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MBA硕士毕业论文_新媒体公司经营战略分析

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2019 年 1 月 15 日,中共中央政治局在参观人民日报社并以全媒体时代的媒体 融合发展为题举行的集体学习中,中共中央总书记习近平同志就融媒体的发展发 表了重要讲话。2019 年 3 月 16 日出版的第 6 期《求是》杂志刊登了习近平总书记 的重要文章《加快推动媒体融合发展 构建全媒体传播格局》。从此,中国广电行 业进入了融媒体时代。 随着融媒体时代的到来,观众的需求发生了巨大变化,每个信息的接收者的 需求越来越高并且不尽相同。这些都加速了融媒体的发展。这对传统广电行业的 冲击是巨大的。尤其是近几年来飞速发展的互联网媒体和自媒体。抢占了原有广 电行业的生存和发展空间。同时加剧了广电行业内部的竞争。目前省级广播电视 台面临严重的两级分化格局。传统广告收入绝大部分流向了仅有的几家第一梯队 省级台在各个省级台的新媒体业务方面,同样存在着两级分化情况,第一梯队省 级台新媒体业务占整个行业新媒体业务流量的绝大部分。而二、三梯队省级台新 媒体业务部门收入仅能维持其部门运营。 本文选取 N 新媒体公司为研究对象,通过对 N 新媒体公司经营战略进行分析, 对其经营战略问题进行归纳。综合评价其经营战略与一线台新媒体部门存在的差 距。采用 PEST 和 SWOT 分析的方法对 N 新媒体公司内外部环境进行有效分析, 归纳和总结 N 新媒体公司经营战略的发展优势和面临的问题。这样一方面可以为 N 新媒体公司的改革和发展提供依据。也可以为其他省级台新媒体部门提供参考。 关键词:融媒体,经营战略,SWOT 分析,PEST 分析II Analysis of N New Media Company's Business Strategy Abstract On January 15, 2019, the Politburo of the CPC Central Committee visited the People's Daily and held a collective study on the theme of media integration in the all-media era. Comrade Xi Jinping delivered an important speech on the development of integrated media. The sixth issue of "Seeking Truth" published on March 16, 2019 published an important article by General Secretary Xi Jinping, "Accelerating the Development of Media Integration and Building an All-Media Communication Pattern". Since then, China's radio and television industry has entered the era of integrated media. With the advent of the era of converged media, the audience's needs have undergone tremendous changes, and the needs of each recipient of information are getting higher and higher and different. These have accelerated the development of financial media. This has a huge impact on the traditional radio and television industry. Especially the rapid development of Internet media and self-media in recent years. Seize the survival and development space of the original broadcasting industry. At the same time, it has intensified competition within the broadcasting industry. At present, provincial-level radio and television stations are facing a serious two-level division. The vast majority of traditional advertising revenue flows to only a few first-tier provincial stations. In terms of the new media business of each provincial station, there are also two levels of differentiation. The first-tier provincial station’s new media business accounts for the new media business of the entire industry. The vast majority of media business traffic. The second and third echelon provincial Taiwan’s new media business departments can only maintain their departmental operations. This article selects N New Media Company as the research object, analyzes the N New Media Company's business strategy, and summarizes its business strategy issues. Comprehensively evaluate the gap between its business strategy and the new media department of the first-line station. Use PEST and SWOT analysis methods to effectively analyze the internal and external environment of N New Media Company, and summarize and summarize the development advantages and problems faced by N New MediaIII Company's business strategy. On the one hand, this can provide a basis for the reform and development of N New Media Company. It can also provide reference for other provincial new media departments. Keywords: integrated media, business strategy, SWOT analysis, PEST analysisIV 目录 摘要........................................................................................................................................I Abstract..................................................................................................................................II 第 1 章 绪论......................................................................................................................... 1 1.1 研究背景 ................................................................................................................ 1 1.2 研究意义 ................................................................................................................ 2 1.3 研究内容与研究方法 ............................................................................................ 2 1.4 国内外研究综述 .................................................................................................... 3 1.4.1 国内研究综述 .............................................................................................. 3 1.4.2 国外研究综述 .............................................................................................. 5 第 2 章 相关理论介绍......................................................................................................... 7 2.1 相关概念界定 ........................................................................................................ 7 2.1.1 战略的含义 .................................................................................................. 7 2.1.2 战略管理理论 .............................................................................................. 7 2.1.3 战略管理理论的特点 .................................................................................. 