本文選題：體育產(chǎn)業(yè) + 戰(zhàn)略發(fā)展�。� 參考：《吉林大學》2017年碩士論文

【摘要】：2014年3月,樂視體育文化產(chǎn)業(yè)發(fā)展(北京)有限公司(下文簡稱樂視體育)在樂視網(wǎng)體育頻道的基礎上正式成立,由單一的視頻媒體網(wǎng)站的業(yè)務形態(tài),發(fā)展為全產(chǎn)業(yè)鏈體育生態(tài)型公司,以賽事運營、內容平臺、智能化業(yè)務和互聯(lián)網(wǎng)應用服務業(yè)務為核心,加快搶占線上及線下的體育用戶入口,培育及促進中國體育產(chǎn)業(yè)的消費行為。樂視體育于2015年5月完成了A輪融資8億元人民幣,公司估值為28億元。2016年3月完成了B輪融資80億元人民幣,公司估值215億元。2014年10月,國務院印發(fā)第46號文件《關于加快發(fā)展體育產(chǎn)業(yè)促進體育消費的若干意見》,46號文中特別指出,中國體育產(chǎn)業(yè)到2025年,體育產(chǎn)業(yè)的總規(guī)模將超過5萬億。46號文中明確提出要用市場化的方式來發(fā)展體育產(chǎn)業(yè),對體育產(chǎn)業(yè)進行全面松綁。得益于良好的宏觀政策環(huán)境,體育行業(yè)成為了朝陽產(chǎn)業(yè),正是在這種環(huán)境下在中國一大批體育公司涌現(xiàn)出來,2015年從產(chǎn)業(yè)鏈占位、核心內容版權到人力資源都進行了快速布局,但是在資本大量涌入體育產(chǎn)業(yè)的情形下,如何最終走出一條可持續(xù)化營發(fā)展道路,是樂視體育面臨的最大問題。面對整個行業(yè)的競爭,樂視體育如何保持行業(yè)領頭的角色,并不斷發(fā)展創(chuàng)新和其公司戰(zhàn)略密切相關,本文深度解析樂視體育的發(fā)展戰(zhàn)略。本文主要通過定性分析法和文獻綜述法的研究方法,通過深度訪談、實地調研、歸納總結、文獻研究等研究形式,獲得一手與二手資料,對宏觀環(huán)境分析、行業(yè)環(huán)境分析、競爭環(huán)境態(tài)勢等方面進行分析。利用管理學模型PEST模型與SWOT矩陣分析出組織機會與威脅、優(yōu)勢與劣勢,得出樂視體育公司針對實際戰(zhàn)略目標應有的戰(zhàn)略實施辦法,在國內戰(zhàn)略部分須精細化運營版權內容,打造體育服務一站式平臺,國外戰(zhàn)略部分依托樂視控股各子公司資源進行初步全球化戰(zhàn)略。為同類公司制定發(fā)展戰(zhàn)略提供實例上的參考,并豐富結合管理學特點在互聯(lián)網(wǎng)公司戰(zhàn)略方面的研究。著重為樂視體育公司的企業(yè)資源分配提出指導方向,為樂視體育的下一步發(fā)展提供幫助。
[Abstract]:In March 2014, Letv Sports Culture Industry Development (Beijing) Co., Ltd. (hereinafter referred to as Letv Sports) was formally established on the basis of Letv Network Sports Channel, which is based on the business form of a single video media website. Develop into the whole industry chain sports ecotype company, take the event operation, the content platform, the intelligent business and the Internet application service business as the core, speeds up to occupy the online and offline sports user entrance, Cultivate and promote the consumption behavior of Chinese sports industry. Letv Sports completed round A financing of 800 million yuan in May 2015, valuing the company at 2.8 billion yuan. In March 2016, Letv completed 8 billion yuan in round B financing and valued the company at 21.5 billion yuan. The State Council issued document No. 46 on speeding up the Development of Sports Industry and promoting Sports consumption. Article 46 states, in particular, that by 2025, China's sports industry, The total scale of the sports industry will exceed 5 trillion. In the text 46, it is clearly proposed that the sports industry should be developed in a market-oriented way and that the sports industry should be fully untied. Thanks to a good macro policy environment, the sports industry has become a sunrise industry. It is under this environment that a large number of sports companies have emerged in China. In 2015, the industrial chain occupied a place, the core content copyright and human resources were rapidly distributed. However, under the circumstance of mass capital pouring into sports industry, how to finally walk out a sustainable development road is the biggest problem that Letv sports faces. In the face of the competition of the whole industry, how to maintain the leading role of Letv sports, and how to develop innovation is closely related to its company strategy. This paper deeply analyzes the development strategy of Letv Sports. This article mainly through the qualitative analysis method and the literature review method research method, through the depth interview, the field investigation, the induction summary, the literature research and so on research forms, obtains the primary hand and the second hand material, to the macroscopic environment analysis, the profession environment analysis, Competitive environment situation and other aspects of analysis. By using the management model PEST model and SWOT matrix to analyze the organizational opportunities and threats, advantages and disadvantages, the author draws the conclusion that Letv Sports Company should implement the strategy according to the actual strategic objectives, and in the domestic strategic part, the content of operation copyright should be refined. To build a one-stop platform for sports service, foreign strategy partly relies on Letv holding subsidiary resources to carry out preliminary globalization strategy. It provides reference for similar companies to make development strategy, and enriches the research on Internet company strategy combined with the characteristics of management. This paper puts forward the guiding direction for Letv Sports Company's enterprise resource allocation, and provides help for the next development of Letv Sports.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G124;F49
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本文編號：1792182