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在激烈的市场竞争和媒介管理改革的不断创新中,中国传媒业进入战略管理的新时期。各大传媒集团纷纷通过战略管理升级实现自身的发展壮大。在此以华商传媒集团为例,采用个案研究、文献调查等研究方法,通过对影响集团发展的内外部环境、不同发展阶段的战略制定实施的分析,结合科学的媒介战略管理理论,论证了一个成功的现代传媒集团战略管理框架并提出了未来传媒集团可供借鉴的发展战略构想。
In the fierce market competition and constant innovation in media management reform, the media industry in China has entered a new era of strategic management. Major media groups have adopted their strategic management to upgrade their own development and growth. Taking Huashang Media Group as an example, this article uses case studies and literature surveys and other research methods. Through the analysis of the internal and external environment affecting the development of the Group, the formulation and implementation of strategies in different stages of development and the scientific media strategic management theory, The successful strategic management framework of the modern media group and proposed the development strategy conception that the media group can learn from in the future.