科学的战略对于一个企业来说具有重要意义。任何企业在不同的时期需要 根据当前的环境而制定相应的企业战略，才能顺应时代发展的需求。新华网是 国家通讯社新华社的官方网站，也是中央重点新闻媒体网站，同时还是一家互 联网上市企业。新华网不仅需要保持中央媒体以政治为核心的舆论导向性作 用，同时，作为上市企业，还需要迎合市场的变化不断创造企业的商业价值来 提高盈利。在当前媒体融合的行业背景下，互联网的发展日新月异，市场环境 相对复杂，行业竞争日趋激烈，新华网企业如何更好地发展，需要根据新的形 势和来制定一个更符合企业发展目标的战略。 本文先对相关概念进行介绍，包括媒体融合、企业战略、发展战略以及对 企业战略管理的流程和作用等，为新华网发展战略的制定提供了有效的理论支 撑。通过对国内宏观环境和媒体行业的现状分析，以及企业自身存在的问题和 企业的内部状况介绍，先后用了 PEST 模型工具和企业竞争力九力分析，得出 新华网拥有的优势，存在的劣势，可寻的机会，受到的威胁，形成构建和实施 发展战略的基础。依据上述理论依据和现实，以 SWOT 模型矩阵进一步研究， 明确了企业的长期发展目标应当是建成具有广泛国际影响的一流新闻网站和拥 有强大实力的互联网文化企业。在此基础上对新华网的发展战略做出选择，最 终确定了差异化发展战略方策。 本文根据差异化发展战略进一步提出了具体的实施步骤。新华网根据企业 的定位，通过源源不断地向受众输送具有权威性、专业性、国家官方属性的内 容产品，成为企业最被大众认可的价值核心，因此新华网以具有权威媒体专业 优势的内容作为企业在行业竞争中的战略优势，来构建新华网的差异化发展战 略体系，迎合和强化受众对新华网的品牌定位，也是其核心竞争力的关键。接 着本文从四个方面对战略进行构建。首先更加巩固新华网以党和国家、以习近 平总书记为首的国内核心内容报道，在此基础上加大高质量的原创内容和精品 栏目的生产。其次要加强“两微一端”、短视频等移动化的平台建设，扩大渠 道释放品牌内容的输出，全方位建立新华网的国内影响力。还要不断探索新技 术、加大对内容产品的创新性研发力度，打造科技前沿产品。最后，企业需要 继续开拓国际市场，作为代表国家官方媒体第一品牌，继续在国际上创造更广II 泛的影响力和价值，奠定引领国内、领先国际的中国互联网媒体行业龙头地 位。 本文继差异化发展战略体系构建完成之后，继续提出战略实施的保障措 施，面对行业外部要不断发挥核心优势抢占市场；企业内部则要加强管理和有 效监督，避免内部出现重大过错而产生对企业自身的负面影响；并且要注重互 联网安全体系的建设，来保障内容生产的稳定；最后要持续引进高端人才，加 强对人才的培养和激励，避免造成企业人才的流失而影响企业的稳定性。 本文运用文献分析法、案例分析法、调查法等方法，对媒体融合背景下新 华网的发展战略进行了研究。通过研究，找到符合新华网企业的差异化发展战 略，该战略能改善目前的被动局面，同时，实现企业内部资源有效布局和整 合，完善企业运营机制，持续保障战略的顺利实现，帮助企业利益最大化，促 进企业更好的发展。 关键词：媒体融合；差异化；新华网；发展战略III DEVELOPMENT STRATEGY RESEARCH OF XINHUANET BASED ON MEDIACONVERGENCE Abstract Scientific strategy is of great significance to an enterprise. Any enterprise in different periods needs to formulate corresponding strategies according to the current situation, to comply with the needs of the development of the times. Xinhuanet is the official website of Xinhua News Agency, the state news agency, as well as the key central news website. It is also a listed internet company. Xinhuanet not only needs to maintain the political orientation of the central media, but also, as a listed enterprise, needs to cater to the changes of the market and constantly create business value to improveprofitability. Inthecurrent industrial background ofmediaintegration, internet changes every day, with more and more complicated market environment and severe competition. Xinhuanet needs to formulate new strategies conforming to the goals of the enterprise for better development according to the new situation. The article first introduces relevant concepts, including media integration, enterprisestrategy,development strategyandtheprocess androleofenterprisestrategic management, etc., which provides effective theoretical support for the formulation of Xinhuanet development strategy.Through analysis on the domestic macro environment and the current situation of the media industry, as well as the enterprise itself and the problems existing inside the enterprise, the article uses the PESTmodel and Nine Force Analysis On Enterprise Competitiveness, concludes the advantages, disadvantages, opportunities and threats of Xinhuanet and forms the basis for establishing and implementingthedevelopment strategy. Basedon theabove theoretical basis and actual situation, with further study with SWOT model matrix, the article makes it clear that the long-term development goal of the enterprise should be a first-class news website with wide international influence, as well as a powerful internet culture enterprise. The choice on Xinhuanet development strategyis then made, which is the differentiated development strategy. According to the differentiation development strategy, the article further proposes detailedimplementation procedures.Xinhuanet shall continuouslyconveyauthoritative, professional and national official contents as positioned,whichis the mostrecognizedIV core value of the enterprise. Therefore the key of Xinhuanet core competitiveness is to build up its differentiated strategic development system catering to and strengthening the brand positioning in the audience, with its professional contents as authoritative media.Thenthe articleelaborates theestablishment in fouraspects. Firstly, moreefforts should be made to consolidate the reports on domestic core contents about the Party and State led by General Party Secretary Xi Jinping. On this basis, it needs to increase the production of high-quality original content and quality columns. Secondly, it is necessary to strengthen the construction of mobile platforms such as Two micro ends and short video, expand channels to release brand contents, and expand the domestic influence in an all-round way. Thirdly, it needs to constantly explore new technologies, strengthen innovative research and development of content products, and create cutting-edge products of science and technology. Finally, the enterprise needs to continuously explore international market, expand its influence and create value in the international world as the representative of China’s first official media brand, establishing the leading position of China's Internet media in the international arena. The article continues to propose the supporting measures for the implementation of the strategy. Externally it needs to constantly exert our core advantages to seize the market and internally needs to strengthen the management and effective supervision, to avoid negative impacts caused by major internal mistakes. Meanwhile it needs to pay attention to the construction of internet security system to ensure the stability of contents production. Finally, it needs to constantly introduce high-end talents, strengthen the cultivation and incentive system for the talents, to avoid the loss of talents and influence the stability of the enterprise. The article studies the development strategy of Xinhuanet under the background of media integration, using the methods of literature analysis, case analysis and investigation method. Through the research, it finds out the catering differentiation development strategy, which can improve the current passive situation and meanwhile achieve the effective layout and integration of internal resources, improve the operational mechanism, to ensure the smooth implementation of the strategy, so as to help maximize the interests and promote better development of the enterprise. Key Words: Media convergence; Differentiation; Xinhuanet; Development strategyV 目 录 中文摘要 ..............................................I Abstract ............................................III 第一章 绪论 ...........................................1 1.1 研究背景及意义 ......................................... 1 1.1.1 研究背景.............................................1 1.1.2 研究意义.............................................4 1.2 研究内容 ............................................... 5 1.3 论文技术路线 ..........