新华网股份有限公司国际化战略研究
发布时间：2018-08-09 19:11
【摘要】：目前,随着我国互联网行业的崛起以及全球化进程的加快,我国新闻网站在国际上的认可程度达到了前所未有的高度。越来越多的新闻网站在满足国内市场的同时,纷纷开始开拓国际市场。新华网作为党中央、国务院直接部署的中央重点新闻网站主力军也不甘示弱,积极推进国际化战略,向着建设成为国际一流的、具有强大创新能力的新型互联网企业的目标而努力奋进。但是,我国国际新闻传播所处的低效局面严重影响并制约着我国新闻网站的国际化发展步伐,同时,与国际新闻网站相比,新华网仍然面临着诸多瓶颈,发展相对落后,存在较大差距。因此,对新华网股份有限公司进军国际市场的国际化战略进行研究迫在眉睫。一方面可以帮助新华网进一步了解国内外市场的发展趋势,帮助新华网进一步审视自己本身的问题,进而有的放矢、对症下药,采取更加科学、合理的国际化战略。另一方面可以改变中国媒体的国际格局,提高中国的国际影响力。鉴于此,本文第一部分首先阐释选题的相关背景及意义,研究方法及内容,并对国内外传媒集团的国际化道路研究现状进行综述,为后期写作积累研究基础。本文第二部分,通过回顾新华网的成长经历,深入探讨新华网国际化发展的现状及存在问题。本文第三部分,通过运用迈克尔·波特的五力模型,从行业内部的竞争、新进入者的威胁、替代品的威胁、购买者的讨价还价能力和供应商的讨价还价能力五个方面,详细分析新华网国际化面临的市场竞争状况。本文第四部分,从优势、劣势、机会和威胁四个方面对新华网国际化发展进行SWOT分析,为制定新华网国际化战略实施措施提供依据。本文第五部分,在市场竞争和SWOT分析基础上,着眼于新华网进行国际化战略发展中应遵守的原则、步骤以及市场竞争战略对新华网国际化战略发展进行整体规划。本文第六部分,从内容建设、经营模式、技术和机制体制四个方面制定新华网国际化战略发展的实施措施。
[Abstract]:At present, with the rise of China's Internet industry and the acceleration of the process of globalization, the degree of international recognition of Chinese news websites has reached an unprecedented height. More and more news websites meet the domestic market and begin to open up the international market at the same time. As the Party Central Committee, the main force of the central key news websites directly deployed by the State Council is not willing to show weakness, and it is actively promoting the internationalization strategy and becoming a world-class one. A strong innovative ability of the new type of Internet enterprise goals and efforts to advance. However, the inefficient situation of international news dissemination in our country seriously affects and restricts the international development of Chinese news websites. At the same time, compared with international news websites, Xinhuanet still faces many bottlenecks and is relatively backward in development. There is a big gap. Therefore, it is urgent to study the internationalization strategy of Xinhuanet Co., Ltd. On the one hand, it can help Xinhuanet to further understand the development trend of domestic and foreign markets, to help Xinhuanet to further examine its own problems, and then to take a more scientific and rational international strategy. On the other hand, it can change the international pattern of Chinese media and enhance China's international influence. In view of this, the first part of this paper first explains the background and significance of the topic, research methods and content, and domestic and foreign media groups on the international road to summarize the status quo, for later writing accumulation of research foundation. In the second part of this paper, through reviewing the growth experience of Xinhuanet, the present situation and existing problems of Xinhuanet's internationalization development are discussed in depth. The third part of this paper, by using Michael Porter's five-force model, from five aspects of competition in the industry, the threat of new entrants, the threat of alternatives, the bargaining power of buyers and the bargaining power of suppliers. Xinhuanet internationalization is faced with a detailed analysis of the market competition. The fourth part of this paper analyzes the internationalization development of Xinhuanet from four aspects of advantages, disadvantages, opportunities and threats, and provides the basis for the implementation of Xinhuanet internationalization strategy. The fifth part of this paper, on the basis of market competition and SWOT analysis, focuses on the principles to be observed in the development of Xinhuanet's internationalization strategy, the steps and the market competition strategy for the overall planning of the development of Xinhuanet's internationalization strategy. The sixth part of this article, from the content construction, the management pattern, the technology and the mechanism system four aspects formulates the Xinhuanet internationalization strategy development implementation measure.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G210.7-F
[Abstract]:At present, with the rise of China's Internet industry and the acceleration of the process of globalization, the degree of international recognition of Chinese news websites has reached an unprecedented height. More and more news websites meet the domestic market and begin to open up the international market at the same time. As the Party Central Committee, the main force of the central key news websites directly deployed by the State Council is not willing to show weakness, and it is actively promoting the internationalization strategy and becoming a world-class one. A strong innovative ability of the new type of Internet enterprise goals and efforts to advance. However, the inefficient situation of international news dissemination in our country seriously affects and restricts the international development of Chinese news websites. At the same time, compared with international news websites, Xinhuanet still faces many bottlenecks and is relatively backward in development. There is a big gap. Therefore, it is urgent to study the internationalization strategy of Xinhuanet Co., Ltd. On the one hand, it can help Xinhuanet to further understand the development trend of domestic and foreign markets, to help Xinhuanet to further examine its own problems, and then to take a more scientific and rational international strategy. On the other hand, it can change the international pattern of Chinese media and enhance China's international influence. In view of this, the first part of this paper first explains the background and significance of the topic, research methods and content, and domestic and foreign media groups on the international road to summarize the status quo, for later writing accumulation of research foundation. In the second part of this paper, through reviewing the growth experience of Xinhuanet, the present situation and existing problems of Xinhuanet's internationalization development are discussed in depth. The third part of this paper, by using Michael Porter's five-force model, from five aspects of competition in the industry, the threat of new entrants, the threat of alternatives, the bargaining power of buyers and the bargaining power of suppliers. Xinhuanet internationalization is faced with a detailed analysis of the market competition. The fourth part of this paper analyzes the internationalization development of Xinhuanet from four aspects of advantages, disadvantages, opportunities and threats, and provides the basis for the implementation of Xinhuanet internationalization strategy. The fifth part of this paper, on the basis of market competition and SWOT analysis, focuses on the principles to be observed in the development of Xinhuanet's internationalization strategy, the steps and the market competition strategy for the overall planning of the development of Xinhuanet's internationalization strategy. The sixth part of this article, from the content construction, the management pattern, the technology and the mechanism system four aspects formulates the Xinhuanet internationalization strategy development implementation measure.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G210.7-F
【共引文献】
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