【摘要】：目前,隨著我國(guó)互聯(lián)網(wǎng)行業(yè)的崛起以及全球化進(jìn)程的加快,我國(guó)新聞網(wǎng)站在國(guó)際上的認(rèn)可程度達(dá)到了前所未有的高度。越來(lái)越多的新聞網(wǎng)站在滿足國(guó)內(nèi)市場(chǎng)的同時(shí),紛紛開始開拓國(guó)際市場(chǎng)。新華網(wǎng)作為黨中央、國(guó)務(wù)院直接部署的中央重點(diǎn)新聞網(wǎng)站主力軍也不甘示弱,積極推進(jìn)國(guó)際化戰(zhàn)略,向著建設(shè)成為國(guó)際一流的、具有強(qiáng)大創(chuàng)新能力的新型互聯(lián)網(wǎng)企業(yè)的目標(biāo)而努力奮進(jìn)。但是,我國(guó)國(guó)際新聞傳播所處的低效局面嚴(yán)重影響并制約著我國(guó)新聞網(wǎng)站的國(guó)際化發(fā)展步伐,同時(shí),與國(guó)際新聞網(wǎng)站相比,新華網(wǎng)仍然面臨著諸多瓶頸,發(fā)展相對(duì)落后,存在較大差距。因此,對(duì)新華網(wǎng)股份有限公司進(jìn)軍國(guó)際市場(chǎng)的國(guó)際化戰(zhàn)略進(jìn)行研究迫在眉睫。一方面可以幫助新華網(wǎng)進(jìn)一步了解國(guó)內(nèi)外市場(chǎng)的發(fā)展趨勢(shì),幫助新華網(wǎng)進(jìn)一步審視自己本身的問(wèn)題,進(jìn)而有的放矢、對(duì)癥下藥,采取更加科學(xué)、合理的國(guó)際化戰(zhàn)略。另一方面可以改變中國(guó)媒體的國(guó)際格局,提高中國(guó)的國(guó)際影響力。鑒于此,本文第一部分首先闡釋選題的相關(guān)背景及意義,研究方法及內(nèi)容,并對(duì)國(guó)內(nèi)外傳媒集團(tuán)的國(guó)際化道路研究現(xiàn)狀進(jìn)行綜述,為后期寫作積累研究基礎(chǔ)。本文第二部分,通過(guò)回顧新華網(wǎng)的成長(zhǎng)經(jīng)歷,深入探討新華網(wǎng)國(guó)際化發(fā)展的現(xiàn)狀及存在問(wèn)題。本文第三部分,通過(guò)運(yùn)用邁克爾·波特的五力模型,從行業(yè)內(nèi)部的競(jìng)爭(zhēng)、新進(jìn)入者的威脅、替代品的威脅、購(gòu)買者的討價(jià)還價(jià)能力和供應(yīng)商的討價(jià)還價(jià)能力五個(gè)方面,詳細(xì)分析新華網(wǎng)國(guó)際化面臨的市場(chǎng)競(jìng)爭(zhēng)狀況。本文第四部分,從優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅四個(gè)方面對(duì)新華網(wǎng)國(guó)際化發(fā)展進(jìn)行SWOT分析,為制定新華網(wǎng)國(guó)際化戰(zhàn)略實(shí)施措施提供依據(jù)。本文第五部分,在市場(chǎng)競(jìng)爭(zhēng)和SWOT分析基礎(chǔ)上,著眼于新華網(wǎng)進(jìn)行國(guó)際化戰(zhàn)略發(fā)展中應(yīng)遵守的原則、步驟以及市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略對(duì)新華網(wǎng)國(guó)際化戰(zhàn)略發(fā)展進(jìn)行整體規(guī)劃。本文第六部分,從內(nèi)容建設(shè)、經(jīng)營(yíng)模式、技術(shù)和機(jī)制體制四個(gè)方面制定新華網(wǎng)國(guó)際化戰(zhàn)略發(fā)展的實(shí)施措施。
[Abstract]:At present, with the rise of China's Internet industry and the acceleration of the process of globalization, the degree of international recognition of Chinese news websites has reached an unprecedented height. More and more news websites meet the domestic market and begin to open up the international market at the same time. As the Party Central Committee, the main force of the central key news websites directly deployed by the State Council is not willing to show weakness, and it is actively promoting the internationalization strategy and becoming a world-class one. A strong innovative ability of the new type of Internet enterprise goals and efforts to advance. However, the inefficient situation of international news dissemination in our country seriously affects and restricts the international development of Chinese news websites. At the same time, compared with international news websites, Xinhuanet still faces many bottlenecks and is relatively backward in development. There is a big gap. Therefore, it is urgent to study the internationalization strategy of Xinhuanet Co., Ltd. On the one hand, it can help Xinhuanet to further understand the development trend of domestic and foreign markets, to help Xinhuanet to further examine its own problems, and then to take a more scientific and rational international strategy. On the other hand, it can change the international pattern of Chinese media and enhance China's international influence. In view of this, the first part of this paper first explains the background and significance of the topic, research methods and content, and domestic and foreign media groups on the international road to summarize the status quo, for later writing accumulation of research foundation. In the second part of this paper, through reviewing the growth experience of Xinhuanet, the present situation and existing problems of Xinhuanet's internationalization development are discussed in depth. The third part of this paper, by using Michael Porter's five-force model, from five aspects of competition in the industry, the threat of new entrants, the threat of alternatives, the bargaining power of buyers and the bargaining power of suppliers. Xinhuanet internationalization is faced with a detailed analysis of the market competition. The fourth part of this paper analyzes the internationalization development of Xinhuanet from four aspects of advantages, disadvantages, opportunities and threats, and provides the basis for the implementation of Xinhuanet internationalization strategy. The fifth part of this paper, on the basis of market competition and SWOT analysis, focuses on the principles to be observed in the development of Xinhuanet's internationalization strategy, the steps and the market competition strategy for the overall planning of the development of Xinhuanet's internationalization strategy. The sixth part of this article, from the content construction, the management pattern, the technology and the mechanism system four aspects formulates the Xinhuanet internationalization strategy development implementation measure.
【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】：2015
【分類號(hào)】：G210.7-F

【共引文獻(xiàn)】

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本文編號(hào)：2175032