本文選題：戰(zhàn)略思維 + 環(huán)境分析�。� 參考：《上海交通大學(xué)》2006年碩士論文

【摘要】： 網(wǎng)絡(luò)廣告的巨大發(fā)展前景預(yù)示著巨大的市場(chǎng)機(jī)會(huì),但日漸激烈的市場(chǎng)競(jìng)爭(zhēng)又表明了進(jìn)入者面臨著巨大威脅。本文通過(guò)運(yùn)用創(chuàng)新型的戰(zhàn)略思維,對(duì)企業(yè)內(nèi)外環(huán)境進(jìn)行研究,制定紛創(chuàng)營(yíng)銷(xiāo)科技有限公司的發(fā)展戰(zhàn)略,進(jìn)而制定一系列的戰(zhàn)略實(shí)施策略,以指導(dǎo)公司的運(yùn)營(yíng)。其戰(zhàn)略思維和戰(zhàn)略制定方法對(duì)中小企業(yè)戰(zhàn)略制定有所幫助,其創(chuàng)新性的網(wǎng)絡(luò)營(yíng)銷(xiāo)模式對(duì)中國(guó)網(wǎng)絡(luò)廣告業(yè)的快速健康發(fā)展有一定的借鑒意義。 首先,回顧了企業(yè)戰(zhàn)略管理理論的發(fā)展,對(duì)戰(zhàn)略思維進(jìn)行了論述并對(duì)其進(jìn)行比較,接著論述了現(xiàn)在具有代表性的企業(yè)戰(zhàn)略管理理論流派及其特征。戰(zhàn)略思維和戰(zhàn)略管理思想將指導(dǎo)企業(yè)制定自己的戰(zhàn)略。 其次,運(yùn)用有效的戰(zhàn)略管理分析方法,如PEST、五力模型、SWOT分析,對(duì)企業(yè)面臨的宏觀環(huán)境、行業(yè)和競(jìng)爭(zhēng)環(huán)境以及企業(yè)的優(yōu)劣勢(shì)進(jìn)行分析,這些因素有助于企業(yè)制定自己的發(fā)展戰(zhàn)略。 第三,通過(guò)幾種方案比選,紛創(chuàng)營(yíng)銷(xiāo)科技有限公司發(fā)展戰(zhàn)略選擇了標(biāo)新立異的競(jìng)爭(zhēng)戰(zhàn)略。在對(duì)現(xiàn)有網(wǎng)絡(luò)廣告的優(yōu)劣勢(shì)進(jìn)行分析,剖析了其前提假設(shè)后,將藍(lán)海戰(zhàn)略引入網(wǎng)絡(luò)廣告,從邊界突破、產(chǎn)業(yè)突破、價(jià)值創(chuàng)新的角度尋求一種新的網(wǎng)絡(luò)營(yíng)銷(xiāo)模式,提出了互動(dòng)設(shè)計(jì)網(wǎng)絡(luò)營(yíng)銷(xiāo)模式,從而獲得企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)。 最后,對(duì)紛創(chuàng)營(yíng)銷(xiāo)科技有限公司進(jìn)行目標(biāo)市場(chǎng)定位,并制定了互動(dòng)設(shè)計(jì)技術(shù)實(shí)現(xiàn)方案、營(yíng)銷(xiāo)策略和財(cái)務(wù)等實(shí)施方案,指導(dǎo)公司的運(yùn)營(yíng)。
[Abstract]:The huge development prospect of online advertising indicates a great market opportunity, but the increasingly fierce market competition shows that the entrants are facing a great threat. Through the use of innovative strategic thinking, this paper studies the internal and external environment of the enterprise, formulates the development strategy of Fanchang Marketing Technology Co., Ltd, and then formulates a series of strategy implementation strategies to guide the operation of the company. Its strategic thinking and strategy formulation method are helpful to the strategy formulation of small and medium-sized enterprises, and its innovative network marketing mode has certain reference significance for the rapid and healthy development of China's network advertising industry. Firstly, it reviews the development of the enterprise strategic management theory, discusses and compares the strategic thinking, and then discusses the representative school of enterprise strategic management theory and its characteristics. Strategic thinking and strategic management ideas will guide enterprises to formulate their own strategies. Secondly, by using effective strategic management analysis methods, such as pest and SWOT analysis, this paper analyzes the macro environment, industry and competition environment, and the advantages and disadvantages of enterprises. These factors are helpful for enterprises to formulate their own development strategies. Thirdly, through the comparison of several schemes, Fanchang Marketing Technology Co., Ltd. has chosen its innovative competitive strategy. After analyzing the advantages and disadvantages of the existing network advertisement and analyzing its premise hypothesis, the blue sea strategy is introduced into the network advertisement to seek a new network marketing mode from the angle of border breakthrough, industry breakthrough and value innovation. Put forward the interactive design network marketing mode, thus obtain the competitive advantage of the enterprise. Finally, the target market positioning of Fanchang Marketing Technology Co., Ltd. is carried out, and the implementation scheme of interactive design technology, marketing strategy and finance are worked out to guide the operation of the company.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類(lèi)號(hào)】：F713.8

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