摘要 21世纪以来，随着新媒体技术革新速度的加快以及互联网媒体行业的兴起，现 行的媒体行业的市场竞争日益激烈，不断挤压报纸等传统媒体的生存环境。近5年来， 国内外报纸行业的阅读率、发行量和广告刊登等指标均呈现了大幅下滑，甚至是出现 了“断崖式”的经营下滑。面对订报人数日益减少、阅读率持续下降、盈利能力连年 下滑等诸多问题，传统的报业企业如何转变发展战略是当务之急。NFBY传媒集团正 是这众多传统媒体企业的一员，由于缺乏明确的市场发展目标以及合理的发展战略规 划等问题，使得在激烈的市场竞争中优势逐渐降低。因此，NFBY传媒集团要想在激 烈的媒体市场竞争中实现发展，就必须结合自身的实际情况，制定切实可行的、符合 市场规律的发展战略方案。基于此，本文对NFBY传媒集团的发展战略展开研究。 本文通过对NFBY传媒集团的内外部环境进行分析，了解其发展的外部机遇与 威胁以及内部经营发展的优劣势。在此基础上利用SWOT分析法和QSPM矩阵分析 法对NFBY发展战略进行评价和选择，最终选择实行多元化的发展战略。本文进一 步提出了对于多元化发展战略的实施方案：首先实行品牌多元化发展，通过创新品牌 经营，拓展跨地域经营模式而扩大目标市场范围，充分挖掘品牌效应；二是实行经营 模式多元化，采用内部创业、合资和并购的多种方式；三是经营渠道多元化发展，采 用线上、线下经营整合的范式，拓宽互联网发展渠道等。在多元化发展战略基础上， 本文进一步提出了完善人力资本管理、改革管理制度、建立灵活业务调整体系、改善 经营模式和企业文化的保障措施。 关键词：媒体行业，SWOT分析，发展战略 I 山东理工大学硕士学位论文 ABSTRACT ABSTRACT Since the 21st century, with the acceleration of new media technology innovation and the rise of Internet media industry, the market competition in the current media industry is increasingly fierce, constantly squeezing the survival environment of traditional media such as newspapers. In the past five years, the reading rate, circulation, advertising and other indicators of the newspaper industry at home and abroad have shown a significant decline, even a "cliff" business decline. In the face of many problems, such as the decreasing number of subscribers, the continuous decline of reading rate and the continuous decline of profitability, how to change the development strategy of traditional newspaper enterprises is an urgent task. NFBY media group is one of these traditional media enterprises. Due to the lack of clear market development goals and reasonable development strategy planning, the advantages of NFBY media group are gradually reduced in the fierce market competition. Therefore, if NFBY media group wants to realize its development in the fierce media market competition, it must combine its own actual situation to formulate a feasible development strategy plan that conforms to the market rules. Based on this, this paper studies the development strategy of NFBY media group. In this paper, NFBY media group as a case, through the analysis of the internal and external environment of the enterprise, to understand the external opportunities and threats of its development and the advantages and disadvantages of internal business development. On this basis, SWOT analysis and QSPM matrix analysis are used to evaluate and select the development strategy of NFBY, and finally the optimal development strategy is diversified development strategy. This paper further puts forward the implementation plan for the diversified development strategy: first, implement the diversified development of brands, expand the target market scope through innovative brand management, expand the cross regional business model, and fully tap the brand effect; Second, implement the diversified business model, and adopt various ways of internal entrepreneurship; Third, the diversified development of business channels, and adopt The paradigm of online and offline business integration, and the expansion of Internet development channels. On the basis of diversified development strategy, this paper further puts forward safeguard measures to improve human capital management, reform management system, establish flexible business adjustment system, improve business model and corporate culture. Key words: Media Industry, SWOT Analysis, Development Strategy II 山东理工大学硕士学位论文 目录 目 录 摘要 ........................................................................................................................ I ABSTRACT ................................................................................................................. II 目 录 ..................................................................................................................... III 第一章 绪论 ................................................................................................................. 1 1.1研究背景和意义 ............................................................................................. 1 1.1.1研究背景 .............................................................................................. 1 1.1.2研究意义 .............................................................................................. 1 1.2国内外文献综述 ............................................................................................. 2 1.2.1发展战略的理论内涵研究 .................................................................. 2 1.2.2发展战略的选择研究 .......................................................................... 3 1.2.3传媒行业的发展战略研究 .................................................................. 4 1.3研究内容和方法 ............................................................................................. 5 1.3.1研究内容 .............................................................................................. 5 1.3.2研究方法 .............................................................................................. 5 第二章 相关理论概述 ................................................................................................. 7 2.1企业发展战略的相关理论基础 ..................................................................... 7 2.1.1企业发展战略理论的发展历程 .......................................................... 7 2.1.2企业发展战略的本质特征 .................................................................. 8 2.1.3企业发展战略管理制定流程 .............................................................. 9 2.1.4企业发展战略选择类型 ...................................................................... 9 2.2发展战略的分析方法 ................................................................................... 10 2.2.1 SWOT分析法 .................................................................................... 10 2.2.2波特五力模型 .................................................................................... 11 第三章NFBY传媒集团的内外部环境分析 ............................................................ 13 3.1NFBY传媒集团的内部环境分析 ................................................................ 13 3.1.1发展概况分析 .................................................................................... 13 3.1.2市场定位层面分析 ............................................................................ 14 3.1.3组织结构层面分析 ............................................................................ 15 3.1.4外部资源层面分析 ............................................................................ 16 3.1.5人力资源层面分析 ............................................................................ 17 3.2NFBY传媒集团的外部环境分析 ................................................................ 18 III 山东理工大学硕士学位论文 目录 3.2.1宏观环境分析 .................................................................................... 18 3.2.2行业环境分析 .................................................................................... 20 第四章 NFBY传媒集团发展战略评价与选择 ....................................................... 23 4.1发展战略的SWOT矩阵分析 ...................................................................... 23 4.1.1内部优势分析（S） .......................................................................... 23 4.1.2内部劣势分析（W） .............................