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日期：2022.06.09
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日期：2022.06.09
南京邮电大学硕士学位论文
摘要
媒体行业属于文化领域非常重要的领域，特别针对电影媒体来说，它对中国
文化的蓬勃发展起着重要的影响作用。由于我国政府对文化宣传领域的宏观政策
支持，电影宣传方面的企业也在短期内取得了可喜的业务成果，营业面积也不断
扩大，精彩的影视作品也层出不穷。而在技术开发日益规范化，规模化的今天，
传播网络的发展也有了新的保障，而竞争也越发白热化。电视媒体公司若想取得
长期的发展，需要从战略的高度对公司的运作现状加以分析与调研，结合公司的
实际状况提出战略经营方案。当今时期，中国在影视传播领域的市场发展中，已
经超越了原来的资本积累和公司规模化发展阶段，公司和集团间的竞争从有生产、
行销、传播而逐步扩大到资金、内容、策略等多样化的竞争范畴。NF影视公司
企业是几十家城市台联盟的影视平台企业，如何在复杂多变的市场中获得可持续
发展，实现“影视让生活更美丽”的愿景，最终提出了适合NF影视公司的竞争
战略。
本文主要通过对NF电影企业传媒，运用PEST数据分析法和五力模型，对其
企业的环境、行业环境等作出定性剖析，并运用SWOT解析法对其战略的优点、
劣点、机遇、风险等做出量化剖析，从而建立出最适合于NF电影企业传播的竞
争战略目标，从而通过实施战略管理使企业在国际市场竞争中获得竞争优势地位。
在目前的新传媒环境下，机会和挑战共存，为影视公司要适应新变革的市场环境，
充分调动公司内部资源与力量，运用好企业的发展机会去形成好企业的核心竞争
力，提供了一定的策略措施保障，为公司的发展与壮大产生了正面的作用。所以，
本章的研究有着相当的理论意义和实际意义。
关键词：影视公司竞争战略战略措施
战略保障
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南京邮电大学硕士学位论文
ABSTRACT
Media is a very important industry in the field of culture, especially for film and
television media, which plays a decisive role in the development of China's cultural
industry. Thanks to the macro-policy support in the development of cultural industry
in China, the enterprises in the field of film and television media have made gratifying
achievements in the short term, the market scale has been expanding, and excellent
film and television works have emerged one after another. However, while the market
is becoming more and more standardized and large-scale, the development of the
Internet has brought technical support and the market competition is becoming more
and more fierce. In order to achieve long-term development, the film and television
enterprises must analyze and study the business situation of the enterprises from a
strategic point of view, and formulate strategic development goals according to the
actual situation of the enterprises. At present， in the market development of film and
television media in China, it has passed the stage of primitive capital accumulation
and enterprise scale development. The competition among enterprises begins with
products, marketing and publicity, and gradually expands to diversified competition
fields such as capital, content and strategy. NF film and television enterprises are film
and television platform enterprises of dozens of city-Taiwan alliance. How to achieve
sustainable development in the complex and changeable market and realize the vision
of"film and television make life more beautiful" finally puts forward a competitive
strategy suitable for NF film and television companies.
This paper analyzes the macro external environment and industry competitive
environment of NF film and television media by using "PEST" analysis method and
"Five Forces " model, and analyzes its strategic strengths, weaknesses, opportunities
and threats by using SWOT analysis method, so as to work out the competitive
strategic objectives that are in line with NF film and television companies, and make
the companies gain competitive advantages in market competition through strategic
management. In the current media environment, opportunities and challenges coexist.
Film and television enterprises need to adapt to the changing environment, give full
play to their internal resources and capabilities, make good use of the development
opportunities of enterprises to build their own core competitiveness, and put forward
corresponding strategic measures to ensure their positive effects for the development
of enterprises. Therefore, this study has certain theoretical and practical significance.
Key words: The film and television company; Competitive strategy;
Strategic measures; Strategic safeguard
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