乐视体育公司发展战略研究

发布时间：2018-04-23 13:34

  本文选题：体育产业 + 战略发展　； 参考：《吉林大学》2017年硕士论文

【摘要】：2014年3月,乐视体育文化产业发展(北京)有限公司(下文简称乐视体育)在乐视网体育频道的基础上正式成立,由单一的视频媒体网站的业务形态,发展为全产业链体育生态型公司,以赛事运营、内容平台、智能化业务和互联网应用服务业务为核心,加快抢占线上及线下的体育用户入口,培育及促进中国体育产业的消费行为。乐视体育于2015年5月完成了A轮融资8亿元人民币,公司估值为28亿元。2016年3月完成了B轮融资80亿元人民币,公司估值215亿元。2014年10月,国务院印发第46号文件《关于加快发展体育产业促进体育消费的若干意见》,46号文中特别指出,中国体育产业到2025年,体育产业的总规模将超过5万亿。46号文中明确提出要用市场化的方式来发展体育产业,对体育产业进行全面松绑。得益于良好的宏观政策环境,体育行业成为了朝阳产业,正是在这种环境下在中国一大批体育公司涌现出来,2015年从产业链占位、核心内容版权到人力资源都进行了快速布局,但是在资本大量涌入体育产业的情形下,如何最终走出一条可持续化营发展道路,是乐视体育面临的最大问题。面对整个行业的竞争,乐视体育如何保持行业领头的角色,并不断发展创新和其公司战略密切相关,本文深度解析乐视体育的发展战略。本文主要通过定性分析法和文献综述法的研究方法,通过深度访谈、实地调研、归纳总结、文献研究等研究形式,获得一手与二手资料,对宏观环境分析、行业环境分析、竞争环境态势等方面进行分析。利用管理学模型PEST模型与SWOT矩阵分析出组织机会与威胁、优势与劣势,得出乐视体育公司针对实际战略目标应有的战略实施办法,在国内战略部分须精细化运营版权内容,打造体育服务一站式平台,国外战略部分依托乐视控股各子公司资源进行初步全球化战略。为同类公司制定发展战略提供实例上的参考,并丰富结合管理学特点在互联网公司战略方面的研究。着重为乐视体育公司的企业资源分配提出指导方向,为乐视体育的下一步发展提供帮助。
[Abstract]:In March 2014, Letv Sports Culture Industry Development (Beijing) Co., Ltd. (hereinafter referred to as Letv Sports) was formally established on the basis of Letv Network Sports Channel, which is based on the business form of a single video media website. Develop into the whole industry chain sports ecotype company, take the event operation, the content platform, the intelligent business and the Internet application service business as the core, speeds up to occupy the online and offline sports user entrance, Cultivate and promote the consumption behavior of Chinese sports industry. Letv Sports completed round A financing of 800 million yuan in May 2015, valuing the company at 2.8 billion yuan. In March 2016, Letv completed 8 billion yuan in round B financing and valued the company at 21.5 billion yuan. The State Council issued document No. 46 on speeding up the Development of Sports Industry and promoting Sports consumption. Article 46 states, in particular, that by 2025, China's sports industry, The total scale of the sports industry will exceed 5 trillion. In the text 46, it is clearly proposed that the sports industry should be developed in a market-oriented way and that the sports industry should be fully untied. Thanks to a good macro policy environment, the sports industry has become a sunrise industry. It is under this environment that a large number of sports companies have emerged in China. In 2015, the industrial chain occupied a place, the core content copyright and human resources were rapidly distributed. However, under the circumstance of mass capital pouring into sports industry, how to finally walk out a sustainable development road is the biggest problem that Letv sports faces. In the face of the competition of the whole industry, how to maintain the leading role of Letv sports, and how to develop innovation is closely related to its company strategy. This paper deeply analyzes the development strategy of Letv Sports. This article mainly through the qualitative analysis method and the literature review method research method, through the depth interview, the field investigation, the induction summary, the literature research and so on research forms, obtains the primary hand and the second hand material, to the macroscopic environment analysis, the profession environment analysis, Competitive environment situation and other aspects of analysis. By using the management model PEST model and SWOT matrix to analyze the organizational opportunities and threats, advantages and disadvantages, the author draws the conclusion that Letv Sports Company should implement the strategy according to the actual strategic objectives, and in the domestic strategic part, the content of operation copyright should be refined. To build a one-stop platform for sports service, foreign strategy partly relies on Letv holding subsidiary resources to carry out preliminary globalization strategy. It provides reference for similar companies to make development strategy, and enriches the research on Internet company strategy combined with the characteristics of management. This paper puts forward the guiding direction for Letv Sports Company's enterprise resource allocation, and provides help for the next development of Letv Sports.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124;F49
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本文编号：1792182