凤凰传媒的发展战略设计分析 毕业论文.docxVIP

摘 要近年来，随着新兴媒体的崛起、国家管制的放开、国际巨头的渗透，面对竞争日益复杂激烈的中国传媒市场，中国传媒企业要想在经济大环境不景气的背景下，抓住机会、实现蜕变，让企业在新一轮竞争中立于不败之地，如何拓展企业未来发展空间，根据自特点设计并实施合适的发展战略，是其竞争成败的关键。凤凰传媒集团作为中国传媒业的龙头企业，在传媒业转型的关键时期积极探索、敢于创新，通过加速转型升级、积极完善产业布局，实现了营业额持续高速健康增长，其发展战略值得研究。本文在阅读大量文献，搜集权威数据的基础上，通过PEST分析，了解凤凰传媒所处的政治、经济、社会、技术等外部环境；通过SWOT分析，从内部剖析凤凰传媒竞争优势、劣势以及面临的机会和威胁；通过“波特五力”模型分析凤凰传媒，从五个方面分析凤凰传媒面临的竞争形势。最后综合分析，总结了凤凰传媒发展战略目标、定位以及规划。关键词：传媒业；凤凰传媒；发展战略ABSTRACT In recent years, with the rise of new media, national regulatory easing, international giants penetrate, faced with fierce competition in an increasingly complex media market in China,Chinese media companies want to succeed in the context of sluggish economic environment,seize the opportunity, achieve transformation, so that enterprises in an invincible position in the new round of competition, how to expand the companys future development space, design and implement sound development strategies based on the characteristics of self, it is the key to competitive success. Phoenix Media Group, as the Chinese media industrys leading enterprises, actively explore the media industry in the critical period of transition, innovation, by accelerating the transformation and upgrading, and actively improve industrial layout, achieved a turnover of sustained rapid and healthy growth, its development strategy is worth studying. In this paper, after reading a lot of literature, collecting data on the basis of the authority. By PEST analysis, to understand the Phoenix media in which the political, economic, social, technological and other external environment; through SWOT analysis, analysis of the competitive advantage of Phoenix Media, weaknesses, opportunities and threats from the inside; analyzed Phoenix Media by Porter Five Forces Model, Phoenix Media Analysis facing competition from five aspects of the situation. Finally, a comprehensive analysis, summarizes the Phoenix Media’s development of strategic objectives, positioning and planning.Key words: Media Industry; Phoenix M