發(fā)布時(shí)間：2018-03-05 00:24

  本文選題：發(fā)展戰(zhàn)略　切入點(diǎn)：戰(zhàn)略制定　出處：《廣西大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：公司發(fā)展戰(zhàn)略,是公司個(gè)體在完成自身組織建立的基礎(chǔ)上,為公司的成長(zhǎng)與發(fā)展而對(duì)自身所開(kāi)展的自我定位、公司發(fā)展目標(biāo)、公司發(fā)展途徑等多方面的管理活動(dòng)。公司發(fā)展戰(zhàn)略管理涉及了公司發(fā)展所面臨的環(huán)境分析、發(fā)展目標(biāo)制定、發(fā)展戰(zhàn)略的選擇、具體實(shí)施及實(shí)施過(guò)程中的有效控制等方面。作為公司發(fā)展的根本性綱領(lǐng),發(fā)展戰(zhàn)略是貫穿于公司發(fā)展的全過(guò)程,對(duì)公司發(fā)展至關(guān)重要。柳州市首斧廣告?zhèn)髅接邢挢?zé)任公司是一家結(jié)合傳統(tǒng)媒介與新興媒介平臺(tái),以經(jīng)營(yíng)戶外媒體、網(wǎng)絡(luò)新媒體、影視傳媒和營(yíng)銷策劃為主的綜合性區(qū)域大型廣告?zhèn)髅焦?主要從事戶外媒體投資經(jīng)營(yíng)、城市LED戶外彩屏投資經(jīng)營(yíng)、品牌推廣三大類服務(wù)。經(jīng)過(guò)多年發(fā)展,公司已成為桂中地區(qū)最大戶外媒體運(yùn)營(yíng)商、最大社區(qū)媒體運(yùn)營(yíng)商和最大新媒體運(yùn)營(yíng)商。在傳媒產(chǎn)業(yè)整體面臨著“業(yè)態(tài)蛻變”的背景下,首斧廣告?zhèn)髅接邢挢?zé)任公司作為一家具有深厚傳媒產(chǎn)業(yè)基礎(chǔ)的傳媒公司,需要對(duì)市場(chǎng)的轉(zhuǎn)變做出快速、準(zhǔn)確的回應(yīng),因此,制定明確的公司發(fā)展戰(zhàn)略用以指導(dǎo)公司的整體發(fā)展尤為必要。本文基于現(xiàn)代企業(yè)戰(zhàn)略管理的思路,以資源配置、目標(biāo)戰(zhàn)略、管理戰(zhàn)略、市場(chǎng)戰(zhàn)略、競(jìng)爭(zhēng)戰(zhàn)略等相關(guān)理論為指導(dǎo),綜合分析首斧廣告?zhèn)髅接邢挢?zé)任公司發(fā)展所面臨的政治、經(jīng)濟(jì)、社會(huì)文化、科學(xué)技術(shù)等公司外部發(fā)展環(huán)境,以及公司內(nèi)部的業(yè)務(wù)模塊、組織架構(gòu)、人力資源、財(cái)務(wù)狀況等環(huán)境,利用SWOT分析模型梳理公司發(fā)展的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)與威脅,以此為基礎(chǔ),對(duì)公司未來(lái)發(fā)展的戰(zhàn)略目標(biāo)、戰(zhàn)略選擇、戰(zhàn)略重點(diǎn)、戰(zhàn)略步驟、戰(zhàn)略控制及戰(zhàn)略保障等進(jìn)行制定與實(shí)施,以期促進(jìn)公司獲得更強(qiáng)、更高、更快的發(fā)展。
[Abstract]:The development strategy of the company is the self-positioning and development goal of the individual company on the basis of completing the establishment of its own organization and for the growth and development of the company. The company development strategy management involves the environmental analysis, the development target formulation, the choice of the development strategy of the company development, the company development strategy management involves the environment analysis which the company faces, the development goal formulation, the development strategy choice, As the fundamental program of the company's development, the development strategy runs through the whole process of the company's development. Liuzhou Shou-axe Advertising Media Co., Ltd. is a combination of traditional media and emerging media platform to operate outdoor media, network new media, Film and TV media and marketing planning mainly comprehensive regional large advertising media companies, mainly engaged in outdoor media investment management, urban LED outdoor color screen investment management, brand promotion of three major types of services. After years of development, The company has become the largest outdoor media operator, the largest community media operator and the largest new media operator in Guizhong region. As a media company with a deep foundation in the media industry, Shou-axe Advertising Media Co., Ltd. needs to make a rapid and accurate response to the changes in the market. It is particularly necessary to formulate a clear company development strategy to guide the overall development of the company. Based on the thinking of modern enterprise strategic management, this paper is guided by the relevant theories such as resource allocation, target strategy, management strategy, market strategy, competition strategy, etc. Comprehensive analysis of the political, economic, social and cultural, scientific and technological, internal business modules, organizational structure, human resources, financial situation, etc., of the development of Shou-axe Advertising Media Co., Ltd., is a comprehensive analysis of the external development environment of the company, such as politics, economy, social culture, science and technology. Using the SWOT analysis model to sort out the strengths, weaknesses, opportunities and threats of the company's development, on the basis of this, to the future development of the company's strategic objectives, strategic choices, strategic focus, strategic steps, Strategic control and strategy guarantee are formulated and implemented in order to promote the company to achieve stronger, higher and faster development.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;F272

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