内蒙古广迅文化传媒公司发展战略设计

发布时间：2018-04-05 10:20

本文选题：战略管理　切入点：发展战略　出处：《内蒙古大学》2011年硕士论文

【摘要】：内蒙古广迅文化传媒有限责任公司是2011年初注册的新公司,最近几年传媒行业发展迅猛,广告资源越来越是稀缺资源,广迅传媒公司在2011年通过投资呼和浩特公交公司智能公交系统从而获取了呼和浩特公交车上的三块媒体资源的经营权,三块资源分别为车内LCD液晶电视2700台,车外LED电子显示屏1350块,公交车内有机看板8100块。三块媒体经营权的使用年限为11年。广迅文化传媒如何利用公司掌握的媒体资源,在目前各种媒体竞争激烈的环境中生存并发展,是摆在创业者面前的问题,作为创业者之一,广迅传媒面临的机遇与挑战。如何在未来的发展中立于不败之地,需要首先从战略层面上选择适合自己的发展战略,采取科学有效的措施实施自己的战略,显得尤为紧迫。本论文就本项目所面临的商业逻辑进行研究。本文首先对传媒行业的发展趋势、行业现状、发展瓶颈等宏观因素和广迅文化传媒公司的经验、资金等微观因素进行了分析,清晰的阐明了企业的外部机遇与威胁、内部优势和劣势,利用SWOT分析明确了企业所要采取的发展战略。其次本文对企业的目标客户进行了分析,利用市场细分的基本原理和步骤,对选定的细分市场进行了评估,并为之选择了合适的市场发展模式。战略制定如果没有实施就是一纸空文,为此在文章最后还为之设计了具体的战略实施控制和保障的相关措施。本研究通过专家访谈、查阅文献、调查本地及周边规模类似的首府城市传媒业发展现状,了解传媒业发展现状以及界定研究问题,建立研究架构,提出研究假设。因各方利益还未达到平衡,都只站在特定的角度,关注的大多是其中的一个侧面,本研究假设是站在企业的视角下去探究其发展问题,研究架构确定后即拟定研究设计,确定研究对象与研究方法,通过参阅相关书籍、文件、国内外相关研究文献,深入到内蒙古各传媒企业调查等方式,进行资料的收集、整理、筛检,形成初稿。针对本地传媒业发展,进行相关统计分析,并根据传媒公司发展现状分析结果,提出研究结论,做出战略选择,提出广迅传媒公司的发展战略建议。
[Abstract]:Inner Mongolia Guangxun Cultural Media Co., Ltd. is a new company registered in early 2011. In recent years, the media industry has developed rapidly, and advertising resources are becoming increasingly scarce.In 2011, Guangxun Media acquired the management rights of three media resources on the Hohhot bus by investing in the Hohhot bus company's intelligent public transport system. The three resources were 2700 LCD LCD TV sets inside the vehicle.Outside the LED electronic display 1350, the bus organic Kanban 8100.The service life of three media management rights is 11 years.How to make use of the company's media resources to survive and develop in the current environment of intense media competition is a problem facing entrepreneurs. As one of the entrepreneurs, Guangxun Media faces opportunities and challenges.How to stand in an invincible position in the future development, it is particularly urgent to choose the development strategy suitable for oneself from the strategic level first, and to take scientific and effective measures to carry out its own strategy.This paper studies the business logic faced by this project.This paper first analyzes the development trend of the media industry, the current situation of the industry, the development bottleneck and other macro factors, as well as the experience of Guangxun Cultural Media Company, capital and other micro factors, and clearly clarifies the external opportunities and threats of enterprises.Internal strengths and weaknesses, the use of SWOT analysis to identify the development strategy to be adopted.Secondly, this paper analyzes the target customers of the enterprise, and evaluates the selected subdivision market by using the basic principle and steps of market segmentation, and selects the appropriate market development model for it.If the strategy is not implemented, it is a dead letter. At the end of the article, it also designs specific measures to control and guarantee the implementation of the strategy.In this study, through expert interviews, literature review, investigation of the local and neighboring capital cities media industry development status, understand the current situation of media industry development and define research issues, establish a research framework, put forward research assumptions.Since the interests of all parties have not yet reached a balance, they are only standing in a specific angle, and most of them are concerned about one of the aspects. This study assumes that the research is based on the perspective of the enterprise to explore its development problems, and the research framework is then formulated after the establishment of the research framework.To determine the research object and research methods, through consulting relevant books, documents, domestic and foreign related research documents, in-depth investigation of various media enterprises in Inner Mongolia, data collection, collation, screening, formation of the first draft.In view of the development of the local media industry, this paper carries on the related statistical analysis, and according to the analysis result of the current situation of the development of the media company, puts forward the research conclusion, makes the strategic choice, and puts forward the development strategy suggestion of the Guangxun Media Company.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G206-F

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