1987 年 9 月，中国学术网(ChineseAcademic Network，简称 CANET)在北 京计算机应用技术研究所内正式建成中国第一个国际互联网电子邮件节点。9 月 14 日钱天白教授发出了中国第一封电子邮件：“越过长城，走向世界”，揭开 了中国人使用互联网的序幕。截至 2018 年 6 月，我国网民规模为 8.02 亿，互 联网普及率达 57.7%。短短三十一年，互联网在中国呈席卷之势，渗透到社会 的方方面面，给各行各业造成了巨大的冲击，也给各行各业提供了发展契机。 作为地级市媒体的中山广播电视台，同样面临着挑战与机遇。 本文以中山广播电视台为研究对象，运用定性和定量相结合的研究方法， 首先借助 PEST 分析方法分析其发展所面临的宏观政治、经济、社会文化以及 技术环境，其次借助波特五力模型分析其面临的行业竞争环境，最后通过 EFE 矩阵对其面临的威胁和机遇分别进行总结分析，为后文的战略制定提供依据。 接下来文章对中山广播电视台的内部环境进行了分析，主要是分析其所具有的 内部资源条件，然后借助 IFE 矩阵进行分析总结，最后在此基础上借助 SWOT 模型制定出适合中山广播电视台发展的竞争战略类型，最后对其差异化战略实 施提出具体的保障措施。 本文提出的观点仅是从浅层次展望了中山广播电视台的未来发展情况，然 而，随着传媒业的发展日新月异，对于中山广播电视台而言，具备较强可操作 性的发展战略与目标的制定是必不可少的。面临全新的媒体环境，在中山广播 电视台与类似城市电视台的未来发展中，希望所提出的上述战略可发挥着一定 的参考与指导作用。 关键词：广播电视台,互联网+,竞争战略II RESEARCHON THE BUSINESS COMPETITION STRATEGY OF ZHONGSHAN RADIO AND TV UNDER THE ENVIRONMENT OF “INTERNET +” Abstract In September 1987, China Academic Network (CANET) formally established the first Internet e-mail node in China within the Beijing Institute of Computer Application Technology. On September 14, Professor Qian Tianbai sent China's first e-mail: Across the Great Wall we can reach every corner in the world. It opened the curtain for Chinese people to use the Internet. As of June 2018, the number of Internet users in China was 802 million, and the Internet penetration rate reached 57.7%. In just 31 years, the Internet has been sweeping across China, penetrating into all aspects of society, causing tremendous impact on all walks of life, and also providing opportunities for development of all walks of life. As a prefecture level city's media, Zhongshan radio and TV station is also facing challenges and opportunities. Taking Zhongshan radio and TV as the research object and using the research method of qualitative and quantitative combination, this paper first analyzes the macroscopic political, economic, social culture and technical environment of its development with the help of pest analysis method, and then analyzes the competitive environment of the industry which it faces with the help of Porter five force model. Finally, through the Efe matrix, the threats and opportunities it faces are summarized and analyzed respectively, which provides the basis for the development of the strategy. Next, the article analyzes the internal environment of Zhongshan Radio and television, mainly analyzes its internal resource conditions, and then on this basis, with the help of SWOT model to develop the type of competition strategy suitable for the development of Zhongshan Radio and television, and finally put forward specific safeguard measures for the implementation of its differentiation strategy.III The viewpoint put forward in this paper is only a superficial prospect for the future development of Zhongshan Radio and TV station, but in today's rapid development of the media industry, it is necessary for Zhongshan Radio and TV station to formulate a strong and implementing development goal and strategy. It is hoped that the above strategy can provide some reference and reference for the future development of Zhongshan Radio and TV station and similar urban TV stations under the new media environment. Keywords: Radio and television, Internet +, competition strategyIV 目 录 中文摘要......................................................................................................I Abstract....................................................................................................II 第一章 绪论............................................................................................. 1 1.1 研究背景及意义............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................3 1.2 研究内容与方法............................................................................................3 1.2.1 研究内容................................................................................................3 1.2.2 研究方法................................................................................................4 1.3 研究技术路线................................................................................................4 第二章 理论回顾和文献综述.................................................................6 2.1 概念界定........................................................................................................6 2.1.1 广播电视台............................................................................................6 2.1.2 “互联网+”..........................................................................................6 2.1.3 战略........................................................................................................6 2.1.4 企业战略................................................................................................7 2.1.5 竞争战略................................................................................................7 2.2 理论依据概述................................................................................................8 2.2.1 竞争战略................................................................................................8 2.2.2 波特五力模型........................................................................................8 2.2.3 PEST 分析...............................................................................................9 2.2.4 SWOT 分析...............................................................................................9 2.3 国内外文献综述............................................................................................9V 2.3.1 国外文献综述........................................................................................9 2.3.2 国内文献综述......................................................................................12 第三章 中山广播电视台外部环境分析...............................................15 3.1 宏观环境分析..............................................................................................15 3.1.1 政治环境分析......................................................................................15 3.1.2 经济环境分析......................................................................................16 3.1.3 社会文化环境分析..............................................................................18 3.1.4 技术环境分析......................................................................................19 3.2 行业环境分析..............................................................................................23 3.2.1 潜在竞争者分析..................................................................................23 3.2.2 行业内竞争关系分析..........................................................................24 3.2.3 替代品分析..........................................................................................26 3.2.4 用户关系分析......................................................................................27 3.2.5 行业退出障碍分析..............................................................................27 3.3 EFE 矩阵分析...............................................................................................28 第四章 中山广播电视台内部环境分析...............................................31 4.1 中山广播电视台的现状..............................................................................31 4.2 资源分析......................................................................................................34 4.2.1 人力资源分析......................................................................................34 4.2.2 财务资源分析......................................................................................36 4.2.3 技术与设备资源分析..........................................................................37 4.2.4 品牌资源分析......................................................................................39 4.2.5 观众资源分析......................................................................................39 4.2.6 客户资源分析......................................................................................39 4.3 能力分析......................................................................................................39VI 4.3.1 节目生产及运营能力分析..................................................................39 4.3.2 营销能力分析......................................................................................40 4.3.3 盈利能力分析......................................................................................41 4.4 IFE 矩阵分析...............................................................................................42 第五章 竞争战略制定与选择...............................................................43 5.1 竞争战略制定依据......................................................................................43 5.1.1 优势分析..............................................................................................43 5.1.2 条件分析..............................................................................................44 5.1.3 风险分析..............................................................................................45 5.1.4 竞争战略选择......................................................................................45 5.2 中山广播电视台的差异化竞争战略..........................................................48 5.2.1 品牌形象战略......................................................................................48 5.2.2 产品开发战略......................................................................................49 5.2.3 市场开发战略......................................................................................50 5.2.4 4K 技术战略.........................................................................................51 5.3 竞争战略实施与控制..................................................................................52 5.3.1 制定实施方案......................................................................................52 5.3.2 竞争战略重大措施..............................................................................54 第六章 结论与展望...............................................................................60