I 摘要 近些年来看，我国影视传媒行业的发展十分迅速，其不仅在很大程度上满足了 人们日益增长的精神文化需求，同时对于促进国家经济的发展也起到了积极地效 用，在这种情况下，国家也先后出台了多项政策来支持影视传媒行业的发展，这为 很多影视媒体公司的发展起到了积极的效用。但是在目前互联网不断发的情况下， 又使得很多的影视传媒公司面临着新的发展问题，虽然互联网的发展带来了技术 等方面的支持，但同时也使得竞争更加激烈，所以在这种情况下依靠传统影视业务 发展的影视传媒公司也就不得不调整自身的发展战略，以此来更好的适应时代发 展的需求。但是很多影视传媒公司在战略的调整以及转型上又不尽人意，所以这就 很有必要加强对于影视传媒公司战略转型的研究。 基于此，本文以A影视传媒公司为例，对其战略转型进行了研究。首先在对 该公司现有战略分析的基础上，找出了其现有战略所存在的问题；然后运用PEST 分析法和“五力”模型对其战略转型的环境进行了分析；其次在结合其自身情况的 基础上，运用SWOT分析法对其战略转型的优势、劣势、机会和威胁进行了分析； 最后综合环境分析以及SOWT分析为其构建了转型战略，并就转型战略的实施及 其保障进行了细致的说明。通过本文的研究发现，目前A公司的战略存在全内容 推进重点不明、全媒体渠道不够深入、全产业链布局不足的问题，同时其自身还存 在技术不足、存货较多以及相关经验不足的问题。对此，本文在结合其现有优势条 件的基础上，为其构建了业务转型战略、渠道转型战略以及运营转型战略相结合的 转型战略，并在投入、管理以及文化三个方面提出了相应的保障措施，以此来为其 更好的进行战略转型和促进自身的发展起到积极的效用。 关键词：影视传媒公司，战略管理，战略转型 ABSTRACT II ABSTRACT In recent years, the development of film and television media industry rapidly, it not only largely satisfied the people's growing spiritual and cultural needs, at the same time also to promote the development of the national economy has played a positive effect, in this case, the state also has introduced a number of policies to support the development of film and television media industry, this is a lot of film and television media company's development has played a positive effect. But under the condition of the current Internet continuously hair, and made a lot of film and television media company is faced with new development problems, while the development of the Internet has brought the technology support, but at the same time also makes the competition more intense, so in this case, relying on traditional film and television film and television media company of the business development will have to adjust their development strategies, in order to better adapt to the demand of The Times. But many film and television media companies in the adjustment and transformation of the strategy is not satisfactory, so it is necessary to strengthen the film and television media companies strategic transformation research. Based on this, this paper takes A film and television media company as an example to study its strategic transformation. Firstly, based on the analysis of the existing strategy of the company, the problems existing in the existing strategy are found out. Then, PEST analysis method and "five forces" model are used to analyze the environment of its strategic transformation. Secondly, based on its own situation, SWOT analysis is applied to analyze the advantages, disadvantages, opportunities and threats of its strategic transformation. At last, the comprehensive environment analysis and SOWT analysis constructed the transformation strategy for it, and elaborated the implementation and guarantee of the transformation strategy. Through the study of this paper, it is found that company A's strategy has problems such as unclear promotion of the whole content, insufficient in-depth channels of all media and insufficient layout of the whole industrial chain. At the same time, it also has problems such as insufficient technology, large inventory and relevant experience. To this, this article on the basis of combining its existing condition, build an business transformation strategy, channel strategy and operation transformation strategy of combining the transformation of strategy, and in investment, management and culture three aspects put forward the corresponding security ABSTRACT III measures, in order to better for its strategic transformation and promote the development of their own have a positive effect. Key words: film and television media company,Strategic management,Strategic transformation 目 录 IV 目 录 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 ................................................................................................. 2 1.2国内外研究现状 ................................................................................................ 2 1.2.1国外研究现状 ......................................................................................... 2 1.2.2国内研究现状 ......................................................................................... 4 1.3研究内容及方法 ................................................................................................ 6 1.3.1研究内容 ................................................................................................. 6 1.3.2研究方法 ................................................................................................. 6 第二章 相关概念及理论基础 ........................................................................................ 8 2.1相关概念 ............................................................................................................ 8 2.1.1影视传媒 ................................................................................................. 8 2.1.2企业战略转型 ......................................................................................... 8 2.2理论基础 ............................................................................................................ 9 2.2.1企业战略管理理论 ................................................................................. 9 2.2.2 PEST分析模型 ....................................................................................... 9 2.2.3“五力”模型 ............................................................................................. 10 2.2.4 SWOT分析理论 ................................................................................... 12 2.3本章小结 .......................................................................................................... 13 第三章 A影视传媒公司战略现状和问题分析 .......................................................... 14 3.1公司简介 .......................................................................................................... 14 3.2公司现有的战略实施情况 .............................................................................. 14 3.2.1业务战略着力“精品内容” .................................................................... 14 3.2.2渠道战略布局“一线媒体” .................................................................... 16 3.2.3运营战略基于“核心产业链” ................................................................ 16 3.3公司现有战略存在的问题 .............................................................................. 17 3.3.1精品内容推进重点不明 ....................................................................... 17 3.3.2一线媒体渠道不够深入 ....................................................................... 19 3.3.3一线产业链布局不足 ........................................................................... 20 目 录 V 3.4本章小结 .......................................................................................................... 21 第四章 A影视传媒公司战略转型的环境分析 .......................................................... 22 4.1内部环境分析 ..................................................................