摘要:随着信息全球化、网络化的发展,作为传统广电媒体已经感受到了
越来越大的生存压力。本文通过对中小广电传媒公司之一的遂宁市广电传媒公
司进行详细深入的调查研究,通过对其经营现状和外部环境的准确把握,对现
有的经营策略进行符合自身的调整,以迎接未来挑战,更好更快地发展。同时
希望为中小广电传媒机构的发展壮大提供意见和建议。

全文共四章,其主要内容是:
第一章:绪论。选题的背景和意义,通过对国内文献研究进行综述,研究
内容和研究方法的选择的阐述。

第二章:遂宁市广电传媒公司经营现状调查分析。通过对公司基本情况、
经营状况的调查分析,总结公司资源的掌握和利用情况,与同类公司进行对比,
概括出公司的整体情况和基本轮廓,为进一步分析企业内部和外部环境,将经
营战略调整为最佳奠定了基础。

第三章:遂宁市广电传媒公司SWTO分析。运用SWTO模型进行分析,就遂
宁市广电传媒公司的内容产品、人力资源、体制机制等方面的优势、劣势,以
及公司所处环境中的威胁和机会进行综合性分析。并根据分析提出公司进一步
发展将面临的问题。

第四章:遂宁市广电传媒公司发展战略调整和措施制定。根据SWTO分析
结果提出调整公司经营发展战略的方向和方法,对公司未来发展可能遇到的问
题提出了解决的方案。

关键词:遂宁 电视传媒 经营战略
Abstract
With the development of information globalization and networked,the
traditional broadcast and TV media groups have gradually experienced bigger and
bigger survival pressure .This article through to deeply investigate Suining radio
and television Media Company, which was one of small and medium-sized radio
and television Media Company, to accurately grasp its current situation of
management and external environment. To adjust the existing business strategy, in
order to meet future challenges and develop better and faster. At the same time,
hope for providing development and expansion comments and suggestions to small
and medium-sized radio.
The paper composed four chapters and mainly includes the following:
The first chapter: introduction. Expatiates the background and significance,
through to the domestic literature are reviewed in this paper, choose the research
content and research methods.
Chapter II: the development status and industry environment of Suining radio
and television Media Company. We summarize the operating conditions of major
resources which we owned, and compared with the similar company. Summing up
the basic outline of the company and the overall evaluation of the media market, in
order to gradually analyze internal and external environment factors,choose the
most suitable management strategy.
Chapter III: development strategy objectives of Suining radio and television
Media Company. Using the SWTO framework , we analyze the corporation's
strengths al Id weaknesses of strategic resources, including the content of product
resources, human resources, mechanisms and structure. Meanwhile, we
comprehensively analyze the opportunities and challenges of corporation's
。。。