莱芜广电网络公司发展战略研究

发布时间：2018-03-25 06:35

本文选题：广电网络　切入点：三网融合　出处：《山东建筑大学》2015年硕士论文

【摘要】：当前,广电网络(有线电视运营商)是国家“三网融合”工程的主力军之一,地市级广电网络公司是其最基本的实施单位。然而,大部分地市级广电网络公司是由事业单位改制而来,除了要应对日益严峻的外部形势外,还普遍存在体制僵化、管理不规范、专业人才不足、营销和服务能力不强等多方面弊端,“内忧外患”的现状使企业难以适应越来越激烈的市场竞争。为了实现企业的可持续发展,如何进行战略管理成为很多广电网络公司关注的问题。但是,由于多数企业的管理者思想较为保守,接受新事物的能力相对较弱,企业对于战略调整的主动性不强,导致现有战略与企业发展不相适应,这一现象在小型地市级广电网络公司体现的尤为明显,莱芜广电网络公司也面临同样的困境。因此,本文以莱芜广电网络公司为研究对象,综合运用战略管理相关理论和方法,借助PEST、五力模型、SWOT矩阵、BCG矩阵等分析工具,对公司所处的外部环境和内部条件进行了系统分析,为公司进行了战略选择,并提出了实施途径。希望通过本文的研究,能够为莱芜广电网络公司的发展提供有效指导,同时,为国内同类运营商提供借鉴范例。本文的具体内容如下：在相关理论及文献综述部分,阐述了战略管理的内涵及过程,梳理了国内外有关广电网络的文献研究情况。在战略分析部分,对当前莱芜广电网络公司的外部环境和内部条件进行了深入分析。首先,运用PEST法和五力模型对公司面临的宏观环境、行业竞争性、行业经济特性等外部环境进行了分析；其次,从公司资源、能力和核心能力三方面对公司内部条件进行了分析。在战略选择部分,首先,运用SWOT矩阵分析法对公司具有的优势和劣势、面临的机遇和威胁进行了综合分析；同时,简要分析了公司未来3年的战略发展目标,其次,基于分析结果与战略目标,选择了公司战略；最后,运用BCG矩阵分析法对公司基本业务进行了组合管理,并分别选择了业务单位竞争战略。在战略实施部分,分别针对公司战略和业务单位竞争战略提出了实施途径建议。经过分析研究,本文认为,莱芜广电网络公司应选择多元化战略、创新驱动发展战略和联盟战略三种方式相结合的公司战略,建议从发展内容产业、开发增值业务、加强资本运作等方面实施多元化战略,从深化管理体制改革、强化营销和服务创新等方面实施创新驱动发展战略,从同业联盟和跨业联盟两方面实施战略联盟。针对公司的传统有线电视、付费电视、双向互动和宽带四项基本业务,本文认为,应分别采取成本领先、差异化、混合型和非重点发展的竞争战略,建议分别从发展用户、营销服务差异化、正确定位与其他业务绑定销售等方面实施业务单位竞争战略。
[Abstract]:At present, the radio and television network (CATV operator) is one of the main forces of the national "three networks convergence" project, and the prefecture-level radio and television network company is its most basic implementation unit. Most of the prefecture-level radio and television network companies have been restructured by public institutions. In addition to dealing with the increasingly severe external situation, they also generally have rigid systems, non-standard management, and lack of professional personnel. In order to realize the sustainable development of enterprises, it is difficult for enterprises to adapt to the increasingly fierce market competition. How to carry out strategic management has become the concern of many radio and television network companies. However, because most of the managers of the enterprises are more conservative, and the ability to accept new things is relatively weak, the enterprises are not active in strategic adjustment. As a result, the existing strategy and the development of enterprises do not fit in with the development of enterprises. This phenomenon is especially evident in the small municipal radio and television network companies, and Laiwu network companies are also facing the same predicament. Therefore, this paper takes Laiwu Radio and Television Network Company as the research object. With the help of pest, SWOT matrix and BCG matrix, the paper makes a systematic analysis of the external environment and internal conditions of the company, and makes a strategic choice for the company. It is hoped that the research in this paper can provide effective guidance for the development of Laiwu Radio and Television Network Company, and at the same time, The specific contents of this paper are as follows: in the part of relevant theory and literature review, the connotation and process of strategic management are expounded. In the part of strategic analysis, the external environment and internal conditions of Laiwu Radio and Television Network Company are deeply analyzed. First of all, Using the PEST method and the five-force model, the paper analyzes the external environment of the company, such as the macro environment, industry competition, industry economic characteristics, etc. Secondly, from the perspective of corporate resources, the paper analyzes the external environment of the company. In the part of strategic choice, firstly, we use SWOT matrix analysis method to analyze the advantages and disadvantages, opportunities and threats faced by the company. The strategic development objectives of the company in the next three years are briefly analyzed. Secondly, based on the analysis results and strategic objectives, the company strategy is selected. Finally, the combination management of the basic business of the company is carried out by using the BCG matrix analysis method. In the implementation part of the strategy, the author puts forward some suggestions on how to implement the company strategy and the business unit competition strategy. Laiwu network company should choose diversification strategy, innovation-driven development strategy and alliance strategy. It is suggested to carry out diversification strategy from the aspects of developing content industry, developing value-added business, strengthening capital operation, etc. From the aspects of deepening the reform of management system, strengthening marketing and service innovation, implementing innovation-driven development strategy, implementing strategic alliance from two aspects of interbank alliance and cross-industry alliance, aiming at the company's traditional cable TV, pay-TV, In this paper, we think that we should adopt the competitive strategy of cost leading, differentiation, mixed and non-key development, and suggest the differentiation of customer and marketing service, respectively, for the four basic services of two-way interaction and broadband. Correct positioning and other business binding sales and other aspects of the implementation of business unit competition strategy.
【学位授予单位】：山东建筑大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.27

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