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DM传媒公司发展战略研究_MBA硕士毕业论文DOC

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文本描述
DM传媒公司发展战略研究
摘要
随着社会的发展和科技的进步,传媒行业迎来了爆发式的快速发展。新媒体
乘势而起,给传统媒体带来了巨大冲击,传统媒体行业内的竞争激烈程度前所未
有,面临的生存压力日渐增大,,亟需寻找转型升级之路。同时,传媒行业兼具商
业属性和公共属性,这使得传媒类公司生存环境更加复杂。
如何实现转型升级和可持续发展,是许多中小传媒企业面临的问题, DM传
媒公司于 2014年 9月成立于潍坊市高新区,是一家由事业单位改制而来的传媒
公司,主营业务为宣传报道、媒体运营、广告服务、影视摄制等,在发展过程中,
公司面临着业务种类单一、收入来源局限性强、岗责体系不够完善等困境。究其
原因是没有完善的发展战略规划,为尽快走出困境,公司迫切需要制定适合自身
实际的发展战略。
本文根据DM传媒公司的实际情况,针对性地制定了适合其特点的发展战略,
首先介绍了公司发展中面临的问题,通过 PEST模型分析对宏观环境进行整体分
析,通过波特“五力”分析法分析公司的行业环境,随后从资源和能力两方面分
析公司的内部环境,通过 SWOT矩阵分析为战略制定和选择提供参考,最后通过
QSPM矩阵分析确定企业最终选择的战略方向。本文明确了 DM传媒公司的使命和
愿景,提出了公司未来发展的战略目标,分别从公司层战略、业务层战略和职能
层战略三个层面构建了完整的发展战略体系,同时配套战略实施保障措施。
本文研究结论可以为 DM传媒公司的战略选择、战略制定和实施等提供理论
和实践指导,也可为其他中小传媒公司的未来发展战略选择提供参考。
关键词:传媒公司发展战略 SWOT 分析多元化战略

RESEARCH ON THE DEVELOPMENT STRATEGY
OF DM MEDIA COMPANY
ABSTRACT
With the development of society and the progress of science and technology, the
media industry has ushered in an explosive and rapid development. New media have
taken advantage of the momentum, which has brought a huge impact to traditional media,
the competition in the traditional media industry is unprecedentedly fierce, and the
survival pressure is increasing, and it is urgent to find a way to transform and upgrade.
At the same time, the media industry has both commercial and public attributes, which
makes the living environment of media companies more complicated.
How to achieve transformation and upgrading and sustainable development, is a
problem faced by many small and medium-sized media enterprises, DM Media
Company was established in September 2014 in Weifang High-tech Zone, is a media
company restructured from public institutions, the main business for publicity and
reporting, media operations, advertising services, film and television production, etc., in
the development process, the company is facing a single type of business, strong income
source limitations, post responsibility system is not perfect and other dilemmas. The
reason is that there is no perfect strategic development plan, in order to get out of the
predicament as soon as possible, the company urgently needs to formulate a
development strategy suitable for its own reality.
According to the actual situation of DM media company, this paper formulates the
development strategy suitable for its characteristics. First, it introduces the problems
faced by the company in its development, makes an overall analysis of the macro
environment through PEST model analysis, analyzes the company's business
environment through Porter's "five forces" analysis method, and then analyzes the
company's internal environment from the two aspects of resources and capabilities.
Through SWOT matrix analysis, it provides reference for strategy formulation and
selection, Finally, the final strategic direction of the enterprise is determined through
QSPM matrix analysis. This civilization defines the mission and vision of DM media

company, puts forward the strategic objectives of the company's future development,
and constructs a complete development strategy system from the three levels of company
level strategy, business level strategy and function level strategy, while supporting
strategic implementation guarantee measures.
The research conclusions of this paper can provide theoretical and practical
guidance for the strategic selection, strategy formulation and implementation of DM
media companies, and can also provide reference for the future development strategy
choices of other small and medium-sized media companies.
KEY WORDS : media company development strategy SWOT analysis
diversification strategy
。。。以下略