本文關(guān)鍵詞： 北方作家 發(fā)展戰(zhàn)略 差異化戰(zhàn)略 實施與控制　出處：《蘭州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放30年,中國的政治、文化、經(jīng)濟各個領(lǐng)域都為期刊行業(yè)的發(fā)展提供了強大的基礎(chǔ)。2012-2013年間迎來了期刊行業(yè)的高速發(fā)展階段�？墒堑�2015年,期刊發(fā)展速度開始快速下降。根據(jù)數(shù)據(jù)統(tǒng)計,到2015年末,國家共有10014種期刊,這些期刊中真正活躍于市場的不足3%。究其原因,主要有幾個方面:一是,與國外版權(quán)合作的大量高檔期刊已經(jīng)吃掉了期刊市場的絕大部分高端用戶,優(yōu)質(zhì)客戶留給其他期刊的相對較少;二是,期刊經(jīng)費的不足直接影響了期刊的發(fā)展;三是,用戶閱讀習(xí)慣的改變,對期刊的發(fā)展具有極大的威脅。四是,發(fā)行渠道的不健全、不規(guī)范、手段落后是制約期刊流通市場發(fā)展的主要癥結(jié)。這些原因使得期刊行業(yè)在發(fā)展中步履艱難。嚴峻的行業(yè)發(fā)展形勢,把期刊行業(yè)推向了改革的十字路口。為加快國家文化體制改革,國家提出了文化產(chǎn)業(yè)與企業(yè)相融合的發(fā)展思路,2012年酒泉陽關(guān)雜志社有限公司在這波國家文化體制改革的浪潮中,和酒泉奧凱投資控股有限公司進行了融合。注入資金活力的酒泉陽關(guān)雜志社有限公司,從一定程度上緩解了資金困境。但由于酒泉奧凱投資控股有限公司是建立在農(nóng)業(yè)機械生產(chǎn)配套上的投資公司,公司的經(jīng)營目標和發(fā)展方向均在機械制造行業(yè)領(lǐng)域中,對文化領(lǐng)域極其陌生,根本無法對其進行有效的管理。導(dǎo)致雜志社在很長的一個階段,處在無序管理中,當整個行業(yè)大幅下滑時,雜志社僅能通過奧凱投資控股公司的資金輸血而勉強存活。2015年國務(wù)院總理李克強在政府工作報告提出“一帶一路”是中國未來經(jīng)濟發(fā)展的“三個支撐帶”之一,這對地處“一帶一路”核心地帶的酒泉陽關(guān)雜志社有限公司帶來了巨大的發(fā)展的機會。而國家在《十三五綱要》首次提出未來5年文化產(chǎn)業(yè)將成為國民經(jīng)濟支柱性產(chǎn)業(yè),這對文化產(chǎn)業(yè)的發(fā)展具有積極的指導(dǎo)性。宣傳作為國家軟實力的體現(xiàn),受眾在哪里,哪里就是陣地。隨著移動互聯(lián)網(wǎng)在全球的快速發(fā)展,以數(shù)字出版為主體的新媒體成了受眾關(guān)注的重點,成了國家宣傳的主要陣地。如何借助國家對“一帶一路”產(chǎn)業(yè)政策的扶持,及“十三五”文化產(chǎn)業(yè)政策,利用新媒體,以積極創(chuàng)新的態(tài)度,大力推動陽關(guān)雜志社在甘肅文化產(chǎn)業(yè)的發(fā)展,在甘肅文化產(chǎn)業(yè)的大蛋糕中分一杯羹,是陽關(guān)雜志社面臨的問題。本文以酒泉陽關(guān)雜志社有限公司為研究對象,通過運用戰(zhàn)略管理理論和方法,結(jié)合雜志社實際運行情況,首先通過使用PEST分析方法,對陽關(guān)公司的外部環(huán)境進行分析,從而發(fā)現(xiàn)外部環(huán)境對陽關(guān)公司帶來的機會和威脅;然后運用波特五力模型和CPM矩陣分析,對行業(yè)的吸引力以及本企業(yè)的競爭決策有深刻的影響的五種力量進行分析,了解公司的競爭環(huán)境態(tài)勢;其次運用SWOT分析法、外部因素評價矩陣、內(nèi)部因素評價矩陣進行企業(yè)戰(zhàn)略制定;最后對陽關(guān)雜志社總體緊縮的差異化戰(zhàn)略實施進行說明。
[Abstract]:After 30 years of reform and opening up to the outside world, China's political, cultural and economic fields have provided a strong foundation for the development of the periodical industry. The period 2012-2013 ushered in the rapid development stage of the periodical industry. But in 2015, The speed of periodical development began to decline rapidly. According to statistics, by end of 2015, there were 10014 periodicals in the country, and less than 3 of them were really active in the market. The main reasons are as follows: first, A large number of high-grade periodicals cooperating with foreign copyright have eaten up most of the high-end users of the periodical market, leaving relatively few high-quality clients to other periodicals; second, the lack of periodical funds directly affects the development of periodicals; third, The change of users' reading habits poses a great threat to the development of periodicals. The backwardness of means is the main sticking point of restricting the development of periodical circulation market. In order to speed up the reform of the national cultural system, the state put forward the development idea of the integration of cultural industry and enterprises. In 2012, Jiuquan Yangguan Magazine Co., Ltd. was in the wave of the reform of the national cultural system. And Jiuquan Okai Investment holding Co., Ltd., a company that injects funds into Jiuquan Yangguan Magazine Co., Ltd. To some extent, however, Jiuquan Okai Investment Holdings Co., Ltd. is an investment company established in the production of agricultural machinery, and its business objectives and development direction are both in the field of machinery manufacturing industry. The cultural field is too unfamiliar to be managed effectively. As a result, the magazine is in disorderly management for a long time, when the whole industry falls sharply. The magazine can barely survive through a transfusion of funds from Okai Investment holding Company. In 2015, Premier Li Keqiang of the State Council stated in a government work report that "Belt and Road" is one of the "three supporting bands" for China's future economic development. This brings tremendous opportunities for the development of Jiuquan Yangguan Magazine Co., Ltd., which is located in the heart of Belt and Road. In the 13th Five-Year Plan, the state first proposed that the cultural industry will become a pillar industry of the national economy in the next five years. This is a positive guide to the development of the cultural industry. As a reflection of the country's soft power, publicity is where and where the audience is. With the rapid development of the mobile Internet in the world, The new media with digital publishing as the main body has become the focus of the audience's attention and the main position of national propaganda. How to use the new media with the help of the state's support for Belt and Road's industrial policy and the 13th Five-Year Plan's cultural industrial policy, With a positive and innovative attitude, we will vigorously promote the development of Yangguan magazine in Gansu's cultural industry, and share a piece of the cake in Gansu's cultural industry. This paper takes Jiuquan Yangguan Magazine Co., Ltd. as the research object, through the use of strategic management theory and method, combined with the actual operation of the magazine, first through the use of PEST analysis method, This paper analyzes the external environment of Yangguan Company, and finds out the opportunities and threats that the external environment brings to Yangguan Company, and then uses Porter's five-force model and CPM matrix analysis. This paper analyzes the five kinds of forces which have profound influence on the attraction of the industry and the competitive decision of the enterprise, and understands the competitive environment situation of the company. Secondly, it uses the SWOT analysis method, the external factor evaluation matrix, The internal factor evaluation matrix is used to formulate the enterprise strategy, and finally, the implementation of the differential strategy of the overall contraction of Yangguan magazine is explained.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G239.22-F
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本文編號：1547029