曾凡斌：外传媒集团核心竞争力研究.docVIP

国外传媒集团核心竞争力研究 ---------以新闻集团、纽约时报集团、甘奈特公司三家为例 曾凡斌 内容摘要：本文对新闻集团、纽约时报集团、甘奈特公司三家国外有代表性的传媒集团进行研究。本文采用非定量描述法，也就是在国外传媒集团中先识别出资源与能力，再进行聚类分析发现各种资源与能力之间的关系，得出资源与能力的网络，并进而从而探讨如何协调以及整合各种不同的资源与能力。本文期望通过对这三家传媒集团的初步研究，给我国的传媒集团的发展带来一些启示。通过分析发现这三家传媒集团的核心竞争力有以下特征：1、核心竞争力必须根据传媒的发展历史和已有资源确立其最为核心的因素；2、核心竞争力是传媒集团的主要影响因素的有效整合；3、影响传媒集团核心竞争力的主要影响因素并非处于一个平面或同一层级的地位上，而是以最为核心的因素为中心，依次向外围扩展，分布于传媒集团各个领域之上。 Abstract:This article carries on research to three representative media groups abroad ----news group,New York Times group,Gannett company. It adopts qualitative description method, in more specific terms, first identifies resources and abilities among overseas media groups , and then finds out the relationship in the resources and abilities by gathering and analyzing, gets the network of the resources and abilities, and inquiries into how to moderate and integrate the various resourceses and abilities last.The purpose of this article is to gave us a few sidelights on the development of media group in our country through initial research on these three media groups. By analyzing, the following three characteristics of core competency in the three media groups are discovered :First, major factors of core competency must be established according to the development history of media and existing resources. Second, core competency is the valid integration of main modifying factors of media group. Third, the main modifying factors do not lie in one plane or the same layer, but occur in all the fields of media group by regarding the most important factor as the center of them and expanding outwardly one after another. 关键词：国外传媒 传媒集团 核心竞争力 keywords: overseas media； media groups； core competency 一、序言 2005年报业出现“拐点”现象时，很多老总见面时，相互调侃所说的一句话是“报业还能活得多久？”，而不是以往的常挂嘴边的“做大做强”，这就一个侧面反映出，报业的可持续发展已经成为业界人士关注的首要问题，它也反映出报业老总们对行业发展前景的忧虑。 过去，报业是粗放型发展，而报业现在要想获得可得可持续发展，则必须走集约型发展的道路。换句话说，报业在考虑做大做强的同时，必须有长远打算，使报业获得可持续的发展。而核心竞争力理论恰恰是专门探讨基业长青及企业的可持续发展问题，于是，核心竞争力理论一经引进就受到广泛关注和众多企业界人士的追捧并成为理论界、学界研究探讨的热点问题。 “核心竞争力”(Ｃｏｒｅ Ｃ