联系我们

论文查询结果	返回搜索

论文编号：	9948
作者编号：	2220160598
上传时间：	2018/6/1 14:32:24
中文题目：	南通JD公司经营策略与实施研究
英文题目：	Research on the management strategy and implementation of Nantong JD company
指导老师：	赵伟
中文关键字：	新媒体；经营战略；策略实施；南通市场
英文关键字：	New Media；Operation Strategy；Implementation of Strategy；Nantong Market
中文摘要：	作为传播信息的媒介，媒体是历史文化发展和人类科学进步的必然结果，它的改革与发展，与人类文明和科技的发展进步息息相关。在新时代的背景下，随着生活科技以及人们对于信息的需求瞬息万变，衍生出新的媒体以不同的形式出现在人们的视野中。新媒体涵盖了所有数字化的媒体形式，是继报刊、广播、电视之后发展起来的、并与传统大众媒体并存，在人类社会生活中扮演者举足轻重的作用，新媒体的发展将是未来媒体发展的新趋势。从传播形态和媒体形态来看，新媒体其实就是对大众同时提供个性化的内容的媒体。相对于传统媒体而言，新媒体创新利用数字技术，通过网络渠道以及电脑、手机等终端，向用户提供信息和娱乐，目前新媒体已经充分融入人们的生产和生活。相较于传统媒体而言，新媒体传播与更新速度快、低成本全球传播、信息传播量大、内容丰富、检索便捷、多媒体传播、互动性强等无可比拟的优势，给大众更好的使用体验、视听享受，更符合人们对现代化生活的要求的特点。从特性上来看，新媒体的优势势不可挡，深入了解掌握新媒体文化，对社会与经济发展起到重大深远作用。当今的新媒体正处在高速升级发展中，理念、技术、人才的发展带给新媒体行业无限生机和可能。大数据技术在社会生产生活中广泛运用，通过采集和分析数据信息进行转换和传播，为手机APP、微博、微信等互联网新媒体端口提供大数据服务。大数据技术成为行业媒体融合的催化剂，促进新媒体产业的发展，并形成多元化格局，为传媒行业的发展提供有力的技术保障，是尤为重要的战略资产。随着新媒体的兴起和快速发展，新媒体产业逐渐成熟形成一定规模的体系，以数字技术、计算机网络技术和移动通信技术等新兴技术为依托，以网络媒体、手机媒体、互动性电视媒体、移动电视、楼宇电视等新兴媒体和新型媒体为主要载体，成为文化创意产业的重要组成部分，利用新媒体进行推广传播和品牌营销的企业应运而生。这类企业依托手机APP、微博、微信等主流新媒体平台，集咨询、策划、创意、执行、代理、传播等服务为一体，为企业或个人提供品牌营销的媒介整合推广，制定企业品牌战略的解决方案。本论文首先从政策与法律、经济、社会和技术四个方面分析新媒体产业宏观环境，分析阐述新媒体产业的成长问题和制约，总结新媒体企业成长与经营策略的共同特征，当前环境下面临的共同问题。利用SWOT分析法和PEST分析法制定出对新媒体企业有参考性意义的发展策略，从核心竞争力产品、竞争对手和目标客户分析、团队人才培养等方面制定针对性战略和实施方向。本论文研究的重点和创新是分析南通新媒体行业市场现状环境和南通本地新媒体发展经营为研究基础经验，对南通新媒体整合推广企业进行案例分析和研究，总结南通新媒体企业成长与经营的个性特征，新媒体行业发展背景下面临的机遇和挑战。本论文以南通JD广告传媒公司为代表性研究案例，从企业发展历程和规模、企业业务现状和方向、企业竞争对手和替代者、企业目标客户和潜力客户、企业渠道拓展和联盟方式、企业团队建设和人才培养计划等各个维度，分析南通JD广告传媒公司迫切性问题和发展目标方向，南通JD广告传媒公司制定针对性企业战略和实施策略。研究分析认为，面对日新月异的新媒体市场，南通新媒体行业应在学习中发展，在发展中革新，在革新中自省。南通新媒体市场终将跟随新媒体行业的潮流，顺应新媒体产品和技术发展，把握住新媒体行业发展大趋势，并结合企业自身特性和环境因素随机应对迎面而来的挑战。大数据时代下，研究分析受众的行为和轨迹，从而读懂和掌握受众的需求和兴趣，成为目前新媒体行业的风口。新媒体发展的“权杖”已经交接给年轻的受众，他们必将左右未来媒体的发展，最终迎来“人机共生，万物皆媒”的智媒时代。
英文摘要：	As the medium of disseminating information, the media is the inevitable result of the development of history and culture and the progress of human science. Its reform and development are closely related to the development and progress of human civilization and science and technology. In the context of the new era, as life technology and people's demand for information change rapidly, new media have emerged in different forms in people's horizons. The new media covers all digital media forms. It is developed after the newspapers, radio and television, coexist with the traditional mass media and plays an important role in human life. The development of the new media will be a new trend in the development of the media in the future. From the perspective of communication form and media form, new media is actually a media providing personalized content to the public. Compared with traditional media, new media uses digital technology to provide information and entertainment to users through network channels and terminals such as computers and mobile phones. At present, the new media has fully integrated into people's production and life. Compared with the traditional media, the new media has the unparalleled advantages such as fast propagation and updating speed, low cost of global communication, large amount of information dissemination, rich content, convenient retrieval, multimedia communication and strong interaction. It gives the public better use of experience and audio-visual enjoyment, which is more in line with the characteristics of people's demands for modern life. . From the point of view of characteristics, the advantages of new media are overwhelming. Understanding and mastering new media culture will play a significant and far-reaching role in social and economic development. Today's new media is undergoing rapid development and upgrading. The development of ideas, technology and talents brings new vitality to the new media industry. Large data technology is widely used in social production and life. Through collecting and analyzing data information to transform and spread, it provides large data services for mobile APP, micro-blog, WeChat and other Internet new media ports. Large