随着经济不断发展、科技不断的进步，消费者表现出个性化和多样化的需求； 而文化体制改革的深入，又大大增加了整个报业市场的不确定性。因此，敏锐准确 判断外部市场，升级企业的战略性管理及规划势在必行。 企业的成长与战略息息相关，其财务战略通过发展战略的方向和搭建资本运作 的平台得以实施。同时，财务战略是企业战略管理得以实施的保障者，也是支持者。 它是战略管理中的重要部分和核心要素，是学术理论界和企业关注的焦点。本文以 湖北日报传媒集团的财务战略管理为案例分析对象，第一，分析湖北日报传媒集团 的外部环境和内部环境，外部环境主要指宏观环境和产业环境，内部环境主要指企 业规模、企业文化、财务能力、人力资源、技术创新能力等，利用 SWOT 模型进行分 析，得出湖北日报传媒集团在发展中面临的机遇与挑战；第二，阐述了湖北日报传 媒集团当前财务管理的基本情况；第三，按照集团的总体战略方向和目标确定了具 体的财务战略：包括融资、投资、降成本、控风险等，体现财务战略管理是集团发 展战略实施的正确选择，也是服务于集团发展战略的必然结果。通过研究湖北日报 传媒集团财务战略管理，指出企业应根据环境的变化和总体的战略目标匹配以相应 的财务战略。研究湖北日报传媒集团的财务战略管理，有利于其他省级党报报业集 团在财务战略管理的问题上进行参考和借鉴，以提升其核心竞争力。 关键词：报业集团 战略管理 财务战略II 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract With the continuous development of economy and the progress of science and technology, consumers show personalized and diversified demands. The deepening of the cultural system reform has greatly increased the uncertainty of the whole newspaper market. Therefore, it is imperative to accurately judge the external market and upgrade the strategic management and planning of enterprises. This paper takes hubei daily media group's financial strategy management as the object of case study, first, analysis the hubei daily media group of the internal and external,environment mainly refers to the macro environment and industrial environment, internal environment mainly refers to enterprise scale, enterprise culture, finance, human resources, technology innovation ability, etc., using the SWOT model analysis, it is concluded that the hubei daily media group facing the opportunities and challenges in developing; Secondly, it expounds the current financial management of hubei daily media group. Thirdly, specific financial strategies are determined according to the overall strategic direction and objectives of the group, including financing, investment, cost reduction, risk control, etc., reflecting that financial strategic management is the correct choice for the implementation of the group's development strategy and the inevitable result of serving the group's development strategy. The study on the financial strategic management of hubei daily media group is beneficial to the reference of other provincial party newspaper groups on the financial strategic management, so as to enhance their core competitiveness. Key words: Newspaper group Strategic management Financial strategyIII 华 中 科 技 大 学 硕 士 学 位 论 文 目录 图目录.................................................................................................................................IV 表目录...................................................................................................................................V 1 绪论.................................................................................................................................1 1.1 研究背景及意义..................................................................................................1 1.2 研究内容和方法..................................................................................................4 1.3 国内外研究的现状..............................................................................................6 2 财务战略管理的相关理论...........................................................................................12 2.1 财务战略管理的概念及特征............................................................................12 2.2 财务战略面临环境分析的理论........................................................................13 2.3 环境约束下财务战略管理的内容和过程........................................................15 3 湖北日报传媒集团财务战略管理面临的环境分析...................................................19 3.1 湖北日报传媒集团的简介................................................................................19 3.2 国内报业传媒集团的现状和趋势....................................................................23 3.3 湖北日报传媒集团的环境分析........................................................................24 3.4 湖北日报传媒集团的 SWOT 分析......................................................................26 4 湖北日报传媒集团在现有环境下财务战略管理的案例分析...................................31 4.1 湖北日报传媒集团在现有环境下财务管理的基本情况................................31 4.2 湖北日报传媒集团财务战略选择的指导思想与战略选择............................34 4.3 湖北日报传媒集团财务战略管理的具体内容................................................36 4.4 完善湖北日报传媒集团财务战略管理的措施................................................39 总结与启示.........................................................................................................................42 致 谢.................................................................................................................................43