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论文编号：	8842
作者编号：	2120142768
上传时间：	2016/12/9 6:22:38
中文题目：	天津邮政文化传媒业商业模式研究
英文题目：	Research on the Business Model of Tianjin Postal Culture Media Industry
指导老师：	马连福
中文关键字：	邮政文化传媒;新媒体;传统媒体;融合发展;商业模式
英文关键字：	postal culture media; new media; traditional media; development ;business model
中文摘要：	随着移动互联网时代的全覆盖，邮政作为传统企业进入了发展瓶颈期，又伴随新媒体技术的来袭，身兼传统媒体一责的邮政不得不改革创新，转型发展。函件、集邮、报刊三大版块业务作为邮政“一体两翼”战略规划中的主体部分，正在经历着整合重组，并被定义为“邮政文化传媒业”。新的邮媒如何认知当前快速发展的全媒体时代，如何认清当前自身发展的优劣势资源，如何建立符合时代要求的创新型商业模式是当前发展必须提上研究日程的课题。首先，本文结合战略管理理论、营销管理等相关理论知识，从邮政企业背景、经营现状出发，概括了企业支撑服务体系和产品体系，明确了客户细分等现行商业模式涉及的六个主要模块。其次，通过内外部环境分析，借鉴PEST模型、SWOT模型,五力模型挖掘出邮政文化传媒业面临的问题及挑战，描绘出未来发展的趋势与方向，当然也意识到新媒体正在以裂变的速度侵蚀传统媒体所占有的领域，邮政内部正全面改革，适应市场需求，三版块的融合任重道艰，亟需创新型商业模式来打造邮政文化传媒品牌。最后，按照融合发展思路，提出邮政文化传媒业朝着融媒体商业模式进军的举措，包括平台、大传媒产业、价值链创新、免费和长尾等多种商业模式，并且，从多角度提供符合市场发展规律，紧贴用邮实际的具体战略及保障措施。
英文摘要：	With the full coverage of the mobile Internet era, the traditional postal enterprises goes into the bottleneck period, and with the coming of new media technology, The postal media as a traditional media must be reforming and innovating, and have to development with transformation. The business letter, collecting stamps, newspaper as three sections belong to postal business main body part of strategic planning which means “ one body two wings”. They are going to be an integration and restructuring, and defined as “postal culture media industry”. How the new postal media recognizes the current rapid development of the media era, how to identify the advantages and disadvantages about the current development of resources, how to establish an innovative business model that conforms to the requirements of the era, These are must be putted on the research agenda of the project at the current development . First of all,combining the theory of strategic management, marketing management, and other relevant theoretical knowledge, it describes the postal business background and present situation in this paper at first, and then summarizes the enterprise support services system and product system, and also has been clear about the current business model which involves six core elements, like the customer segmentation, etc. Secondly, through the analysis of the internal and external environment, using PEST model, SWOT model, the model of five forces is in order to excavate some problems and challenges of postal cultural media industry, and to describe the future development trends and direction, of course, we also should be realize that the areas of the traditional media which had occupied is eroding the new media at the rate of fission. The postal internal office are reforming comprehensively, so that adapt to the demand of market. the fusion of three section will experience a long way, and needs to be an innovative business model to build the postal culture media brand. Finally, according to the development ideas of integration, the article puts forward postal culture media industry towards into integrating media business model , including the platform, the media industry, value chain innovation, free and long tail, and other business models, at the same time, it provides concrete strategy and safeguard measures which conform to the market law of development and close to the mail actual from various angles.
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