酒泉阳关杂志社有限公司发展战略研究

发布时间：2018-02-28 11:05

  本文关键词： 北方作家 发展战略 差异化战略 实施与控制　出处：《兰州大学》2017年硕士论文　论文类型：学位论文

【摘要】：改革开放30年,中国的政治、文化、经济各个领域都为期刊行业的发展提供了强大的基础。2012-2013年间迎来了期刊行业的高速发展阶段。可是到2015年,期刊发展速度开始快速下降。根据数据统计,到2015年末,国家共有10014种期刊,这些期刊中真正活跃于市场的不足3%。究其原因,主要有几个方面:一是,与国外版权合作的大量高档期刊已经吃掉了期刊市场的绝大部分高端用户,优质客户留给其他期刊的相对较少;二是,期刊经费的不足直接影响了期刊的发展;三是,用户阅读习惯的改变,对期刊的发展具有极大的威胁。四是,发行渠道的不健全、不规范、手段落后是制约期刊流通市场发展的主要症结。这些原因使得期刊行业在发展中步履艰难。严峻的行业发展形势,把期刊行业推向了改革的十字路口。为加快国家文化体制改革,国家提出了文化产业与企业相融合的发展思路,2012年酒泉阳关杂志社有限公司在这波国家文化体制改革的浪潮中,和酒泉奥凯投资控股有限公司进行了融合。注入资金活力的酒泉阳关杂志社有限公司,从一定程度上缓解了资金困境。但由于酒泉奥凯投资控股有限公司是建立在农业机械生产配套上的投资公司,公司的经营目标和发展方向均在机械制造行业领域中,对文化领域极其陌生,根本无法对其进行有效的管理。导致杂志社在很长的一个阶段,处在无序管理中,当整个行业大幅下滑时,杂志社仅能通过奥凯投资控股公司的资金输血而勉强存活。2015年国务院总理李克强在政府工作报告提出“一带一路”是中国未来经济发展的“三个支撑带”之一,这对地处“一带一路”核心地带的酒泉阳关杂志社有限公司带来了巨大的发展的机会。而国家在《十三五纲要》首次提出未来5年文化产业将成为国民经济支柱性产业,这对文化产业的发展具有积极的指导性。宣传作为国家软实力的体现,受众在哪里,哪里就是阵地。随着移动互联网在全球的快速发展,以数字出版为主体的新媒体成了受众关注的重点,成了国家宣传的主要阵地。如何借助国家对“一带一路”产业政策的扶持,及“十三五”文化产业政策,利用新媒体,以积极创新的态度,大力推动阳关杂志社在甘肃文化产业的发展,在甘肃文化产业的大蛋糕中分一杯羹,是阳关杂志社面临的问题。本文以酒泉阳关杂志社有限公司为研究对象,通过运用战略管理理论和方法,结合杂志社实际运行情况,首先通过使用PEST分析方法,对阳关公司的外部环境进行分析,从而发现外部环境对阳关公司带来的机会和威胁;然后运用波特五力模型和CPM矩阵分析,对行业的吸引力以及本企业的竞争决策有深刻的影响的五种力量进行分析,了解公司的竞争环境态势;其次运用SWOT分析法、外部因素评价矩阵、内部因素评价矩阵进行企业战略制定;最后对阳关杂志社总体紧缩的差异化战略实施进行说明。
[Abstract]:After 30 years of reform and opening up to the outside world, China's political, cultural and economic fields have provided a strong foundation for the development of the periodical industry. The period 2012-2013 ushered in the rapid development stage of the periodical industry. But in 2015, The speed of periodical development began to decline rapidly. According to statistics, by end of 2015, there were 10014 periodicals in the country, and less than 3 of them were really active in the market. The main reasons are as follows: first, A large number of high-grade periodicals cooperating with foreign copyright have eaten up most of the high-end users of the periodical market, leaving relatively few high-quality clients to other periodicals; second, the lack of periodical funds directly affects the development of periodicals; third, The change of users' reading habits poses a great threat to the development of periodicals. The backwardness of means is the main sticking point of restricting the development of periodical circulation market. In order to speed up the reform of the national cultural system, the state put forward the development idea of the integration of cultural industry and enterprises. In 2012, Jiuquan Yangguan Magazine Co., Ltd. was in the wave of the reform of the national cultural system. And Jiuquan Okai Investment holding Co., Ltd., a company that injects funds into Jiuquan Yangguan Magazine Co., Ltd. To some extent, however, Jiuquan Okai Investment Holdings Co., Ltd. is an investment company established in the production of agricultural machinery, and its business objectives and development direction are both in the field of machinery manufacturing industry. The cultural field is too unfamiliar to be managed effectively. As a result, the magazine is in disorderly management for a long time, when the whole industry falls sharply. The magazine can barely survive through a transfusion of funds from Okai Investment holding Company. In 2015, Premier Li Keqiang of the State Council stated in a government work report that "Belt and Road" is one of the "three supporting bands" for China's future economic development. This brings tremendous opportunities for the development of Jiuquan Yangguan Magazine Co., Ltd., which is located in the heart of Belt and Road. In the 13th Five-Year Plan, the state first proposed that the cultural industry will become a pillar industry of the national economy in the next five years. This is a positive guide to the development of the cultural industry. As a reflection of the country's soft power, publicity is where and where the audience is. With the rapid development of the mobile Internet in the world, The new media with digital publishing as the main body has become the focus of the audience's attention and the main position of national propaganda. How to use the new media with the help of the state's support for Belt and Road's industrial policy and the 13th Five-Year Plan's cultural industrial policy, With a positive and innovative attitude, we will vigorously promote the development of Yangguan magazine in Gansu's cultural industry, and share a piece of the cake in Gansu's cultural industry. This paper takes Jiuquan Yangguan Magazine Co., Ltd. as the research object, through the use of strategic management theory and method, combined with the actual operation of the magazine, first through the use of PEST analysis method, This paper analyzes the external environment of Yangguan Company, and finds out the opportunities and threats that the external environment brings to Yangguan Company, and then uses Porter's five-force model and CPM matrix analysis. This paper analyzes the five kinds of forces which have profound influence on the attraction of the industry and the competitive decision of the enterprise, and understands the competitive environment situation of the company. Secondly, it uses the SWOT analysis method, the external factor evaluation matrix, The internal factor evaluation matrix is used to formulate the enterprise strategy, and finally, the implementation of the differential strategy of the overall contraction of Yangguan magazine is explained.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.22-F
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本文编号：1547029