D文化传播公司的发展战略研究

发布时间：2018-08-21 08:52

【摘要】：近年来,我国文化演出行业发展迅速,整体呈现繁荣增长的态势。我国的文化企业绝大多数还处于小、散、初发展阶段,在国际演出市场的整体竞争中处于劣势地位。开展文化企业发展定位及战略研究对提高我国文化企业的竞争力有积极意义。本文的研究对象D文化传播公司集中了民族特色和文化传承的特点,将传统文化艺术通过商业化运作得以保存和发展,在当代中国文化艺术领域的商业应用研究中具有代表性意义。本文通过研究国内外演出市场的现状、演出服务的贸易对比,对当前国内外的演出市场发展趋势进行分析。运用多种科学分析方法包括PEST、SWOT、关键因素综合分析等,对D文化传播公司的各种关键环境要素及关键竞争要素进行系统分析。通过QSPM矩阵模型对备选战略进一步比选,围绕保持和扩大公司品牌优势的核心业务发展优势,为公司发展提出实施集中多元化和纵向一体化的战略,即确立并巩固公司在市场竞争中的优势地位,逐步扩大D文化传播公司业务的产业链布局,充分利用公司的品牌优势和资源禀赋,开发相关衍生产品,丰富品牌产品线,全面渗透相关业务领域。同时文章还提出建设保障战略实施的四个重点支撑体系,并从综合绩效评价的视角,用平衡计分卡对战略实施效果进行跟踪控制。
[Abstract]:In recent years, China's cultural performance industry has developed rapidly, showing a trend of overall prosperity and growth. The vast majority of China's cultural enterprises are still in a small, scattered, early stage of development, in the overall competitiveness of the international performance market in a disadvantaged position. The research object of this paper is D Culture Communication Company, which concentrates on the characteristics of national characteristics and cultural inheritance, preserves and develops the traditional culture and art through commercial operation, and is representative of the commercial application research in the field of contemporary Chinese culture and art. By using a variety of scientific analysis methods including PEST, SWOT, and comprehensive analysis of key factors, this paper makes a systematic analysis of various key environmental factors and key competitive factors of D Culture Communication Company. Holding and enlarging the core business development advantages of the company's brand advantages puts forward the strategy of centralized diversification and vertical integration for the company's development, that is, establishing and consolidating the company's dominant position in the market competition, gradually expanding the industrial chain layout of D culture communication company's business, making full use of the company's brand advantages and resources endowment, and developing At the same time, the article also proposes to build four key support systems for the implementation of the security strategy, and uses the Balanced Scorecard to track and control the implementation effect of the strategy from the perspective of comprehensive performance evaluation.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124

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