我们以往评价一个媒介集团,通常以赢利多少作为唯一的标准。比如谈论某报业集团,往往只是注意其一年的利润是多少。某些媒介集团在人们的印象中,应当是利润大户,但是突然间,利润大户却变成了亏损户。一般情况下,我们认为这是投资失误造成的,但是主要原因极有可能是长期忽视对自身业务组合的考核和对战略目标的考虑造成的。一个集团只有在科学地评估业务组合的基础上才能正确地制定订长战略,决定哪些业务应该增加投资,哪些业务应当减少以及哪些应当停止投资。在下文中,笔者将引进市场营 We used to evaluate a media group, usually the number of profit as the only standard. For example, talk about a newspaper group, often just pay attention to how much their profits a year. Some media groups in the people’s minds, should be a big profit, but suddenly, the big profit has become a loss-making households. Under normal circumstances, we think this is caused by investment mistakes, but the main reason is most likely to ignore long-term assessment of their own business portfolio and the consideration of strategic objectives. Only by scientifically evaluating a business portfolio can a group formulate a long-term strategy, decide which businesses should invest more, which businesses should be less and which should stop investing. In the following, I will introduce the market