宁波传统媒体行业经济效益的提升战略研究

发布时间：2019-04-29 16:10

【摘要】：在市场经济条件下，以报纸广播电视为首的传统媒体行业遭遇到了巨大的挑战，也面临着巨大的机会。近年来,新媒体迅猛发展，更是给传统媒体行业带来冲击。这样的形势下，学者和管理实践者们在体制和经营模式两个方面都对该行业进行了多种探索，期望使之能在市场经济大潮中破浪前行。本文以宁波的报纸广播电视行业为研究对象，在现有的文献理论基础上，提出适合宁波传统媒体提升经济效益的战略的研究思路。全文围绕传统媒体经济效益这一核心概念，开展了三个阶段的研究。首先，是战略的输入。对宁波传统媒体的环境做了宏观、中观、微观三个层面的分析，即政治、经济环境，行业环境，内部环境。其中内部环境以宁波日报报业集团、宁波广播电视集团、镇海区新闻中心作为研究案例。并做了宁波传统媒体行业环境的分析。再者，对提升宁波传统媒体经济效益的可选战略及路径进行对比分析，做出战略选择。包括公司层的“适度规模的产业扩张”战略、“相关性多元化投资及融资”战略，业务层的集中战略、成本领先战略及差异化战略。最后，是战略的实施。实施中，首要解决的问题是产业发展中心和事业发展中心的关系处理，再对事业发展中心的治理结构、组织结构、核心竞争力进行研究。本文的结论是，，提升宁波传统媒体行业经济效益需要首先确认其市场主体，在此基础上运用现代企业制度的理念，优化重组整合现有资源，适度进行产业扩张，利用资本的作用，充分发挥市场经济配置资源要素的决定性作用。本文的理论创新是，将企业战略管理思想与传统媒体经营相结合，并提出“宁波化”的经济效益提升战略。
[Abstract]:Under the condition of market economy, the traditional media industry, led by newspaper, radio and television, is faced with great challenges and opportunities. In recent years, the rapid development of new media, but also to the traditional media industry impact. In this situation, scholars and management practitioners have made many explorations on the industry in both system and management mode, in the hope that they can break the waves in the tide of market economy. Taking the newspaper radio and television industry of Ningbo as the research object, based on the existing literature theory, this paper puts forward the strategy of promoting economic benefit for Ningbo traditional media. This paper focuses on the core concept of traditional media economic benefits, and carries out three stages of research. First, the input of the strategy. This paper analyzes the environment of Ningbo traditional media from three aspects: politics, economic environment, industry environment and internal environment. The internal environment of Ningbo Daily newspaper Group, Ningbo Radio and Television Group, Zhenhai News Center as a case study. And done Ningbo traditional media industry environment analysis. In addition, the alternative strategies and paths to promote the economic benefits of Ningbo's traditional media are compared and analyzed, and strategic choices are made. It includes "moderate scale industrial expansion" strategy, "correlative diversification investment and financing strategy", "concentration strategy of business layer", "cost leading strategy" and "differentiation strategy". Finally, the implementation of the strategy. In the process of implementation, the primary problem to be solved is to deal with the relationship between the industrial development center and the enterprise development center, and then to study the governance structure, organization structure and core competence of the enterprise development center. The conclusion of this paper is that, to promote the economic benefit of Ningbo traditional media industry, it is necessary to confirm the main body of the market first, on this basis, we should apply the idea of modern enterprise system, optimize the reorganization and integration of existing resources, and carry out moderate industrial expansion. Make full use of the role of capital, give full play to the decisive role of market economy allocation of resource elements. The theoretical innovation of this paper is to combine the enterprise strategic management thought with the traditional media management, and put forward the economic benefit promotion strategy of "Ningbo".
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206-F

【参考文献】