant theories of the enterprise development strategy, applies the PEST analysis method and the Porter five forces analysis method to carry on the comprehensive analysis to the outside environment of Daqing Daibo Culture Communication Co., Ltd., meanwhile, according to the actual investigation of the Daibo Company, The current situation and internal environment of the company are fully discussed. On the basis of the above, the development strategy suitable for Daqing Daibo Company is selected by using SWOT analysis method, that is, the growth strategy is the main development strategy, and the multi-strategy is the auxiliary development strategy. Through the further analysis of the company, the development strategy of the company is divided into three stages from the point of view of time and achieving the goal, namely, the stable expansion stage, the transition development stage and the innovation development stage. At the same time, it has established the specific development strategy implementation plan of the company, implemented the steady growth of the main business income, created the consulting advertising agency platform, and done a good job of the development model of "three auxiliary and one master". Establish a professional new media technology team and create a "small superstar" brand development plan.
【學(xué)位授予單位】：東北石油大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G124;F272

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