本研究将以晋江文学城为研究对象，通过对晋江文学城发展历程的梳
理，理清其发展历程及现状。进而对其经营发展战略进行分析，以期能够为
其未来发展制定发展战略和实施纲要
本研究采用文献研究法、调查研究法和对比研究法，在研究国内外战略
相关文献基础上，以迈克尔·波特的五种作用力模型分析为基础，以其他相
关的发展战略研究理论为依据，归纳整理出本研究的理论基础；在参考其他
学者竞争战略研究实践的基础上，结合晋江文学城实际发展情况，归纳出影
响其发展战略的原因及因素；通过对晋江文学城的外部环境和内部条件的客
观分析，对其发展战略进行测量与评价研究
根据研究结论，结合晋江文学城实际制定出坚守女性网络文学市场、保
持晋江文学城独有特色、通过技术和管理创新降低成本、实现多方位扩张的
发展战略，并针对发展战略的实施提出了解决对策
关键词发展战略；网络文学；晋江文学城哈尔滨理工大学工商管理硕士学位论文
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Research on the Development Strategy of
Jinjiang Literature Palace
Abstract
With the development of the national economy, the cultural industry
development is becoming faster and faster. The rapid development of information
technology and Internet Applications expedite the development of network
literature industry. In 2015, the domestic network literature market has reached 7
billion RMB, and it is expected to reach 9 billion RMB in 2016 in terms of the
overall market size. Chinese network literature industry can be seen as a high-
speed development stage industry. Jinjiang Literature Palace, as a representative
of the development of Chinese network literature website, its development
process can basically reflect the development of China&39;s network literature
industry in some degree.
This study will take Jinjiang Literature Palace as the research objective. By
sorting out the development process of Jinjiang Literature Palace, this research
could clarify its development process and status quo. Also, by analyzing its
contemporary situations inside and outside, the future development strategy and
implementation outline for further development could be made.
This dissertation adopts literature research, survey research and comparative
research method. Based on literature review of strategic researches at home and
abroad, combined with Michael Porter&39;s five force model and other related
development strategic research theories, the theoretical basis of this study is
formed. Based on the study of competition strategy researches and practices by
the experts and scholars, the factors and their structures which could influence
the development strategy of Jinjiang Literature Palace can be concluded,
combined with the situations it facing. Through the objective analysis of the
external environment and internal conditions of Jinjiang Literature Palace, the
measurement and evaluation of these strategies would be studied.哈尔滨理工大学工商管理硕士学位论文
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According to the conclusion of this study, combined with the facts and
conditions of Jinjiang Literature Palace, development strategy is made. To
conclude, Jinjiang need to stick to its positioning strategy on female network
literature market and to maintain the unique characteristics. Also, using
technology and management innovation to reduce the cost and achieving the
multi-aspect expansion. Furthermore, countermeasures are proposed to solve the
potential problems during the implementation of these development strategies.
Keywords Development strategy, Network literature, Jinjiang Literature Palace哈尔滨理工大学工商管理硕士学位论文
IV
目录
摘要....... I
Abstract .... II
第1章绪论.........1
1.1研究背景....1
1.2研究目的及意义........1
1.3国内外研究现状....2
1.3.1国外研究现状.2
1.3.2国内研究现状.4
1.3.3国内外相关研究评述..5
1.4主要研究内容及研究方法.6
1.4.1研究内容.........6
1.4.2研究方法.........6
1.4.3技术路线.........7
第2章晋江文学城外部环境分析..........8
2.1企业简介....8
2.2宏观环境分析（PEST）...8
2.2.1政治和法律环境分析..8
2.2.2经济环境分析...........10
2.2.3社会和自然环境分析11
2.2.4技术环境分析...........12
2.3行业竞争结构分析..........13
2.3.1波特的五力模型分析13
2.3.2竞争对手分析...........15
2.4外部环境机会与威胁分析...........16
2.4.1机会分析.......16
2.4.2威胁分析.......18
2.5本章小结..18
第3章晋江文学城内部环境分析........20
3.1企业现行发展战略..........20哈尔滨理工大学工商管理硕士学位论文
V
3.1.1坚守女性网络文学市场........20
3.1.2采取开放式的用户制度........20
3.1.3内容百花齐放，类型层出不穷........20
3.1.4从作者、读者中发展出自己的员工队伍....20
3.2企业发展现状.........
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