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论文编号：	8648
作者编号：	2120142762
上传时间：	2016/12/6 15:57:15
中文题目：	今晚传媒集团多元化产业拓展研究
英文题目：	Jinwan Media Group diversified industry development research
指导老师：	齐善鸿
中文关键字：	多元化战略；今晚传媒集团；战略转型
英文关键字：	diversification strategy；Jinwan Media Group；media transformation
中文摘要：	面对以“互联网+”为代表的第三次科技革命迅猛发展，互联网对传统媒体提出巨大挑战，很多老牌知名媒体面对变革应对无力，媒体经营业绩出现断崖式下滑。短短几年间，传媒纸媒订户流失，客户群迅速萎缩，以新闻时效性为主要优势的传统媒体迅速被短、平、快的网络媒体所取代，传统的新闻生产正在被消解。今晚传媒集团经过多年发展，目前已经成为天津市乃至全国传媒行业中的龙头企业，今晚报成为天津市家喻户晓的知名品牌。近几年，集团迅速发展多元化，实现多种经营，不断深化文化体制改革，在实力、公信力、创造力和影响力的提升方面都获得了可喜的成就；然而在发展的同时，集团也面临着一系列管理、人力、建设上的问题，在多元化产业拓展遭遇瓶颈，因此集团必须进行相应的探索，适时调整战略战术，及时为其多元化发展扫清障碍，本文正是以此为出发点进行相关研究。通过查阅和归纳整理相关书籍、期刊论文和学位论文，本文回顾了企业多元化发展战略相关理论，并在此理论知识基础上分析今晚传媒集团的多元营销战略，通过对今晚传媒集团的发展背景、现状、问题、企业业务结构进行梳理和分析，提出相应的多元化发展战略调整和转型之道。未来传媒集团的发展目标应当是建设以传媒文化经营为主业、多媒体融合、多元化发展、多品牌集聚的综合性现代传媒集团。面对报业发展的困境和危机，除了继续做好主业，把新闻内容生产做精做强以外，做好内容平台，利用报纸的公信力和品牌优势，发挥新闻专业优势，将传统媒体向媒体融合升级，积极开拓非报产业，推进多元化产业转型，与传统报业相关衍生领域进行深度合作，利用品牌知名度、媒体公信力、广告客户积淀等优势，积极推进物流派送领域、新媒体营销等其他产业多元发展。希望本文能够为今晚传媒集团的多元化发展提供参考,更为传统报业向全媒体传媒集团转型提供借鉴，虽然企业的多元化发展情况各异，但成功的理念核心是互通的。
英文摘要：	With the 3nd scientific revolution represented by “Internet+” developing in a swift and violent tempo, the Internet has posed huge challenges to the traditional media, many renowned old-media fails to respond to the revolution and the media business shows a bluff slump in its performance. Within just a few years, media print subscribers have slipped away day by day and the customer base shrunk rapidly. The traditional media that are characterized by “news timeliness” as the main competitive edge have been quickly substituted by the short, flat and fast network media. Traditional news production is being devastated. After many years of development, Jinwan Media Group now has been established as one of the leading enterprises in Tianjin and even the whole national media industry of China. And Jinwan Newspaper is listed among most popular and prominent brands for Tianjin families. In recent years, its rapid development demonstrates a momentum of diversification. The group has realized the diversifying operations, has been constantly deepening the cultural system reform and has made gratifying achievements in the reinforcement of its strength, credibility, creativity and its influence power. However, in its development process, the group is also confronted with a series of problems on its management, manpower and construction. The group encounters the bottlenecks in the expansion of diversified industries. Therefore, the group must make the exploration accordingly, rationally adjust its strategies and tactics and timely clear away the obstacles for its diversified development. This article takes this perspective as a starting point for the relevant research. By reviewing and organizing related books, journal papers and academic dissertations, this paper retrospects the theories associated with the corporate diversification development strategy, and analyzes the diversified marketing strategy for Jinwan Media Group based on the theories. The author conducted the sorting and analysis on the development background, current status, problems and enterprise business structures to propose the diversification development strategy adjustment and model transformation theories accordingly. The future development goal of Jinwan Media Group shall be to construct the comprehensive modern media group that focuses on media culture-oriented operation as its main business and combines with the multi-media integration, diversified development and multi-brand agglomeration. Confronting the dilemma and crisis of the newspaper industry development, in addition to proceed with core business for more refined and powerful news content production, the group shall build a content platform and leverage the newspaper's credibility and brand advantages to fully display the specialty advantages of journalism and upgrade the traditional media to the media integration, actively explore the non-newspaper industry and promote the diversified industry transformation. It shall conduct in-depth cooperation in the traditional newspaper industry derived domains, leverage the advantages like brand awareness, media credibility and accumulated advertisers to actively promote the development of the diversified fields such as logistics delivery, new media marketing, E-commerce, culture and education industry, real estate development and other industries. The author hopes that this paper could provide reference for the diversification development of Jinwan Media Group, and also provide feasible solutions for the attempts of the transformation from traditional newspaper industry to all media group. Although enterprises vary in their diversification development conditions, the cores of feasible ideologies are interconnected.
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