摘要
近年来，文化传播行业的市场变化瞬息万变，业务模式也不断推陈出新，随着互联
网社群经济和 IP 经济产业的进一步深化推进蓬勃发展，越来越多的企业开始关注和投
入到文化传播行业和创新知识产权经济行业的热潮之中

本文将会以 A 公司为例，通过对文化传播行业内的国内外理论的深入研究学习，对
我国目前文化传播行业的市场、现状以及相关具体业务进行分析。并基于整个媒体行业
的互联网大数据信息时代新媒体作为载体的业务模式特点，传统和新形态业务的融合方
式下所产生的整个业务拓展方式进行了详细地论述和分析。因为对于行业的互联网化以
及内容产品经济的业务模式越来越深入，真正的市场规范和行业文化也经过了多年的磨
合，但其实并未成型。同时业内的基础资源以及高级人才都还非常稀缺，所以这个市场
至今依旧是一个非常有价值有潜力的产业。结合上述的基础分析，全文会系统地研究 A
公司业务模式现状，对资源整合方式、业务对接方式以及外部的资源合作互换方式，对
整个业务模式进行分析并研究出当前企业存在的问题。而整个问题分析及解决方案设计
不仅仅针对整个业务体系中的某个环节，而是全面的分析了各环节间的逻辑关系，最终
研究得出一个适合 A 公司整个业务拓展的具体方案。最后还会对解决方案的实际实施过
程进行了合理化的研究和可行的设计，做到真实可行的考虑到各类市场、管理和成本预
算的实施性战略方案

关键词：文化传播；内容管理；业务拓展III
Abstract
In recent years, The market changes in the cultural communication industry are changing
rapidly, and the business model is constantly evolving, with the Internet community economy
and further promote the vigorous development of IP economic industry, more and more
enterprises begin to pay attention to the cultural transmission and innovation of intellectual
property economy industry, and at the same time for the industry of Internet and Content
Economic business model is more and more deeply.
This paper will take A company as an example, Through in-depth study of domestic and
foreign theories in the culture communication industry, analysis of present situation of
Chinese culture industry, This paper analyzes the market, current situation and specific
business of the culture communication industry in China. And based on the whole media
industry&39;s Internet big data information age, new media as the carrier&39;s business model
characteristics, Because of even after years of working The real market regulation and
industry culture are not forming, at the same time the industry resources and the senior talents
are also very scarce, so the market is still a very valuable potential industry. Based on the
above basic analysis, The paper will systematically study the current situation of business
model of company A, In terms of resource integration, business connection and external
resource cooperation, Analyze the whole business model and study the existing problems.
And the whole problem analysis and solution design is not only for some part of the whole
business system, It&39;s a comprehensive analysis of the relationship between the links, Finally, A
specific plan for the whole business expansion of company A is obtained. At last, the practical
implementation process of the solution will be rationalized and feasible. Be realistic and
feasible to take into account the implementation strategies of various markets, management
and cost budgets.
Key words: Cultural Transmission; Content Management; Business Development目录
致谢....I
摘要...II
Abstract........ III
第 1 章 绪论.1
1.1 本文研究的背景 ......... 1
1.2 研究意义 ......... 3
1.3 国内外文化传播业务拓展相关研究综述 ..... 4
1.3.1 国内相关专题研究........... 4
1.3.2 国外相关文献研究........... 5
1.4 研究内容与研究方法 . 9
1.4.1 研究内容... 9
1.4.2 研究方法. 10
1.5 本文创新点 ... 10
第 2 章 企业业务拓展相关理论研究.......11
2.1 文化传播企业的传统业务特点 ....... 11
2.1.1 传统文化传播业务的专业性.... 11
2.1.2 传统文化传播业务的稳定性.... 12
2.2 文化传播企业的新型业务模式特点 ........... 12
2.2.1 新型文化传播业务的灵活性与交互性 12
2.2.2 新型文化传播业务的广泛性与多元性 13
2.3 企业业务拓展相关理论基础 ........... 13
2.3.1 多元化战略理论对企业业务拓展的指导意义 14
2.3.2 核心竞争力理论对企业业务拓展的指导意义 15
2.3.3 内容管理理论对文化传播企业业务拓展的指导意义 17
第 3 章 A 公司外部环境分析 .......21
3.1 PEST 环境分析——环境倒逼改革. 21
3.1.1 政治环境因素..... 213.1.2 经济环境因素...
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