本文的研究对象欢瑞世纪主营业务为影视剧的制作发行、艺人经纪、游戏及 影视周边衍生业务。公司经过多年的专业化发展，已具备较强的影视剧投资、制 作、发行能力，主要通过优质IP的开发及运作，实现电视剧单剧较高的销售收 入。欢瑞世纪公司作为一家大型的上市文化公司，正赶上了当下文化产业繁荣发 展的新时期，故而其如果能够顺应文化产业的发展，也将在文化强国战略中发挥 着自己独特的作用，有着重要地位。面对外部环境，在IP时代冲击下，欢瑞世 纪公司必须要积极自我改变，特别是对陈旧的盈利模式和发展模式积极改变，使 得其适应当下市场发展和需求。 本文首先通过对影视行业现状进行分析，对欢瑞世纪公司的基本情况进行分 析，然后分析其内外部环境以及当下存在的问题，其次提出了一体化战略方案设 计思路。针对欢瑞世纪公司的基本情况，以前述分析为基础，对集团产业链的价 值进一步挖掘，从而提出适合该公司的一体化战略方案。通过战略可行性、与内 外部环境一致性、战略可接受性等方面的分析，对新的战略进行评价。最后，归 纳了欢瑞世纪公司一体化战略实施及落地保障措施。 研究认为，欢瑞世纪公司发展问题表现在产业链布局问题、经营模式问题以 及创新能力问题，基于欢瑞世纪公司的战略目标，本文设计了欢瑞世纪公司一体 化战略，即顺应行业的发展趋势，基于产业链价值挖掘，使用全产业链一体化这 种战略模式，大致可以分为发行、制作、放映三大环节，并且需要设立4个中心 机构，包括终端运营中心、发行营销中心、金融运营中心和版权运营中心。在经 营支持战略上，注重发行优先和“互联网+”，在职能支持战略上，注重服务创新 和影游一体创新。最后，本文归纳了欢瑞世纪公司一体化战略战略实施保障，包 括成立影视产业基金、启动薪酬激励改革试点、展开金融运营手段以及创新企业 文化保障这四大方面。 关键词：欢瑞世纪，影视传媒，一体化，发展战略 湖北工业大学硕士学位论文 5 Abstract TheresearchobjectofthisthesisisthemainbusinessofHuanruiCenturyisthe productionanddistributionoffilmandtelevisiondramas,artistbrokers,gamesand derivativebusinessesaroundthefilmandtelevision.Afteryearsofprofessional development,thecompanyhasalreadypossessedstronginvestment,productionand distributioncapabilitiesforfilmandtelevisiondramas,mainlythroughthe developmentandoperationofhigh-qualityIPtoachievehighersalesrevenuefor singleTVdramas.Asalargelistedculturalcompany,HuanruiCenturyCompanyis catchingupwiththenewperiodofprosperityanddevelopmentofthecurrentcultural industry.Therefore,ifitcanadapttothedevelopmentoftheculturalindustry,itwill alsoplayitsownuniqueroleinthestrategyofculturalpower.importantposition. Facingtheexternalenvironment,undertheimpactoftheIPera,HuanruiCentury Companymustactivelychangeitself,especiallytheoldprofitmodeland developmentmodel,sothatitcanadapttothecurrentmarketdevelopmentand demand. Thisthesisfirstlyanalyzesthecurrentsituationofthefilmandtelevision industry,analyzesthebasicsituationofHuanruiCenturyCompany,andthenanalyzes itsinternalandexternalenvironmentandcurrentproblems.Secondly,itproposesan integratedstrategicplandesignidea.AccordingtothebasicsituationofHuanrui CenturyCompany,basedontheaforementionedanalysis,thevalueofthegroup's industrialchainisfurtherexplored,soastoproposeanintegratedstrategicplan suitableforthecompany.Throughtheanalysisofstrategicfeasibility,consistency withinternalandexternalenvironments,andstrategicacceptability,thenewstrategy isevaluated.Finally,itsummarizestheimplementationofHuanruiCentury Company'sintegrationstrategyandlandingguaranteemeasures. ThestudybelievesthatthedevelopmentproblemsofHuanruiCenturyCompany arereflectedintheproblemsofindustrialchainlayout,businessmodelandinnovation ability.BasedonthestrategicgoalsofHuanruiCenturyCompany,thisarticlehas designedHuanruiCenturyCompany'sintegrationstrategy,whichistocomplywith thedevelopmenttrendoftheindustryBasedonthevaluechainoftheindustrychain, theuseofastrategicmodelofintegrationoftheentireindustrychaincanberoughly dividedintothreemajorlinks:issuance,production,andprojection,and4central institutionsneedtobeestablished,includingterminaloperationcenter,distribution marketingcenter,andfinancialoperation.Centerandcopyrightoperationcenter.In termsofbusinesssupportstrategy,itfocusesondistributionpriorityand"Internet+", andonfunctionsupportstrategy,itfocusesonserviceinnovationandvideogame integrationinnovation.Finally,thearticlesummarizestheimplementationguarantee ofHuanruiCenturyCompany'sintegratedstrategicstrategy,includingthe establishmentofthefilmandtelevisionindustryfund,thestartofthesalaryincentive 湖北工业大学硕士学位论文 6 reformpilot,thelaunchoffinancialoperationmethods,andtheinnovationof corporatecultureguarantee. Keywords:HuanruiCentury,Filmandtelevisionmedia,Integration,Development strategy 湖北工业大学硕士学位论文 7 目录 第一章绪论.............................................................................................................1 1.1研究背景与意义............................................................................................1 1.1.1研究背景..............................................................................................1 1.1.2研究意义..............................................................................................2 1.2国内外研究现状............................................................................................2 1.2.1国外研究现状......................................................................................2 1.2.2国内研究现状......................................................................................3 1.2.3研究述评..............................................................................................4 1.3研究内容及方法............................................................................................4 1.3.1研究内容..............................................................................................4 1.3.2研究方法..............................................................................................6 第二章相关概念及基础理论.................................................................................7 2.1相关概念........................................................................................................7 2.1.1IP...........................................................................................................7 2.1.2影视传媒全产业链..............................................................................8 2.2一体化战略....................................................................................................9 2.2.1一体化战略相关理论..........................................................................9 2.2.2选择一体化战略的原则....................................................................10 2.3研究工具......................................................................................................11 2.3.1PEST分析模型..................................................................................11 2.3.2波特五力模型...................................................................................11 2.3.3SWOT矩阵分析................................................................................12 第三章欢瑞世纪公司发展环境及问题分析.......................................................14 3.1欢瑞世纪公司概述......................................................................................14 3.2欢瑞世纪公司外部环境的PEST分析.......................................................15 3.2.1政策环境............................................................................................15 3.2.2经济环境............................................................................................16 3.2.3社会文化环境....................................................................................17 3.2.4科学技术环境....................................................................................17 湖北工业大学硕士学位论文 8 3.3欢瑞世纪公司行业竞争力分析..................................................................19 3.3.1潜在进入者的威胁............................................................................19 3.3.2现有企业间的竞争............................................................................19 3.3.3购买者的议价能力................................................................