随着全球化经济与互联网技术进程不断加快，信息门户网站作为通向某类综 合性互联网信息资源并提供有关信息服务的应用系统，对我国的社会信息化的发 展产生了极大的促进作用。但面对日新月异、竞争激烈的互联网技术革新，传统 的信息门户网站公司具有的媒体影响力逐步削弱、盈利模式降低、团队创新能力 弱、人员知识结构更新慢等特点日渐凸显，因此公司为了自身的生存和可持续发 展，需要对自身的战略发展进行研究，以提高公司效益，增强自身的竞争力。 首先，本文在收集和整理国内外关于公司管理和战略制定相关理论的基础上， 对信息门户网站公司进行公司的规模、业务模式、经营状况，存在的问题等内容 的现场调研及访谈，充分了解公司的发展困境及战略的选择。 其次，本文运用单案例研究与实地访谈的方法，以SHQD公司为例，SHQD 公司作为传统门户网站有着悠久历史和强大的品牌影响力，旗下的垂直领域房地 产板块也有着专业的业内积累和先进的技术保障，全国布局300余个城市。立足 青岛分公司区域市场，着眼全国以及全行业，采用SWOT战略分析方法，对该 公司外部环境和内部资源进行详细的梳理和分析，客观的分析了公司面临的机会 和挑战，从而在战略与战术两个层面进行调整，以保障公司达到所要实现的目标。 最后，通过对SHQD公司的研究，得出该公司的发展战略的方案，公司发 展战略定位为“一轴两核”。实现公司的可持续发展，需要公司在转型发展过程中 面对问题的主要策略为：不断完善和调整公司人员架构、注重科技人员培养、提 高公司抗风险能力、管理模式现代化、加大技术投入等，有利于实现公司经济效 益与社会效益的协调与可持续发展。 公司发展到一定阶段，最重要的是进行战略选择，公司将进行产业结构调整、 管理模式转变、技术创新的协同发展，将传统信息产业进行升级延伸，促使单一 化、刚性化产业结构向综合性、弹性化产业结构的跨越，不断延伸产业链条，适 应国际综合国力竞争新形势的要求。各个公司需要根据公司所处的阶段、资源规 模、面临困境、区域环境等状况因地制宜的选择适合自身发展的战略，寻找到更 加适合公司可持续发展的盈利点，以及如何在市场中获得更多的份额，对公司制 定未来的发展战略有重要的实践及指导意义。 关键词：信息门户，房地产，媒体，发展战略 II ABSTRACT With the accelerating process of globalization economy and Internet technology, information portals, as an application system for providing certain types of comprehensive Internet information resources and providing relevant information services, have greatly promoted the development of social informationization in China. However, in the face of the ever-changing and highly competitive Internet technology innovation, the traditional information portal companies have gradually weakened their media influence, reduced profit model, weak team innovation ability, and slower knowledge structure of personnel. Therefore, the company is making its own For survival and sustainable development, companies need to conduct research on their own strategic development to enhance the company's efficiency and enhance its competitiveness. Firstly, based on the collection and collation of relevant theories on corporate management and strategy formulation at home and abroad, the paper conducts on-the-spot investigation and interviews on the scale, business model, operation status, and existing problems of the information portal company. Understand the company's development dilemma and strategic choices. Secondly, the article uses the case study and field interview methods. Take SHQD company as an example. SHQD company has a long history and strong brand influence as a traditional portal. Its vertical real estate sector also has professional industry accumulation and advanced. Technical support, the country has more than 300 cities. Based on the regional market of Qingdao Branch, focusing on the national and the whole industry, SWOT strategic analysis method is used to analyze and analyze the external environment and internal resources of the company in detail, objectively analyze the opportunities and challenges faced by the company, and thus in strategy and tactics. The two levels are adjusted to ensure that the company achieves the desired goals. Finally, through the research of SHQD company, the company's development strategy is drawn, and the company's development strategy is positioned as “one axis and two cores”. To achieve the company's sustainable development, the company's main strategies for facing problems in the process of transformation and development are: constantly improve and adjust the company's personnel structure, pay