近年来，随着国民经济水平的大力提升和国家对文化产业的政策扶持不断增 加，我国文化产业发展速度突飞猛进，成为社会主义市场经济条件下满足人民精 神文明需求的重要途径。未来文化企业如何实现自身转型，如何更好的适应市场 需求成为需要深入挖掘和研究的重要课题。南京市演艺公司作为市属大型国有文 化企业，充分利用其自身政策和资源优势，顺利完成了企业化制度转型，并在初 步取得了一定成绩。但随着市场竞争日益激烈，公众文化消费理念逐步转变，南 京市演艺公司现有发展模式已经无法满足上述需求。应在原有盈利和发展模式基 础上，进行创新发展，拓展新型业务模式，实现发展战略转型，稳固南京市演艺 公司在全省的龙头地位，同时带领其逐步做到全国文化强企并走向国际市场。 本文以南京市演艺公司为研究对象，根据现代企业战略管理的思想和方法， 运用外部因素评价矩阵（EFE）、内部因素评价矩阵（IFE）、SWOT 矩阵、QSPM 矩阵等，对南京市演艺公司外部环境即宏观环境、文化产业与市场进行分析，以 及对内部环境即企业资源、能力和经营现状进行分析，系统梳理其外部机遇与挑 战，以及内部优势与劣势，确立南京市演艺公司整体发展目标，进而制定与其发 展相匹配的发展战略模式。最终形成本文结论，即南京市演艺公司应在巩固其原 有业务的基础上，总体战略层面实施多元化增长战略。同时为了保障战略的有效 实施，对其进行有效的战略控制。 关键词：文化产业，创新，发展战略MBA 学位论文 作者：王烁 南京市演艺公司发展战略研究 II RESEARCH ON THE DEVELOPMENT STRATEGY OF NANJING PERFORMING ARTS GROUP Abstract With great enhancement of our nation's economy and strong push from governmental policies, recent decades have witnessed a rapid growth in our culture and entertainment industry, a salient conduit for people's cultural and spiritual life. Therefore, it is paramount to carry out in-depth research on how to strategically transform our culture industry to meet the increasing needs of the market. Nanjing Performing Arts Group, being a prominent state-owned enterprise and utilizing its varied resources, has already achieved certain success with its transformation. However, the current mode is no longer suitable for the market with growing competition and ever-changing perception of people’s consumption of culture industry. Nanjing Performing Arts Group should further innovation, foster creativity and explore new business mode while maintaining its original corporate profit pattern and structure. Only in this way can this leading enterprise in the industry maintain its competitive edge not only in the city of Nanjing but also nationwide and even ushering the whole industry into international market. This research will investigate Nanjing Performing Arts Group from the perceptive of strategic management and endeavor to evaluate the external conditions of the market, i.e., our nation’s culture industry as well as the innate resources, capabilities and circumstances. Tools including but not limited to EFE Matrix, IFE Matrix, SWOT Matrix and QSPM Matrix will be employed to comb through all external and internal challenges, advantages and disadvantages, with purpose of facilitating long-term goal-setting and development of corresponding strategies. With above-mentioned tools and in-depth analysis, this research would like to end with conclusion that Nanjing Performing Arts Group should diversify growth patterns on strategic level under effective strategic control while solidifying its existing business. Key words: Cultural industry, Innovation, Development strategicMBA 学位论文 作者：王烁 南京市演艺公司发展战略研究 III 目 录 中文摘要......................................................................................................I Abstract.....................................................................................................II 第一章 引言................................................................................................1 1.1 研究的背景及意义........................................................................................ 1 1.1.1 研究的背景............................................................................................1 1.1.2 研究的意义............................................................................................2 1.2 企业简介........................................................................................................ 2 1.3 研究的方法与思路........................................................................................ 2 1.3.1 研究方法................................................................................................2 1.3.2 研究思路................................................................................................3 第二章 相关理论及国内外研究现状综述...............................................5 2.1 战略管理相关概念........................................................................................ 5 2.1.1 企业战略................................................................................................5 2.1.2 企业战略的层次....................................................................................5 2.1.3 战略管理的过程与模型........................................................................5 2.2 战略分析基本工具........................................................................................ 6 2.2.1 PEST 模型...............................................................................................6 2.2.2 外部因素评价矩阵（EFE）..................................................................7 2.2.3 内部因素评价矩阵（IFE）..................................................................7 2.2.4 SWOT 分析工具......................................................................................7 2.2.5 定量战略计划矩阵（QSPM 矩阵）.......................................................8 2.3 国内外研究现状............................................................................................ 