【摘要】：在市場經(jīng)濟(jì)條件下，以報(bào)紙廣播電視為首的傳統(tǒng)媒體行業(yè)遭遇到了巨大的挑戰(zhàn)，也面臨著巨大的機(jī)會(huì)。近年來,新媒體迅猛發(fā)展，更是給傳統(tǒng)媒體行業(yè)帶來沖擊。這樣的形勢下，學(xué)者和管理實(shí)踐者們在體制和經(jīng)營模式兩個(gè)方面都對該行業(yè)進(jìn)行了多種探索，期望使之能在市場經(jīng)濟(jì)大潮中破浪前行。本文以寧波的報(bào)紙廣播電視行業(yè)為研究對象，在現(xiàn)有的文獻(xiàn)理論基礎(chǔ)上，提出適合寧波傳統(tǒng)媒體提升經(jīng)濟(jì)效益的戰(zhàn)略的研究思路。全文圍繞傳統(tǒng)媒體經(jīng)濟(jì)效益這一核心概念，開展了三個(gè)階段的研究。首先，是戰(zhàn)略的輸入。對寧波傳統(tǒng)媒體的環(huán)境做了宏觀、中觀、微觀三個(gè)層面的分析，即政治、經(jīng)濟(jì)環(huán)境，行業(yè)環(huán)境，內(nèi)部環(huán)境。其中內(nèi)部環(huán)境以寧波日報(bào)報(bào)業(yè)集團(tuán)、寧波廣播電視集團(tuán)、鎮(zhèn)海區(qū)新聞中心作為研究案例。并做了寧波傳統(tǒng)媒體行業(yè)環(huán)境的分析。再者，對提升寧波傳統(tǒng)媒體經(jīng)濟(jì)效益的可選戰(zhàn)略及路徑進(jìn)行對比分析，做出戰(zhàn)略選擇。包括公司層的“適度規(guī)模的產(chǎn)業(yè)擴(kuò)張”戰(zhàn)略、“相關(guān)性多元化投資及融資”戰(zhàn)略，業(yè)務(wù)層的集中戰(zhàn)略、成本領(lǐng)先戰(zhàn)略及差異化戰(zhàn)略。最后，是戰(zhàn)略的實(shí)施。實(shí)施中，首要解決的問題是產(chǎn)業(yè)發(fā)展中心和事業(yè)發(fā)展中心的關(guān)系處理，再對事業(yè)發(fā)展中心的治理結(jié)構(gòu)、組織結(jié)構(gòu)、核心競爭力進(jìn)行研究。本文的結(jié)論是，，提升寧波傳統(tǒng)媒體行業(yè)經(jīng)濟(jì)效益需要首先確認(rèn)其市場主體，在此基礎(chǔ)上運(yùn)用現(xiàn)代企業(yè)制度的理念，優(yōu)化重組整合現(xiàn)有資源，適度進(jìn)行產(chǎn)業(yè)擴(kuò)張，利用資本的作用，充分發(fā)揮市場經(jīng)濟(jì)配置資源要素的決定性作用。本文的理論創(chuàng)新是，將企業(yè)戰(zhàn)略管理思想與傳統(tǒng)媒體經(jīng)營相結(jié)合，并提出“寧波化”的經(jīng)濟(jì)效益提升戰(zhàn)略。
[Abstract]:Under the condition of market economy, the traditional media industry, led by newspaper, radio and television, is faced with great challenges and opportunities. In recent years, the rapid development of new media, but also to the traditional media industry impact. In this situation, scholars and management practitioners have made many explorations on the industry in both system and management mode, in the hope that they can break the waves in the tide of market economy. Taking the newspaper radio and television industry of Ningbo as the research object, based on the existing literature theory, this paper puts forward the strategy of promoting economic benefit for Ningbo traditional media. This paper focuses on the core concept of traditional media economic benefits, and carries out three stages of research. First, the input of the strategy. This paper analyzes the environment of Ningbo traditional media from three aspects: politics, economic environment, industry environment and internal environment. The internal environment of Ningbo Daily newspaper Group, Ningbo Radio and Television Group, Zhenhai News Center as a case study. And done Ningbo traditional media industry environment analysis. In addition, the alternative strategies and paths to promote the economic benefits of Ningbo's traditional media are compared and analyzed, and strategic choices are made. It includes "moderate scale industrial expansion" strategy, "correlative diversification investment and financing strategy", "concentration strategy of business layer", "cost leading strategy" and "differentiation strategy". Finally, the implementation of the strategy. In the process of implementation, the primary problem to be solved is to deal with the relationship between the industrial development center and the enterprise development center, and then to study the governance structure, organization structure and core competence of the enterprise development center. The conclusion of this paper is that, to promote the economic benefit of Ningbo traditional media industry, it is necessary to confirm the main body of the market first, on this basis, we should apply the idea of modern enterprise system, optimize the reorganization and integration of existing resources, and carry out moderate industrial expansion. Make full use of the role of capital, give full play to the decisive role of market economy allocation of resource elements. The theoretical innovation of this paper is to combine the enterprise strategic management thought with the traditional media management, and put forward the economic benefit promotion strategy of "Ningbo".
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G206-F

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