attention to the training of scientific and technical personnel, improve the company's ability to resist risks, modernize management models, increase technology investment, etc. It is III conducive to the coordination and sustainable development of the company's economic and social benefits. The company develops to a certain stage, the most important thing is to carry out strategic choices. The company will carry out industrial structure adjustment, management mode transformation, and technological innovation synergy development, and upgrade the traditional information industry to promote the simplification and rigidization of industrial structure to comprehensive The leap of flexible industrial structure will continue to extend the industrial chain and meet the requirements of the new international competition for national strength. Each company needs to choose a strategy suitable for its own development according to the stage of the company, the scale of resources, the dilemma, the regional environment, etc., to find a profit point that is more suitable for the company's sustainable development, and how to get more in the market. The provision of ideas for the share has important practical and guiding significance for the company to formulate future development strategies. KEY WORDS：information portal company，Media，Development strategy IV 目 录 第1章 绪论 ..................... 1 1.1 课题的研究背景 .... 1 1.1.1 企业基本概况 . 1 1.1.2 企业面临的发展困境 .................... 2 1.2 研究目的及意义 .... 3 1.2.1 研究目的 ......... 3 1.2.2 研究意义 ......... 3 1.3 国内及国外相关的研究现状 ............... 4 1.3.1 国外研究综述 . 4 1.3.2 国内研究综述 . 5 1.4 研究思路、方法及论文的基本结构 ... 6 1.4.1 研究方法 ......... 6 1.4.2 论文基本结构 . 7 第2章 企业战略管理相关理论研究 ............ 8 2.1 PEST分析模型 ....... 8 2.1.1 PEST分析介绍 8 2.1.2 PEST分析四因素 ........................... 8 2.2 SWOT分析法 ....... 10 2.2.1 SWOT分析介绍 ........................... 10 2.2.2 SWOT分析类型 ........................... 10 2.3 波特竞争战略理论 ............................. 11 2.3.1 五力模型 ....... 11 2.3.2 三大战略 ....... 12 2.4 长尾理论 .............. 13 V 2.4.1 概念内涵 ....... 14 2.4.2 营销优势 ....... 14 第3章 企业外部环境分析 .......................... 16 3.1 SHQD房地产行业外部环境分析 ...... 16 3.1.1 房地产行业总的特征 .................. 16 3.1.2 青岛市房地产行业 ...................... 18 3.2 房地产垂直领域的互联网行业 ......... 25 3.2.1 房地产垂直领域全国互联网行业 ............................. 25 3.2.2 垂直领域青岛市场互联网行业 .. 25 3.2.3 青岛市场竞争对手分析 .............. 26 第4章 SHQD公司内部条件分析 ............. 30 4.1 SHQD公司内部组织架构 .................. 30 4.1.1 SHQD公司全国组织架构 ............ 30 4.1.2 SHQD区域公司组织架构 ............ 30 4.2 SHQD公司现有业务模式 .................. 31 4.2.1 媒体业务模式 .............................. 31 4.2.2 网销业务模式 .............................. 32 4.3 SHQD公司面临的威胁与机遇 .......... 33 4.3.1 企业劣势与市场威胁 .................. 33 4.3.2 企业优势与市场机遇 .................. 34 第5章 SHQD公司发展战略制定 ............. 37 5.1 SHQD公司战略定位 .......................... 37 5.2 战略目标 .............. 38 5.3 SHQD公司战略选择 .......................... 38 5.3.1 总体发展战略 .............................. 38 5.3.2 基本竞争战略 .............................. 38 5.3.3 职能战略 ....... 42 VI 第6章 SHQD战略实施的保障措施 ......... 45 6.1 强化人力资源管理 ............................. 45 6.1.1 人员结构调整 .............................. 45 6.1.2 加强绩效管理 .............................. 47 6.2 加强技术的研发和应用 ..................... 48 6.2.1 新的生态运营模式 ...................... 48 6.2.2 新的技术生态产品 ....................