联系我们

论文查询结果	返回搜索

论文编号：	3969
作者编号：	2120092758
上传时间：	2011/12/22 10:09:35
中文题目：	户外广告特许经营战略研究
英文题目：	Research on Operating Strategies of Outdoor Advertising Franchise—Example Of Tian Jin Urban Resources Company
指导老师：	韩德昌
中文关键字：	经营战略，特许经营，户外广告，天津城市资源公司
英文关键字：	Operating Strategies,Franchise,Outdoor Advertising,Tian Jin Urban Resources Company
中文摘要：	改革开放以来，随着国门渐开，中国经济呈现出飞速发展的态势，城市化进程日新月异。1990年以来,科学技术的发展加快了全球经济发展的进程,全球经济和社会的转变也日趋呈现。伴随国际经济和社会竞争的逐渐升温,城市在国际间经济活动中正变得越来越重要。城市基础设施建设作为城市化进程最重要的硬件标志，正日益被国内外各界广泛关注。 2008年以来，借助奥运经济的持续升温和十一五计划的推动作用，城市基础设施建设又被纳入城市发展规划最核心问题，提到了首要的位置。为了解决建设资金融资问题，国内开始引入特许经营模式。作为基础设施附属产物的户外广告的特许经营也由此应运而生。本文以天津城市资源公司为例，城市资源公司成立于2005年末，目前，户外广告特许经营是其主营业务板块之一。该公司隶属于某基础设施建设投资公司，公司以充分利用城市资源，服务天津各项基础设施建设发展为宗旨和中心目标，以城市空间资源、加油加气站资源、基础设施商业冠名资源等的经营为核心业务，利用政府授予的特许经营权经营城市建设资产，盘活及运营授权范围内的城建资产，秉承着市场化运作和企业化管理的原则，最大限度地挖掘城市资源的价值，以经营城市的理念运作经营，实现国有资产增值和保值。本文就户外广告特许经营产生的背景、生存的环境、发展中存在的问题，通过SWOT分析对其自身的优势劣势、适合的发展战略选择进行了详细的阐述，特别指出了创新战略、产品战略、以及产业链延伸战略等战略方式，旨在为户外广告特许经营这一新兴的商业运营尝试提供一整套适合其发展，并具有一定科学性、专业性、前瞻性的整体战略发展规划，最终目的是实现其在最短时间内最大化市场占有率，降低成本，提升经营收益，树立品牌形象，形成规模化、产业化经营的模式。
英文摘要：	With the continuous and rapid development of China’s economy, the urbanization processing shows great changes and important development. Since the 1990s, science and technology are forging ahead and bringing about changes day after day, it makes rapid strides in the course of economics globalization. The decision plans and the time and space concept of global economics technology and social activities are making a deep going change with the international competitions of economics and technology in nations. Urban is becoming more and more important in the international economic. Urban infrastructure construction is increasingly being more and more wide attention in the world. Since 2008, with the help of Olympic economy, China's economy continued to growing up and Eleven-Five programs boost urban infrastructure construction has been incorporated into the core problems of urban development planning, referring to the primary location. To address the construction funds for financing, China started introducing BOT franchise mode. As subsidiary products of infrastructure, the outdoor advertising franchise came into being. The city resources company as an example, which was established in late 2005, at present, the outdoor advertising franchise is one of the main business section. The company is part of the infrastructure construction investment company, in order to make full use of city resources, service Tianjin infrastructure construction and development for the purpose and aim to the city space, infrastructure for gas station business named resource management as the core business, the government granted the franchise operators city construction asset, dish vivid and operation authorized within the scope of urban assets, uphold the operation of the market and enterprise management principle, maximize the value of city resources, with the concept of management city operation, realize state-owned asset rise in value and value. This paper on outdoor advertising franchise produced of background, and survival of environment, and development in existing problems. Through SWOT analysis on its advantage and disadvantage, and the statement of development strategy selecting for has more of elaborated, special pointed out that the innovation strategy, products strategy, industry chain extends strategy, strategy way, aimed at for outdoor advertising franchise this a emerging of commercial operations attempts to provides set for its development, and has must scientific, and professional problem, and prospect problem of overall strategy development planning. The ultimate goal is to achieve its maximizing market share in the shortest time, reduce costs, improve operating income, establish a brand presence, forming large-scale, industrialized management model.
查看全文：	预览  下载(下载需要进行登录)