三友传媒发展战略研究

发布时间：2018-04-26 22:32

本文选题：DM市场 + 战略管理　；参考：《西北大学》2010年硕士论文

【摘要】：在美国,DM杂志广告收入已经占到媒体总收入的20%,达到1000亿美元。在中国DM杂志只占全国媒体收入的1%,仅仅约10亿美元。也就是说在中国,DM杂志的市场还有很大的潜力尚待挖掘。与此同时,国外知名DM杂志凭借多年的口碑、成熟的机制、科学的管理、丰富的资源进入中国媒体市场。在机遇与危机并存的环境下,三友传媒有限公司,这支倚靠着齐鲁传媒腹地的年轻企业,如何定制适合自身发展的发展战略,是当下需要解决的核心内容。本文借鉴国外DM杂志的发展历史、相关策略和未来方向,结合国内尤其是本地DM市场的实际情况,对三友传媒现在的战略发展进行分析,对三友传媒未来几年发展以及市场特点进行预测。在此基础上,作者的目标是针对中国三友传媒有限公司和它旗下DM杂志《精品》现状,以及它身处周边环境,采用工商管理课程中学到五力竞争模型和SWOT分析法进行全面综合的分析。进而再通过对企业内部环境的分析,包括结构组织、人力资源、能力储运等方面进行全面的优化。最后,通过规避发展战略在实施过程中可能出现问题,提出了解决方案。本文主要以发展战略理论为依据,以稳固三友传媒在山东省DM杂志中的领军地位为目标,通过对发展战略的准确制定,尤其是在发展战略的实施过程中,对风险的规避、对战略的执行力度、对决定战略实施的各类因素的引导有较为明确的阐述,对其他DM传媒有一定的参考意义。
[Abstract]:Advertising revenue from DM magazine in the United States has accounted for 20% of total media revenue, reaching $100 billion. DM magazine in China accounts for only 1% of the national media revenue, only about $1 billion. In other words, there is still great potential in the market of DM magazine in China. At the same time, famous foreign DM magazines enter the Chinese media market with many years of reputation, mature mechanism, scientific management and rich resources. In the environment of co-existence of opportunity and crisis, Sanyou Media Co., Ltd., a young enterprise relying on Qilu media hinterland, how to customize the development strategy suitable for its own development is the core content that needs to be solved at present. This article draws lessons from the foreign DM magazine development history, the correlation strategy and the future direction, unifies the domestic especially the local DM market actual situation, carries on the analysis to the Sanyou Media present strategy development, Three friends media development and market characteristics in the next few years to forecast. On this basis, the author's goal is to focus on China Sanyou Media Co., Ltd. and its DM magazine, "Fine goods", and its surrounding environment. The five-force competition model and SWOT analysis method are used in the course of business administration. Then through the analysis of the internal environment of the enterprise, including structural organization, human resources, capacity storage and transportation and other aspects of comprehensive optimization. Finally, the solution is put forward by circumventing the possible problems in the implementation of development strategy. Based on the theory of development strategy, this paper aims to stabilize the leading position of Sanyou Media in DM magazine of Shandong Province, and to avoid risks through the accurate formulation of development strategy, especially in the process of implementation of development strategy. The implementation of the strategy and the guidance of the various factors that determine the implementation of the strategy have a relatively clear elaboration, which is of certain reference significance to other DM media.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.2-F

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