联系我们

论文查询结果	返回搜索

论文编号：	11566
作者编号：	2120172983
上传时间：	2020/4/21 11:18:27
中文题目：	面向战略转型的传统报业竞争情报分析模型研究
英文题目：	Study on competitive intelligence analysis model of strategic transformation of traditional newspaper industry--- A case of Yangzhou evening news
指导老师：	王知津教授
中文关键字：	传统报业；竞争情报；九力分析；战略转型
英文关键字：	Traditional Newspaper; Competitive Intelligence; Nine-force Analysis; Strategic Transformation
中文摘要：	随着数字化经济的不断发展，传统报纸行业在发展了100多年之后，开始出现了逐渐衰退的迹象。再加上基于移动互联网发展的新媒体产业的崛起大大挤压了传统报业的市场份额，传统报业迫切需要进行战略转型。本文立足于竞争情报的分析视角，综合采用半结构化访谈、问卷调研法等定性方法，以及统计分析法、模型分析法等定量方法，对传统报业战略转型的影响要素进行深入研究。企业竞争情报的研究流程往往包含竞争情报的收集、加工、分析产出三个大的流程。有关竞争情报的加工部分，本文选取九力竞争力分析模型对收集后的情报要素进行细分，之后通过收集到的情报对竞争对手进行识别；之后在竞争情报分析产出流程中对传统报业的竞争态势进行分析，得出适宜的战略性转型结论。在模型搭建完毕后，选取一个传统报业中的典型个例-扬州晚报对模型进行验证。本文认为，影响传统报业转型的细分要素应当是动态性的，包含品牌、产品、营销、研发、制造五个外在动态竞争力和资源、整合、执行、决策四个内在动态力。其中经营范围、特色栏目、多平台业务、网页端web业务、移动端APP业务、产品建设规划是否多元、内容质量、纸刊定价、政府人力资金等各项资源、报业决策者素质、报业决策目标、报业决策情势、明确的部门分工调度、对于内部资源的整合、自身对未来清晰明确的定位都与传统报业能否成功转型显著相关。但是各家媒体的优势、劣势、机会、风险都不尽相同，因此针对具体报业进行具体分析。其中对于选取的传统报业个例扬州晚报的分析，本文得到的转型战略包括：对内容进行转型，做特色的本地化泛媒体内容提供商（进行定制化内容生产、加强官微、官博等媒体账号的运营，扩大品牌网络影响力、进行视频、直播等低成本新媒体生产的试验）；经营转型：内部整合革新，抢占互联网广告份额（组织架构与管理结构更新、在数字化经济时代，进行营销整合、将原生广告及效果广告与传统广告结合）；产业转型：集合政府深度合作，深入区域多元化市场发展（专注扬州市本地刚需市场、集中文化产业，政企合作等。
英文摘要：	Due to the strong impact of emerging Internet newspaper, the good development pattern of traditional newspaper for more than one hundred years has come to an end, and gradually entered a declining period. With the rapid rise of new newspaper based on mobile Internet, traditional newspaper is in urgent need of strategic transformation. Based on the perspective of competitive intelligence analysis, this paper conducts an in-depth study on the influencing factors of the strategic transformation of traditional newspapers by adopting qualitative methods such as semi-structured interview and questionnaire survey, as well as quantitative methods such as statistical analysis and model analysis. The research process of competitive intelligence usually includes three major processes: collection, processing and analysis of competitive intelligence. Regarding the processing of competitive intelligence, this paper selects the nine-force competitiveness analysis model to subdivide the collected intelligence elements, and then identifies the competitors through the collected intelligence. After that, the competitive situation of traditional newspaper industry is analyzed in the process of competitive intelligence analysis and the appropriate conclusion of strategic transformation is drawn. After the model is built, a typical case in traditional newspaper industry - yangzhou evening news is selected to verify the model. This paper holds that the subdivision factors influencing the transformation of traditional newspaper industry should be dynamic, including five external dynamic competitive forces of brand, product, marketing, r&d and manufacturing, and four internal dynamic forces of resources, integration, execution and decision-making. The scope of business, special columns, multi-platform, web backend web business, mobile APP, product construction planning is multivariate, content quality, paper publication human capital resources, such as pricing, government newspaper, newspaper decision-making target, policymakers quality newspapers, clear department division of labor dispatching decision-making situation, for the integration of internal resources, its clear positioning for the future are associated with a significant transformation of the success of traditional newspapers. However, the advantages, disadvantages, opportunities and risks of various media are not the same, so specific analysis is made for specific newspapers. Due to the selection of the traditional newspaper case of yangzhou evening news analysis, this paper get the transformation of the strategy include: the transformation of the content, characteristic of local extensive newspaper content providers (customized content production, strengthen the officer and other newspaper account operations, expand the brand influence, network video, broadcast and other low cost new newspaper production test); Business transformation: internal integration and innovation, seize the share of Internet advertising (update the organizational structure and management structure, conduct marketing integration in the era of digital economy, combine native advertising and effect advertising with traditional advertising); Industrial transformation: gather the deep cooperation of the government, go deep into the development of regional diversified market (focus on the local demand market of yangzhou, concentrate on cultural industry, seek diversified development of government-enterprise cooperation and strengthen the regional cooperative commodity brand) and some others.
查看全文：	预览  下载(下载需要进行登录)