本文選題：戰(zhàn)略管理　切入點(diǎn)：發(fā)展戰(zhàn)略　出處：《內(nèi)蒙古大學(xué)》2011年碩士論文

【摘要】：內(nèi)蒙古廣迅文化傳媒有限責(zé)任公司是2011年初注冊(cè)的新公司,最近幾年傳媒行業(yè)發(fā)展迅猛,廣告資源越來(lái)越是稀缺資源,廣迅?jìng)髅焦驹?011年通過(guò)投資呼和浩特公交公司智能公交系統(tǒng)從而獲取了呼和浩特公交車(chē)上的三塊媒體資源的經(jīng)營(yíng)權(quán),三塊資源分別為車(chē)內(nèi)LCD液晶電視2700臺(tái),車(chē)外LED電子顯示屏1350塊,公交車(chē)內(nèi)有機(jī)看板8100塊。三塊媒體經(jīng)營(yíng)權(quán)的使用年限為11年。 廣迅文化傳媒如何利用公司掌握的媒體資源,在目前各種媒體競(jìng)爭(zhēng)激烈的環(huán)境中生存并發(fā)展,是擺在創(chuàng)業(yè)者面前的問(wèn)題,作為創(chuàng)業(yè)者之一,廣迅?jìng)髅矫媾R的機(jī)遇與挑戰(zhàn)。如何在未來(lái)的發(fā)展中立于不敗之地,需要首先從戰(zhàn)略層面上選擇適合自己的發(fā)展戰(zhàn)略,采取科學(xué)有效的措施實(shí)施自己的戰(zhàn)略,顯得尤為緊迫。本論文就本項(xiàng)目所面臨的商業(yè)邏輯進(jìn)行研究。 本文首先對(duì)傳媒行業(yè)的發(fā)展趨勢(shì)、行業(yè)現(xiàn)狀、發(fā)展瓶頸等宏觀因素和廣迅文化傳媒公司的經(jīng)驗(yàn)、資金等微觀因素進(jìn)行了分析,清晰的闡明了企業(yè)的外部機(jī)遇與威脅、內(nèi)部?jī)?yōu)勢(shì)和劣勢(shì),利用SWOT分析明確了企業(yè)所要采取的發(fā)展戰(zhàn)略。其次本文對(duì)企業(yè)的目標(biāo)客戶(hù)進(jìn)行了分析,利用市場(chǎng)細(xì)分的基本原理和步驟,對(duì)選定的細(xì)分市場(chǎng)進(jìn)行了評(píng)估,并為之選擇了合適的市場(chǎng)發(fā)展模式。戰(zhàn)略制定如果沒(méi)有實(shí)施就是一紙空文,為此在文章最后還為之設(shè)計(jì)了具體的戰(zhàn)略實(shí)施控制和保障的相關(guān)措施。本研究通過(guò)專(zhuān)家訪談、查閱文獻(xiàn)、調(diào)查本地及周邊規(guī)模類(lèi)似的首府城市傳媒業(yè)發(fā)展現(xiàn)狀,了解傳媒業(yè)發(fā)展現(xiàn)狀以及界定研究問(wèn)題,建立研究架構(gòu),提出研究假設(shè)。因各方利益還未達(dá)到平衡,都只站在特定的角度,關(guān)注的大多是其中的一個(gè)側(cè)面,本研究假設(shè)是站在企業(yè)的視角下去探究其發(fā)展問(wèn)題,研究架構(gòu)確定后即擬定研究設(shè)計(jì),確定研究對(duì)象與研究方法,通過(guò)參閱相關(guān)書(shū)籍、文件、國(guó)內(nèi)外相關(guān)研究文獻(xiàn),深入到內(nèi)蒙古各傳媒企業(yè)調(diào)查等方式,進(jìn)行資料的收集、整理、篩檢,形成初稿。針對(duì)本地傳媒業(yè)發(fā)展,進(jìn)行相關(guān)統(tǒng)計(jì)分析,并根據(jù)傳媒公司發(fā)展現(xiàn)狀分析結(jié)果,提出研究結(jié)論,做出戰(zhàn)略選擇,提出廣迅?jìng)髅焦镜陌l(fā)展戰(zhàn)略建議。
[Abstract]:Inner Mongolia Guangxun Cultural Media Co., Ltd. is a new company registered in early 2011. In recent years, the media industry has developed rapidly, and advertising resources are becoming increasingly scarce.In 2011, Guangxun Media acquired the management rights of three media resources on the Hohhot bus by investing in the Hohhot bus company's intelligent public transport system. The three resources were 2700 LCD LCD TV sets inside the vehicle.Outside the LED electronic display 1350, the bus organic Kanban 8100.The service life of three media management rights is 11 years.How to make use of the company's media resources to survive and develop in the current environment of intense media competition is a problem facing entrepreneurs. As one of the entrepreneurs, Guangxun Media faces opportunities and challenges.How to stand in an invincible position in the future development, it is particularly urgent to choose the development strategy suitable for oneself from the strategic level first, and to take scientific and effective measures to carry out its own strategy.This paper studies the business logic faced by this project.This paper first analyzes the development trend of the media industry, the current situation of the industry, the development bottleneck and other macro factors, as well as the experience of Guangxun Cultural Media Company, capital and other micro factors, and clearly clarifies the external opportunities and threats of enterprises.Internal strengths and weaknesses, the use of SWOT analysis to identify the development strategy to be adopted.Secondly, this paper analyzes the target customers of the enterprise, and evaluates the selected subdivision market by using the basic principle and steps of market segmentation, and selects the appropriate market development model for it.If the strategy is not implemented, it is a dead letter. At the end of the article, it also designs specific measures to control and guarantee the implementation of the strategy.In this study, through expert interviews, literature review, investigation of the local and neighboring capital cities media industry development status, understand the current situation of media industry development and define research issues, establish a research framework, put forward research assumptions.Since the interests of all parties have not yet reached a balance, they are only standing in a specific angle, and most of them are concerned about one of the aspects. This study assumes that the research is based on the perspective of the enterprise to explore its development problems, and the research framework is then formulated after the establishment of the research framework.To determine the research object and research methods, through consulting relevant books, documents, domestic and foreign related research documents, in-depth investigation of various media enterprises in Inner Mongolia, data collection, collation, screening, formation of the first draft.In view of the development of the local media industry, this paper carries on the related statistical analysis, and according to the analysis result of the current situation of the development of the media company, puts forward the research conclusion, makes the strategic choice, and puts forward the development strategy suggestion of the Guangxun Media Company.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類(lèi)號(hào)】：G206-F

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