7 2.1.4 传媒战略的含义 .......................................................................................... 8 2.2 SWOT 分析............................................................................................................. 9 2.3 PEST 分析模型..................................................................................................... 10 第 3 章 N 新媒体公司内外部环境分析........................................................................... 12 3.1 N 新媒体公司介绍 ............................................................................................... 12 3.1.1 N 新媒体公司概况 ..................................................................................... 12 3.1.2 N 新媒体公司员工概况 ............................................................................. 12 3.1.3 N 新媒体公司业务概况 ............................................................................. 12 3.1.4 N 新媒体公司对外投资概况 ..................................................................... 12 3.2 N 新媒体公司外部环境分析 ............................................................................... 12 3.2.1 政策环境分析 ............................................................................................ 13 3.2.2 经济环境分析 ............................................................................................ 13 3.2.3 社会环境分析 ............................................................................................ 14 3.2.4 技术环境分析 ............................................................................................ 15 3.3 N 新媒体公司内部环境分析 ............................................................................... 15V 3.3.1 顾客需求分析 ............................................................................................ 15 3.3.2 市场竞争分析 ............................................................................................ 16 3.3.3 竞争对手分析 ............................................................................................ 16 3.4 N 新媒体公司 SWOT 分析 .................................................................................. 18 3.4.1 N 新媒体公司优势(Strengths) .............................................................. 18 3.4.2 N 新媒体公司劣势(Weaknesses).......................................................... 19 3.4.3 N 新媒体公司机会(Opportunities) ....................................................... 20 3.4.4 N 新媒体公司威胁(Threats) ................................................................. 20 第 4 章 N 新媒体公司经营战略现状及存在的问题....................................................... 24 4.1 N 新媒体公司经营现状 ....................................................................................... 24 4.1.1 付费频道板块 ............................................................................................ 24 4.1.2 IPTV 板块 ................................................................................................... 24 4.1.3 公交移动板块 ............................................................................................. 25 4.1.4 户外大屏及楼宇小屏板块 ........................................................................ 25 4.1.5 准视频点播(NVOD)板块..................................................................... 25 4.1.6 融媒体板块 ................................................................................................ 25 4.2 N 新媒体公司经营战略存在的问题 ................................................................... 25 4.2.1 公司战略动态调整不及时 ........................................................................ 26 4.2.2 公司资源整合不到位 ................................................................................ 26 4.2.3 N 新媒体公司人员不足 ............................................................................. 26 4.2.4 公司未能将已经停止运营的业务及时剥离 ............................................ 26 4.2.5 N 新媒体公司制播技术设备无法适应现有业务状态 ............................. 26 第 5 章 N 新媒体公司经营战略优化设计....................................................................... 28 5.1 N 新媒体公司经营目标的优化 ........................................................................... 28 5.2 N 新媒体公司经营战略的选择 ........................................................................... 29 5.3 N 新媒体公司经营战略的优化 ........................................................................... 30 5.3.1 付费频道板块 ............................................................................................ 30 5.3.2 IPTV 板块 ................................................................................................... 33 5.3.3 移动电视板块 ............................................................................................ 33 5.3.4 准视频点播(NVOD)板块..................................................................... 34 5.3.5 楼宇大屏业务 ............................................................................................ 35 5.4 N 新媒体公司经营战略优化的保障措施 ........................................................... 35 第 6 章 结论....................................................................................................................... 38 6.1 结论 ...................................................................................................................... 38VI 6.2 研究存在的不足 .................................................................................................. 39