data technology has become a catalyst for the integration of the industry media, promoting the development of the new media industry, forming a diversified pattern, providing powerful technical support for the development of the media industry, and is a particularly important strategic asset. With the rise and rapid development of new media, the new media industry has gradually mature into a certain scale system, relying on new technologies, such as digital technology, computer network technology and mobile communication technology, and the new media and new media, such as network media, mobile media, interactive TV media, mobile TV, building TV and other new media and new media As the main carrier, the body has become an important part of the cultural and creative industries. The enterprises that use the new media to promote dissemination and brand marketing emerge as the times require. Relying on the mainstream new media platforms such as mobile APP, micro-blog, WeChat and other mainstream media platforms, this kind of enterprise integrates services such as consulting, planning, creativity, execution, agency and communication, providing brand marketing media integration for enterprises or individuals and formulating solutions to brand strategy of enterprises. This thesis first analyzes the macro environment of the new media industry from four aspects of policy, law, economy, society and technology, analyzes and expounds the problems and constraints of the growth of the new media industry, summarizes the common characteristics of the growth and management strategy of new media enterprises, and the common questions facing the current environment. SWOT analysis and PEST analysis are used to establish a strategy for the development of new media enterprises, and formulate strategy and implementation direction from the core competitive products, competitors and target customer analysis, team personnel training and so on. The key and innovation of this paper is to analyze the basic experience of the new media industry in Nantong and the development and management of new media in Nantong, and to analyze and study the new media integration and promotion of Nantong new media enterprises, and summarize the characteristics of the growth and management of new media enterprises in Nantong, and the background of the development of new media industry. The opportunities and challenges facing them. This paper takes the JD advertising media company of Nantong as the representative case, from the development and scale of the enterprise, the current situation and direction of the business, the competitor and the substitute, the enterprise target customer and the potential customer, the enterprise channel expansion and the alliance mode, the enterprise team building and the talent training plan, and so on. Through JD advertising media company's urgent problems and development direction, Nantong JD advertising media company has formulated targeted enterprise strategy and implementation strategy. According to research and analysis, facing the ever-changing new media market, Nantong's new media industry should develop in learning, innovate in development and introspection in innovation. In the end, the new media market in Nantong will follow the trend of the new media industry, conforms to the development of new media products and technology, grasps the trend of the development of the new media industry, and combines the characteristics of the enterprise and the environmental factors to deal with the challenge at random. In the era of big data, the study and analysis of the behavior and trajectory of the audience, thus reading and grasping the needs and interests of the audience, has become the draught of the new media industry. The "sceptre" of the development of the new media has been handed over to the young audience. They will have the development of the future media, and finally usher in the age of "human - machine symbiosis, all things are all medium".
查看全文：	预览  下载(下载需要进行登录)