-I- 中文摘要 21世纪以来，为推动文化传媒类企业进一步发展，适应经济新常态，我国 对文娱产业实施了新的布局规划。本文以SZ传媒公司为研究对象，结合竞争战 略的多种理论，运用文献研究、理论分析、实地调研等方法，通过PEST和SWOT 分析工具对SZ传媒公司进行了深入的分析。 本文首先对国内外竞争战略的相关理论进行了研究，随后介绍了SZ公司的 基本情况。接下来，对传媒行业宏观环境、行业竞争环境和公司内部进行了综合 分析，指出目前传媒行业发展快速，新进入竞争者增多，新型技术与传统传媒不 断融合，行业内竞争日趋激烈。SZ公司作为小型传媒企业，如何利用自身业务 模块多样、配套设施齐全等优势对抗外部竞争尤为重要。论文结合SZ传媒公司 的SWOT分析，提出了适合其发展的产品差异化、品牌差异化、市场差异化、服 务差异化四项具体竞争战略举措，并结合公司的组织架构、规章制度以及财务管 理提出了相应的保障措施。 关键词：竞争战略；传媒公司；差异化 黑龙江大学硕士学位论文 -II- II Abstract Since the 21st century, in order to promote further development culture media companies, to adapt to the new normal economy, the cultural industries in China implement the new layout plannings. Based on SZ media company as the research object, combined with a variety of competitive strategy theories, using the methods of literature research, theoretical analysis, field investigation,etc.We make an thorough analysis to SZ media company with PEST and SWOT. At first, this paper studies the relevant theories of competitive strategy at home and abroad, then introduces the basic situation of SZ company. Next, it makes a comprehensive analysis of the media industry macro environment, the industry competition environment and the company's internal environment, and points out that the media industry is developing rapidly, and the competition in the industry is becoming increasingly fierce，due to the increasing new competitors and the combination of new technologies and traditional media. For a small media enterprise like SZ company, it is particularly important to make use of its advantages of diversified business modules and complete supporting facilities to fight against external competition.Finally, combining with the SWOT of SZ Media Company, four competitive strategy measures have been made, which are suitable and specific for the development of SZ Media Company,including product differentiation,brand differentiation,market differentiation, and service differentiation.And combined with the company's organizational structure, regulations and financial rules, we put forward the corresponding safeguard measures. Keywords: Competitive strategy ;Media company ;Differentiation. 目录 -III- 目录 中文摘要 ........................................................................................................................... I Abstract ............................................................................................................................. II 绪论 ................................................................................................................................... 1 一、研究背景 ............................................................................................................ 1 二、研究的目的和意义 ............................................................................................ 1 （一）研究目的 ................................................................................................ 1 （二）研究意义 ................................................................................................ 2 三、国内外研究现状 ................................................................................................ 3 （一）国外研究现状 ........................................................................................ 3 （二）国内研究现状 ........................................................................................ 5 （三）国内外研究现状评述 ............................................................................ 6 四、研究内容与方法 ................................................................................................ 6 （一）研究内容 ................................................................................................ 6 （二）研究方法 ................................................................................................ 7 第一章 相关理论基础 ..................................................................................................... 9 第一节 竞争战略内涵 .............................................................................................. 9 第二节 企业竞争战略的三种基本模式 ................................................................ 10 一、成本领先战略 ........................................................................................... 10 二、差异化战略 ............................................................................................... 11 三、集中化战略 ............................................................................................... 11 第三节 企业竞争战略分析工具 ............................................................................ 12 一、波特五力模型 ........................................................................................... 12 二、PEST分析模型 ......................................................................................... 12 三、SWOT分析模型 ....................................................................................... 12 本章小结 .................................................................................................................. 13 黑龙江大学硕士学位论文 -IV- 第二章 SZ传媒公司现状 ............................................................................................. 14 第一节 SZ传媒公司基本情况 .............................................................................. 14 第二节SZ传媒公司现存问题 ............................................................................... 15 本章小结 .................................................................................................................. 16 第三章 SZ传媒公司发展环境分析 ............................................................................. 17 第一节 SZ传媒公司外部发展环境分析 .............................................................. 17 一、宏观环境分析 ........................................................................................... 17 二、行业环境分析 ........................................................................................... 19 第二节 SZ传媒公司内部发展环境分析 .............................................................. 25 一、人员及架构调整 ....................................................................................... 25 二、盈利能力分析 ........................................................................................... 26 三、内部管理情况 ........................................................................................... 27 第三节 SZ传媒公司SWOT分析 ......................................................................... 27 一、内部优势 ................................................................................................... 27 二、内部劣势 ................................................................................................... 28 三、外部机会 ................................................................................................... 30 四、外部威胁 ................................................................................................... 31 本章小结 .................................................................................................................. 33 第四章 SZ传媒公司竞争战略的制定 ......................................................................... 34 第一节 SZ传媒公司的战略目标 .......................................................................... 34 第二节 SZ传媒公司的竞争战略重点 .................................................................. 34 一、持续技术创新 拓展新业务领域 ............................................................. 35 二、维护核心客户订单量 开发新客户资源 ................