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论文编号：	13431
作者编号：	2320190509
上传时间：	2022/6/16 9:21:11
中文题目：	HHTV公司新媒体业务竞争战略研究
英文题目：	Research on new media business competition strategy of HHTV company
指导老师：	卿志琼
中文关键字：	新媒体；全媒体；竞争战略；价值链
英文关键字：	Traditional media；All media；Competitive strategy；Value chain
中文摘要：	从传统媒体，到互联网媒体平台，到新媒体，再到全媒体，每一次媒体格局的改变都源起于科技的进步。随着通讯技术的发展，信息的传播途径越来越多，人们对信息的需求也在不断地进化和升级。加之疫情的影响，人们被迫极限地使用互联网，更推动了越来越多的人接触新媒体，甚至加入新媒体的行列。随着移动互联网时代的到来，媒体产业整体格局再起新变化，海量的信息使人们的注意力被严重分散，时间越来越碎片化。同时，大众获取信息的习惯已然发生改变，传统媒体逐渐失去了主流媒体的市场主导地位，媒介的权力快速迁移。近年来，国家相继出台多项政策，鼓励和支持传统主流媒体与新媒体融合发展，传统媒体纷纷开始布局新媒体业务，但总体收效甚微。HHTV作为传统媒体企业，同样受到了极大的冲击，市场生存空间不断被压缩，拓展新媒体业务，打造新媒体平台迫在眉睫。 本文主要对HHTV公司在移动互联网时代背景下面临的挑战和机遇进行战略分析，从媒体产业的发展历程与现状，HHTV内外部环境，价值链构成，未来趋势研判及应对等方面进行分析，以竞争战略为主线，结合多种战略，采用文献研究、案例分析、问卷调查分析、比较分析等途径，深入探讨HHTV公司的新媒体业务竞争战略问题，明确提出应在新媒体业务重点布局和发力的观点，并给出了具体的竞争战略方案，提出了HHTV公司新媒体业务应采取集中差异化的战略方针，打造城市新型主流媒体。 论文把战略管理相关理论应用到HHTV公司的新媒体业务竞争战略中，具有一定的理论应用创新价值。通过对多种战略理论的创造性配合使用，立足企业本身，更加深入地剖析产业趋势、企业现状、人才建设等方方面面的内容，给出切实可行的竞争战略方案与措施。论文研究对HHTV新媒体业务战略制定与实施具有一定的指导作用，对于相关企业的战略管理具有一定的参考价值。
英文摘要：	From traditional media, to Internet media platform, to new media, and then to all media, every change in media pattern stems from the progress of science and technology. With the development of communication technology, there are more and more ways of information transmission, and people's demand for information is constantly evolving and upgrading. Coupled with the impact of the epidemic, people are forced to use the Internet to the limit, which has promoted more and more people to contact and even join the ranks of new media. With the advent of the mobile Internet era, the overall pattern of the media industry has undergone new changes. The massive amount of information has seriously distracted people's attention, and time is becoming more and more fragmented. At the same time, the public's habit of obtaining information has changed, the traditional media has gradually lost the market leading position of the mainstream media, and the power of the media has shifted rapidly. In recent years, the state has successively issued a number of policies to encourage and support the integrated development of traditional mainstream media and new media. Traditional media have begun to layout new media business, but the overall effect is very little. As a traditional media enterprise, HHTV has also been greatly impacted, and the market living space has been continuously compressed. It is urgent to expand new media business and build a new media platform. This thesis mainly makes a strategic analysis on the challenges and opportunities faced by HHTV under the background of the mobile Internet era, from the development process and current situation of the media industry, the internal and external environment of HHTV, the composition of the value chain, the research and judgment of future trends and countermeasures, taking the competitive strategy as the main line, combined with a variety of strategies, using literature research, case analysis, questionnaire analysis and other ways, This paper deeply discusses the competitive strategy of HHTV's new media business, clearly puts forward the viewpoint that it should focus on the layout and strength of new media business, gives the specific competitive strategy scheme, and puts forward that HHTV's new media business should adopt the strategic policy of centralization and differentiation to create a new urban mainstream media. This thesis applies the relevant theories of strategic management to the new media business competitive strategy of HHTV company, which has a certain theoretical application innovation value. Through the creative and cooperative use of various strategic theories, based on the enterprise itself, more in-depth analysis of industrial trends, enterprise status, talent construction and other aspects, and give practical and feasible competitive strategic plans and measures. The paper has certain reference value for HHTV business strategy formulation and implementation.
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