云南文产新媒体公司的市场发展战略研究

发布时间：2018-03-13 22:14

本文选题：新媒体　切入点：新媒体产业　出处：《云南大学》2012年硕士论文　论文类型：学位论文

【摘要】：21世纪是信息可视化时代,随着移动互联网、微博、户外大屏幕等多媒体技术的发达,数字影像的消费量空前爆发。2008年北京奥运会、2010年上海世博会以及刚刚闭幕的伦敦奥运会中各种绚丽多姿的多媒体技术给全世界观众所带来的震撼感受,充分展现了新媒体产业中的数字内容服务与设计成为了产业链中不可缺少的重要一环,数字影像这一原本只是依附于设计产业中的一个小技术环节,逐步走向一个独立而繁荣的大产业,作为从业公司,研究数字影像公司的发展战略显得就更为必要和重要。本文试图运用管理学、市场营销学的知识,从新媒体的定义、数字媒体技术解决方案的定义及范围、新媒体产业链中数字影像行业公司等方面进行逐一的理论分解与深入解析,希望对文产新媒体公司的发展,经营模式的完善与创新方面能起到一定帮助。文章从新媒体领域的竞争环境分析入手,运用SWOT分析法等多种手段,分析新媒体公司的竞争环境,试图借鉴国内外新媒体发展的经验,规划出新媒体公司的发展战略,并提出了战略发展实施建议。本文主要有六个部分的内容,第一章为绪论,主要介绍研究背景及其意义,阐述本文的研究思路与结构,确定研究的内容。第二章,相关理论综述,对所涉及的相关理论、定义进行回顾,搜集并整理与市场营销有关的理论,运用SWOT分析法等理论作为文章的理论支撑。第三章,公司现状分析,本章首先介绍了公司的概况及公司的组织结构,然后对公司的核心业务、核心技术及业绩进行了分析。第四章,公司市场发展战略分析,首先分析了公司的宏微观环境,然后对公司的竞争力进行了详细的分析,最后对新媒体公司进行SWOT分析,得出公司的优势、劣势、机会、威胁,为公司市场发展战略规划提供了依据。第五章,公司市场发展战略规划,对公司的市场发展战略进行设计,包括目标市场的选择、市场细分,提出了市场发展战略,以期通过新的市场战略实现公司的不断发展壮大。第六章,研究结论和不足。对全文进行总结,归纳本文不足。
[Abstract]:21th century is the era of information visualization, with the development of multimedia technology, such as mobile Internet, Weibo, outdoor large screen, etc. Digital video consumption has never erupted. In 2008 the Beijing Olympic Games, 2010 Shanghai World Expo and just concluded the London Olympic Games in a variety of colorful multimedia technology to the world's audience shock, It fully shows that the digital content service and design in the new media industry has become an indispensable and important link in the industrial chain. The digital image is originally a small technical link attached to the design industry. As an independent and prosperous industry, it is necessary and important to study the development strategy of digital image companies. This paper attempts to use the knowledge of management, marketing, from the definition of new media, the definition and scope of digital media technology solutions, In the new media industry chain, the digital image industry companies and other aspects of the theoretical decomposition and in-depth analysis, hoping for the development of new media companies. The article starts with the analysis of the competition environment in the new media field, and analyzes the competition environment of the new media company by using the SWOT analysis method and other means. This paper attempts to draw lessons from the experience of the development of new media at home and abroad, plans out the development strategy of the new media company, and puts forward some suggestions for the implementation of the development of the strategy. There are six parts in this paper, the first chapter is the introduction, mainly introduces the research background and its significance, expounds the research ideas and structure, determines the content of the research. The definition is reviewed, the theories related to marketing are collected and sorted, and the theory of SWOT analysis is used as the theoretical support of the article. Chapter three, the analysis of the current situation of the company, this chapter first introduces the general situation of the company and the organization structure of the company. Then it analyzes the core business, core technology and performance of the company. Chapter 4th, the company market development strategy analysis, the first analysis of the company's macro and micro environment, and then the competitiveness of the company is analyzed in detail. Finally, the SWOT analysis of the new media company is carried out, and the advantages, disadvantages, opportunities and threats of the company are obtained, which provide the basis for the strategic planning of the company's market development. Chapter 5th, the strategic planning of the company's market development, The market development strategy of the company is designed, including the choice of the target market, the market segmentation, and the market development strategy, in order to realize the continuous development of the company through the new market strategy. Chapter 6th, Conclusion and deficiency. Summarize the full text and conclude the deficiency of this paper.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F272;G206-F

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