9 第三章 南京市演艺公司外部环境分析.................................................11MBA 学位论文 作者：王烁 南京市演艺公司发展战略研究 IV 3.1 南京市演艺公司宏观环境分析.................................................................. 11 3.1.1 政治环境分析......................................................................................11 3.1.2 经济环境分析......................................................................................13 3.1.3 社会文化环境分析..............................................................................16 3.1.4 科学技术环境分析..............................................................................24 3.2 文化产业与市场分析.................................................................................. 25 3.2.1 文化产业的定义..................................................................................25 3.2.2 文化产业的分类..................................................................................26 3.2.3 国际文化产业概况..............................................................................27 3.2.4 我国文化产业概况..............................................................................29 3.2.5 企业竞争者分析..................................................................................31 第四章 南京市演艺公司内部环境分析.................................................34 4.1 南京市演艺公司资源分析.......................................................................... 34 4.1.1 企业有形资源分析..............................................................................34 4.1.2 企业无形资源分析..............................................................................36 4.1.3 企业人力资源分析..............................................................................39 4.2 南京市演艺公司能力分析.......................................................................... 40 4.2.1 艺术创作能力分析..............................................................................40 4.2.2 演艺市场开拓能力分析......................................................................40 4.2.3 人力资源管理能力分析......................................................................41 4.3 南京市演艺集团经营现状分析.................................................................. 42 4.3.1 财务状况分析......................................................................................42 4.3.2 组织结构状况分析..............................................................................43 4.3.3 营销服务状况分析..............................................................................43 4.3.4 企业文化分析......................................................................................44 第五章 南京市演艺公司战略制定与选择.............................................45MBA 学位论文 作者：王烁 南京市演艺公司发展战略研究 V 5.1 南京市演艺公司战略目标系统.................................................................. 45 5.1.1 企业使命..............................................................................................45 5.1.2 企业愿景..............................................................................................45 5.1.3 企业目标..............................................................................................45 5.2 外部因素评价矩阵...................................................................................... 46 5.2.1 南京市演艺公司现阶段面对的机会..................................................46 5.2.2 南京市演艺公司现阶段面对的挑战..................................................46 5.2.3 南京市演艺公司外部因素评价矩阵..................................................46 5.3 内部因素评价矩阵...................................................................................... 48 5.3.1 南京市演艺公司现阶段发展的优势..................................................48 5.3.2 南京市演艺公司现阶段发展的劣势..................................................49 5.3.3 南京市演艺公司内部因素评价矩阵..................................................49 5.4 SWOT 矩阵分析.............................................................................................50 5.5 南京市演艺公司发展战略的选择.............................................................. 51 5.5.1 QSPM 矩阵.............................................................................................51 5.5.2 总体战略制定......................................................................................53 第六章 南京市演艺公司战略实施及控制.............................................54 6.1 企业战略实施.............................................................................................. 54 6.1.1 开拓文艺演出创新方向......................................................................54 6.1.2 进行产业创新融合，打造多元化产业链..........................................55 6.1.3 进行创意化营销，大力开拓文化市场..............................................56 6.2 企业战略保障与控制措施.......................................................................... 58 6.2.1 企业战略保障措施..............................................................................58 6.2.2 企业战略控制措施..............................................................................60 第七章 结论与展望................................................................................. 62 7.1 结论.............................................................................................................. 62MBA 学位论文 作者：王烁 南京市演艺公司发展战略研究 VI 7.2 展望.............................................................................................................. 62