联系我们

论文查询结果	返回搜索

论文编号：	8614
作者编号：	2220132340
上传时间：	2016/11/29 10:34:41
中文题目：	文物数字化背景下北京伟平广告公司业务转型策略研究
英文题目：	Research on the Business Transformation Strategy of Beijing Weiping Advertising Company: Under the Background of Digital Heritage
指导老师：	申光龍
中文关键字：	文物数字化 业务转型 广告 利益相关者 战略选择
英文关键字：	Digital heritage; Business transformation; Advertisement; Stakeholder; Strategic alternatives
中文摘要：	伴随着物质生活水平的不断提高，人们对精神世界的满足需求也日益增加。文化产业成为当今发展最迅猛的行业。文物作为人类宝贵的历史文化遗产，对中华民族乃至世界民族的文化的交流都起着举足轻重的作用。 同时，随着互联网的飞速发展，计算机和网络技术的广泛应用，社会信息化不断加快步伐，数字化技术飞速发展，历史文化资源的保护传承与开发利用也将数字化逐步融入其中，成为文物与博物馆保存与推广的理想途径。国内外不断进行着数字化技术资源与文物历史资源的探索与运用，文物数字化的重要作用与前景已然非常显著与广阔。 北京伟平广告公司是一家从事文物博物馆相关的广告公司，成立四年以来一直与文化、文物单位进行合作，主要服务对象是国家级、省级的博物馆、收藏较多文物的个人或组织。首先，拥有在文物保护、记录、保存以及后期再现、复原等方面，经验丰富的国家级专家做技术总监。业内口碑较好，符合文物部门“把保护好文物放在第一位”的要求。其次，拥有着国内一流的图文处理经验，有良好文物艺术品宣传、品牌推广经验。最后，公司也积极进行着文物数字化方面的业务探索与战略准备。公司在发展过程中也渐渐遇到了瓶颈，公司发展面临挑战，在文物数字化背景下积极进行战略转型，寻找可持续发展道路，是公司亟待解决的问题。 本研究在文物数字化背景下，对北京伟平广告公司文物数字化背景下战略选择进行阐述，对公司经历业务转型进行研究。结合中国博物馆或文物数字化进程与公司遇到的现实问题，引入战略变革理论，对公司未来战略选择进行分析，提出了文物数字化背景下公司实现多业务纵向整合，对于该行业依赖于国家政策环境背景下，构建围绕各利益相关者的管理体系，有效指导公司面临目前文物数字化趋势的战略转型。 通过本文的研究，得出以下主要结论： 第一，公司未来的发展主要集中在文物保护、文物宣传与推广、文物数字化三大业务板块，针对每个业务板块都制定出各自的战略选择路线，三个板块相互依托，相互促进，形成多元一体化的发展格局。 第二，为维持企业的长期发展，完成公司的战略目标，公司要分阶段实现战略目标。短期目标为突出以文物保护为重点的核心业务。中期目标为需要考虑战略合作伙伴的导入，加深业务纵向整合。长期目标为通过全面融合公司各项业务，形成公司一体多元的发展态势，在客户实力和管理效益方面凸显自己优势，并通过一体化格局扩大公司规模，提高公司的整体效益。 第三，公司根据建立主要利益相关者的管理体系加强业务优势，建立政企合作，通过与产业上游供应商合作、与技术先进企业股权合作、与行业竞争者技术合作的多种途径引入战略合作，实现一体化格局。采取融资手段，通过私募发售方式进行融资，积极与具有财务资源的适当企业接洽，增加资本金以扩大企业规模。 第四，公司在组织结构、商业模式、核心竞争力上与行业领导者之间具有一定差距。公司逐步在不同业务的拓展过程中，优化组织结构，建立战略管理制度；加强公司在财务管理、人力资源管理和资源管理，减少公司的管理成本；激发项目团队的创意，搭建独特的企业品牌和文化。 第五，公司在各方面的创新能力有限，多数技术都是依靠技术引进来解决。缺少专业复合型人才，将技术、管理、财务等各方面的知识相互联动，推动企业的创新。 本论文所提出的文物数字化背景业务转型的路径，对于指导公司未来战略选择与经营活动具有重要的参考价值，能解决本公司遇到的迫切问题，同时也为同类广告企业的未来发展提供了参考。
英文摘要：	With the continuous improvement of living standards, People’s spiritual also needs increase. Cultural industry is developing rapidly. Cultural relic as the historical and cultural heritage plays an important role in the cultural industry. With the rapid development of the Internet, network technology and digital technology is widely used in the relic’s conservation. People are engaged in exploring digital technology of cultural heritage. Digital heritage will have a bright future. Beijing Weiping Advertising Co., Ltd. is a advertising company engaged in a cultural museum-related business. The company has cooperated with the museums, culture vultures and other heritage collection agencies for about four years.Firstly, the company has experienced technical staff in the relic conservation, recording, saving reproduction, restoration, etc. Secondly, the company has a domestic first-class graphics processing experience, a good cultural and artistic promotion and a good brand promotion experience. Finally, the company is also actively engaged in exploring and implementing business strategy to prepare for the heritage digitization. Now the company encountered some problems. The company should find out the strategy and transform it to face the challenge. This thesis will research the company’s current strategy and find out the strategic transformation way under the background of digital heritage. The thesis introduces the theory of strategic change to analyze the strategy choice. Meanwhile, we will construct a management system of stakeholders to promote the development of the company’s business. Through The study of this thesis the following main conclusions are drawn: Firstly, the company's future development is mainly concentrated in heritage conservation, heritage promotion and digital heritage. Each business sector promotes each other and forms a pattern of development of multiple integration. Secondly, in order to maintain the long-term development and complete the company's strategic objectives, the company should achieve strategic objectives stage by stage. The short-term goal is to focus on the core business of heritage conservation. The medium-term goal is to introduce strategic partners to deepen business vertical integration. Long-term goal to full integration of the business, expand the size of the company and improve the whole benefit of the company. Thirdly, the company will base on the establishment of the management system of the main stakeholders to strengthen the business advantage. The company will introduce strategic cooperators including upstream suppliers, equity cooperator with advanced technology enterprises and industry technical competitors. Fourthly, companies need to optimize the organizational structure, establish a strategic management system, strengthen the company in financial management, human resource management and resource management, reduce the management cost of the company; stimulate the creativity of the project team and build a unique enterprise culture and brand. Fifthly, The company should employ the compound professional talents proficient at technology, management, finance and other aspects to drive enterprise innovation. The strategic transformation way of the company under the background of digital heritage is meaning not just for the company, but also provides reference for the similar advertising companies.
查看全文：	预览  下载(下载需要进行登录)