EEGOO公司发展战略研究

发布时间：2018-05-20 21:32

本文选题：发展战略研究 + 文化创意产业　；参考：《兰州大学》2014年硕士论文

【摘要】：文化创意产业是依靠创意人的智慧、技能和天赋,借助于高科技对文化资源进行创造与提升,通过知识产权的开发和运用,产生出高附加值产品,具有创造财富和就业潜力的产业。由于文化创意产业不仅能够提供大量的就业机会,生产出高附加值的产品或服务,更为重要的是能够推动国民经济持续、快速的发展而备受多个国家的重视。自上世纪末以来,一些经济发达国家相继开始实施国家文化发展战略,把文化创意产业定位为国家实施创新战略、提升国家软实力的价值产业。2009年我国正式确立把发展文化创意产业作为调整经济结构、改变经济增长方式、发展绿色产业的重要战略之一。在此之后,国家出台了多种政策给予大力支持,促使文化创意产业得以快速的发展起来。正是多个企业的纷纷加入,使行业竞争变得更加激烈。 Eegoo公司是一家多元化业务经营的文化创意企业,由于文化创意产业涉及的行业领域多,范围宽广,面对众多发展机会,Eegoo公司也一直在多个领域内不断的尝试和探索。虽然经过了近三年的发展,但公司战略定位一直不清晰,另外在经营管理方面也存在着问题,这些都严重制约了公司的快速发展。面对当前新的形势下,Eegoo需要尽快制定出公司发展战略,引领公司走出发展困境。本文采用文献查阅法、调查研究法、历史对比法、定性定量法等研究方法,比较全面的分析了文化创意产业发展现状及发展趋势,介绍了Eegoo公司的发展现状。运用宏观环境分析(PEST)、行业分析、外部因素评价矩阵(EFE)、内部因素评价矩阵(IFE)以及SWOT矩阵分析法,分别对公司的外部和内部环境进行了具体分析研究,提出公司使命、愿景和战略目标。运用QSPM矩阵分析工具和战略选择评分表的方法,评选出公司的发展战略,即公司层采用调整性紧缩战略对公司进行重组整合,在业务开展上采用差异化竞争战略。为了确保战略有效实施,本文也制定出战略实施的四个步骤、实施保障措施、以及战略控制措施。本文通过对Eegoo公司所处的内外部环境分析研究,制定出一套发展战略,希望对Eegoo公司未来发展具有引领作用,同时也希望能对其他从事文化创意产业的企业在战略管理方面具有一定的理论和现实指导意义。
[Abstract]:Cultural and creative industries rely on the wisdom, skills and talents of creative people to create and upgrade cultural resources with the aid of high technology, and produce high value-added products through the development and use of intellectual property rights. Industries with the potential to create wealth and employment. Cultural and creative industries can not only provide a large number of employment opportunities, produce high value-added products or services, more importantly, can promote the sustained and rapid development of the national economy, so many countries pay attention to it. Since the end of the last century, some economically developed countries have started to implement the national cultural development strategy one after another, positioning the cultural and creative industries as the national innovation strategy. In 2009, China formally established the development of cultural and creative industries as one of the important strategies to adjust the economic structure, change the mode of economic growth and develop green industries. After this, the country issued a variety of policies to give strong support, to promote the rapid development of cultural and creative industries. It is many enterprises join in succession, make the industry competition becomes more intense. Eegoo is a cultural creative enterprise with diversified business operations. Because of the wide range of industries involved in cultural and creative industries, Eegoo has been constantly trying and exploring in many fields in the face of many development opportunities. Although after nearly three years of development, the strategic positioning of the company has not been clear, in addition, there are also problems in management, which have seriously restricted the rapid development of the company. Facing the current new situation, Eegoo needs to work out the company's development strategy as soon as possible to lead the company out of the development dilemma. This paper adopts the methods of literature review, investigation and research, historical contrast, qualitative and quantitative analysis and so on, analyzes the present situation and development trend of cultural and creative industry, and introduces the present development situation of Eegoo Company. By using macro environment analysis, industry analysis, external factor evaluation matrix, internal factor evaluation matrix and SWOT matrix analysis, the paper makes specific analysis and research on the external and internal environment of the company, and puts forward the mission of the company. Vision and strategic objectives. By using the QSPM matrix analysis tool and the method of the strategic selection scoring table, the development strategy of the company is selected, that is, the company adopts the adjustment and retrenchment strategy to reorganize and integrate the company, and adopts the differentiated competition strategy in the business development. In order to ensure the effective implementation of the strategy, this paper also worked out four steps of strategy implementation, the implementation of safeguards, and strategic control measures. Based on the analysis of the internal and external environment of Eegoo Company, this paper draws up a set of development strategies, hoping to lead the future development of Eegoo Company. At the same time, it also hopes to provide some theoretical and practical guidance to other enterprises engaged in cultural and creative industries.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G124;F272

【参考文献】