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论文编号：	2934
作者编号：	2220091825
上传时间：	2011/3/24 15:56:38
中文题目：	潍坊日报社竞争战略选择与实施
英文题目：	Weifang Daily selection and implementation of
指导老师：	王迎军
中文关键字：	关键词： 潍坊报业 差异化 竞争战略
英文关键字：	Key words: Weifang Newspaper Company； Differentiation； Competitive Strategy
中文摘要：	摘要 市场竞争的加剧主要表现在：一方面传统报业增长乏力；另一方面是以互联网为代表的新媒体迅速崛起。这就使得报业面临着更加紧迫的内外部环境。进入新世纪以来，报业市场在经历了几年的磨练后，行业的同质和异质竞争给企业市场竞争战略带来了严峻的挑战。 由于报业市场竞争特有的竞争特点，潍坊日报社作为当地报业市场的主导提供商，在新的市场环境下，面临着前所未有的市场竞争压力。如何正确评估竞争对手和自身在市场竞争中的地位，并根据变化了的市场要求，采取有效的市场竞争战略赢得持续的竞争优势，是摆在公司面前的严峻问题。 本文研究方法主要是通过相关理论的分析和应用，结合现实寻求适用于潍坊日报社的市场竞争战略。主要运用了迈克尔波特的竞争战略理论，提出潍坊日报社实施差异化竞争战略的方法、步骤和具体措施。本研究由六部分组成： 绪论部分，介绍本论文研究背景、意义，研究的主要内容和方法及论文框架。相关理论回顾部分，主要进行理论分析，通过对竞争战略理论的回顾，为潍坊日报社市场竞争战略研究奠定理论基础和实践指导原则。潍坊报业发展现状及竞争环境分析部分，主要是通过对潍坊报业市场竞争现状的剖析，进一步明确潍坊日报社目前面临的问题；并进行环境分析，通过运用五力模型对市场竞争结构进行分析，确定潍坊日报社在市场竞争格局中的地位。潍坊日报社SWOT分析及市场竞争战略选择与定位部分，主要是通过SWOT分析，明确潍坊日报社面临的优势、劣势、机遇和挑战，由此确定潍坊日报社的差异化竞争战略定位。潍坊日报社差异化竞争战略的实施路径部分，主要是依据价值链理论进行策略分析，从人才和技术支撑系统角度提出潍坊日报社实施差异化战略所必备的基础条件；阐述潍坊日报社实施服务和产品差异化战略的具体措施。最后，在全文研究的基础上，得出主要研究结论，并指出如何优化潍坊日报社所实施的差异化市场竞争战略，以保持其核心竞争力。
英文摘要：	Abstract Increasingly fierce market competition of newspaper enterprises is reflected by this two sides. On one hand, the traditional presses grow slowly; on the other hand, the new media represented by the internet keeps at a high level speed of growing, which make the newspaper enterprises face with more complex internal and external environment. Since entering the new century, the sector's homogeneous and heterogeneous competition had brought severe challenge to the enterprise market competitive strategy after several years of operation. For the unique characteristics of competition, Weifang Newspaper Company, as the major local operator in newspaper market, is confronted with unprecedented market competitive pressure in a new market environment. It is a serious issue for J Weifang Newspaper Company on how to give correct evaluation for its rivalry and self position in market competition, and on how to take effective competitive marketing strategy in order to achieve sustainable dominant position. The study method of this paper is mostly based on analysis and application of related theories and combines facts to seek suitable competitive marketing strategy for Weifang Newspaper Company. This paper mainly applies Michael Porter Five competitive forces in sector competitive structure analysis and basic competitive strategy theory. Then under the guidance of Michael Porter's differentiation competitive strategy theory, the paper brings up the methods, procedures, and specific measures for Weifang Newspaper Company in carrying out the differentiation competitive strategy. The paper consists of six parts: Chapter One is the introduction, which introduces the paper's background and meaning, and main content and methods, the framework and structure. Chapter Two retrospection of the relative theories and mainly is about theoretical analysis. Through retrospection of the competitive strategy theory, the paper lays the theoretical foundation and provides practical instruction principle of Weifang Newspaper Company market competitive strategy research. Chapter Three is to analyze the current market competitive situation for Weifang Newspaper Company, and mainly focuses on analysis of current situation. Based on analysis of the current market competitive situation and competitive strategy issues, the paper further clears out the present problems that Weifang Newspaper Company is facing. Then Chapter Three is also the localization for Weifang Newspaper Company market competitive, and mainly about the environment analysis. Chapter Four is mainly tell us the SWOT analysis of the Weifang Newspaper Company and how to make the right choice for the Company. This part establishes the position in market competitive structure for Weifang Newspaper Company by analyzing the market competitive structure based on the Five forces mode; and makes clear the advantages and disadvantages, opportunity and challenge that Weifang Newspaper Company is facing by SWOT analysis. Based on this analysis, this chapter brings up the differentiation competitive selection. Chapter Five is the implementation of Weifang Newspaper Company differentiation competitive strategy, and mainly about strategy analysis. Based on the value chain theory, this chapter brings up the basic conditions for Weifang Newspaper Company to implement differentiation strategy from the talent and technical support system perspective, and sets forth the concrete measures for C Weifang Newspaper Company implementation of service and products differentiation strategy. Chapter Six is the conclusion. Based on the research, we can get the main conclusion of the study, and point out that how to make the differentiation strategy keep working well, so that the Weifang Newspaper Company can maintain their core competitiveness.
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