分类号：F272密级：
UDC：005 编号：
工商管理学硕士学位论文
辽宁广播电视广告有限公司
广告业务流程重组的研究
硕士研究生：张雪
指导教师：彭武良教授
学位级别：管理学硕士
学科、专业：工商管理
所在单位：辽宁广播电视台
论文提交日期：2017年12月20日
论文答辩日期：2018年03月10日
学位授予单位：沈阳理工大学
Classification Index: F272
U.D.C: 005
A Thesis for the Degree of M.Mang
Research On Business Process Reengineering
Of Liaoning radio and Television Advertising
Co.
Candidate : Zhang Xue
Supervisor: Prof. Peng Wuliang
Academic Degree Applied for : Master of Management
Speciality : Business administration major
Date of Submission : 20th Dec.,2017
Date of Examination: 10th March,2018
University: Shenyang Ligong University
摘 要
从目前来看,维系媒体生存下去的经济要素,大部分来源于广告经营。无论是
平面媒体的报纸、杂志、还是声像媒体的广播、电视,还是新兴媒体的网站、微博,
仍然依靠广告经营带来的收入,来维持自身的生存、甚至发展。近年来电视媒体的
广告经营随着电视媒体内外环境变化,发生了很多不利的变化。这些变化制约着电
视媒体内制作机构的发展。在收入总量有限的情况下,广播电视媒体愈来愈多地考
虑对内部进行精细化管理
辽宁广播电视广告有限公司同样面临市场日趋白热化的竞争，广告市场萎缩，
市场份额逐渐被蚕食、吞并，广告收入逐年下滑。辽宁广播电视广告有限公司的
决策者清醒的认识到传统媒体经营的弊端，循规蹈矩的广告业务流程只会带来低
效和浪费，造成恶性循环。要达到预期的经济效益，就应提高自身的应变能力与
竞争能力。为发展和壮大公司的主营业务，完善市场经营手段，就必须采用先进
的管理理念，业务流程重组便成为辽宁广播电视广告有限公司的重大突破点。本
文将通过对辽宁广播电视广告有限公司传统广告业务流程的分析研究，找出现有
业务流程对提升广告收入的制约和束缚的根源，利用现代信息化技术，加以实施
业务流程重组，并通过对成功案例的分析，来说明、阐述业务流程重组的必要性
以业务流程为改造的对象和中心，以关心客户的需求和满意度为目标，对现有的
业务流程进行技术的再思考和彻底的再设计，以达到事半功倍的效果。以改善辽
宁广播电视广告有限公司广告业务的执行环境，提升广告收入实际效益，同时规
避广告经营活动中的风险，以期达到经营收入与社会效益的双丰收的目标
关键词：业务流程重组；组织机构；电视广告
Abstract
Media survival is built primarily on the economic support of advertising. Print
media, newspapers, magazines, audio and video media, radio, television, or new media
websites, micro-blog, all rely on advertising to sustain their continued existence and act
as a catalyst for development. In recent years, with the change of TV media's internal
and external environment, advertising management has been required to maintain
relevance. These changes have restricted the development of television production
organizationsIn times of limited total income, radio and television media pay
increasing attention to the fine management of their internal affairs and particularly to
advertising
Liaoning radio and Television Advertising Co., Ltd. faces increasingly fierce
competition in the marketplace, a shrinking advertising market; their market share is
being gradually eroded and swallowed by the expansion of close substitutes. Inherently
advertising revenue has declined year on year. Liaoning radio and Television
Advertising Co., Ltd. decision-makers clear understanding of the disadvantages of
traditional media management places them well to respond. Recognition that regular
advertising business processes will only bring low efficiency and waste, resulting in a
vicious circle, opens their eyes to a need to innovate. In order to achieve the expected
economic benefits, the company should improve its agility to cope with contingencies
and strength to fend off competition. In order to develop and strengthen the main
business of the company, and to improve its means of market management, it is
necessary to adopt the advanced management concepts; business process reengineering
has become a major breakthrough point for Liaoning radio and Television Advertising
Co., ltd.. This paper analyses thoroughly the transformation, researching Liaoning radio
and Television Advertising Co., the traditional advertising business process, and
identifying the root of its business processes. On this background recommendations to
improve the restricted advertising revenue and toimplement modern information。