深圳报业集团多元化经营战略研究

发布时间：2018-07-14 18:02

【摘要】：改革开放以来，，我国报业经济的发展走上了“事业单位，企业化管理”的经营模式。在这三十多年的时间里，在市场经济、企业模式的推动下，中国报业融合入市场经济之中，走上了自担风险、自负盈亏的格局，并发展成为信息时代的一个新兴产业。报业的三大主业经营是广告、发行和印务，还有多种经营业务，如房地产、物流、旅游、酒店管理等。报业在做好三大主业经营的同时，在多种经营这方面存在诸多不足，因此本文研究具有十分重要的意义。本文以深圳报业集团作为研究对象，利用多元化经营理论分析了报业集团的多元化战略经营模式。首先分析了深圳报业多元化经营的综合背景：成长历程，宏观环境，市场竞争情况；其次，深入剖析深圳报业集团多元化经营模式，对报业集团多元化经营战略进行SWOT分析，分析深圳报业多元化战略的优势与劣势，提出战略选择，阐述其进行多元化经营的必要性和可行性；最后，从多角度提出了相关战略实施措施。本文综合分析认为，深圳报业集团现有多种的经营模式，在一定程度上发挥了报业集团的资源优势，但在目标行业选择上还在存在盲从，如房地产业，餐饮业；应加大对多媒体领域和信息服务业的投入；战略规划上立足深圳，办好报纸这项主营业务，向文化信息服务领域拓展，走文化加其他行业结合的发展道路，如：“文化+地产”模式；打破地域壁垒，打造核心品牌价值，真正走出跨地区、跨媒体、综合性、多元化、国际化的大型传媒发展道路。在政策建议方面认为，报业集团的核心在于把握主业，拓展文化产业平台，谨慎选择目标行业和实现途径，营造良好的外部政策环境和集团内部环境。
[Abstract]:Since the reform and opening up, the development of newspaper economy in our country has entered the management mode of "institution, enterprise management". In the more than thirty years, under the promotion of market economy and enterprise model, Chinese newspaper industry has merged into market economy, stepped on the pattern of taking risks and taking responsibility for its own profits and losses, and developed into a new industry in the information age. The three major businesses of the newspaper industry are advertising, distribution and printing, as well as a variety of business, such as real estate, logistics, tourism, hotel management, etc. The paper is of great significance for the newspaper industry to do well in the three main businesses, and at the same time, there are many shortcomings in the diversification of the newspaper industry, so the study of this paper is of great significance. This paper takes Shenzhen newspaper Group as the research object, and analyzes the diversification strategy management mode of newspaper Group by using the theory of diversification. Firstly, it analyzes the comprehensive background of Shenzhen newspaper diversified management: growth course, macro environment, market competition; secondly, it deeply analyzes the diversified management mode of Shenzhen newspaper group, and carries on SWOT analysis to the diversified management strategy of newspaper group. This paper analyzes the advantages and disadvantages of Shenzhen newspaper diversification strategy, puts forward the strategic choice, expounds the necessity and feasibility of its diversification management, and finally, puts forward the relevant strategic implementation measures from various angles. According to the comprehensive analysis of this paper, the existing diversified business models of Shenzhen newspaper Group, to a certain extent, have brought into play the resource advantages of the newspaper Group, but there are still blind followings in the choice of target industries, such as real estate industry and catering industry; We should increase our investment in the field of multimedia and information services, base ourselves on Shenzhen in our strategic planning, do a good job in newspaper business, expand into the field of cultural information services, and take the road of combining culture with other industries. Such as: "cultural real estate" mode; break the regional barriers, create the core brand value, truly out of the cross-regional, cross-media, comprehensive, diversified, international large-scale media development. In terms of policy suggestions, the core of newspaper group is to grasp the main industry, expand the cultural industry platform, carefully select the target industry and realize the way, and create a good external policy environment and group internal environment.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G219.24;F272.3

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