4.2磨铁文学平台运营能力分析......................................................................25
4.2.1资源结构分析.................................................................................25
4.2.2组织管理能力分析.........................................................................27
4.2.3产品运营能力分析.........................................................................28
4.2.4品牌营销能力分析.........................................................................30
4.2.5全版权运营分析.............................................................................31
4.3本章小结......................................................................................................32
5磨铁文学平台的发展战略选择与定位...............................................................33
5.1 SWOT分析................................................................................................33
5.1.1优势.................................................................................................33
5.1.2劣势.................................................................................................34
5.1.3机会.................................................................................................35
5.1.4威胁.................................................................................................36
5.2 SWOT分析总结及战略匹配....................................................................37
5.3企业战略定位及选择................................................................................39
5.3.1企业定位.........................................................................................39
5.3.2企业战略目标.................................................................................40
5.3.3企业战略类型.................................................................................40
5.3.4主要战略任务.................................................................................42
5.4本章小结....................................................................................................43
6磨铁文学平台发展战略实施与保障...................................................................44
6.1战略实施....................................................................................................44
6.1.1稳扎稳打，逐步推动内容制作.....................................................44
6.1.2软硬兼备，机构建设与文化建设、人力资源建设齐发力.........45
6.1.3开放合作，走出去与引进来相辅相成.........................................46
6.2战略保障....................................................................................................47
6.3本章小结....................................................................................................48
7结论与展望...........................................................................................................49
致谢.........................................................................................................................50
参考文献.....................................................................................................................51
III

摘要
互联网行业的高速发展，网络文学行业也随之在中国产生，信息技术的革新，
带给网络文学作品行业生长的土壤和肥料，在过去十年，中国网络文学市场的发展
规模超800亿元，依托于网络文学作品的网络文学网站和平台发展势头迅猛。磨铁
文学平台作为网络文学行业中极具代表性的平台，从2003年诞生起，几乎与网络
文学行业同步发展，具有研究价值。
本研究以磨铁文学平台为研究对象，通过对磨铁文学平台所处的内外部环境分
析，对磨铁文学平台进行发展历程梳理，对平台目前采用的战略进行分析，结合实
际情况，制定未来发展战略和实施办法。
在研究方法上，采用文献研究法、访谈调查法和对比研究法，在研究国内外战
略及战略管理相关文献的基础上，采用波特五力模型分析为基础，其他相关发展战
略力量为依据，作为本研究的理论基础；结合磨铁文学平台的实际发展情况，归纳
总结出对平台影响较大的因素，结合磨铁文学平台的外部环境和内部环境分析，对
平台的发展战略进行合理的评价与规划。
根据研究结论，结合磨铁文学平台的实际情况，制定了磨铁文学平台在下一步
继续实行发展型战略，采取差异化战略发展路线，辅以高匹配竞争战略，在保持自
身优势的同时，稳扎稳打的推进发展速度，并有针对性的就发展战略的实施提出了
相应的措施和对策。
关键字：发展战略，磨铁文学平台，网络文学，战略管理，战略实施
分类号：F272
V

Abstract
With the rapid development of the Internet industry, the network literature industry has also
emerged in China. The innovation of information technology has brought soil and fertilizer to the
growth of the network literature industry. In the past decade, the development scale of China's network
literature market has exceeded 80 billion yuan, and the network literature websites and platforms
relying on the network literature have developed rapidly. As a representative platform in the network
literature industry, the platform has been developing with the network literature industry since its birth
in 2003.
This study takes the platform as the research object, through the analysis of the internal and
external environment of the platform, combs the development process of the platform, analyzes the
current strategy of the platform, and combines with the actual situation to formulate the future
development strategy and implementation methods.
In terms of research methods, literature research method, interview survey method and
comparative research method are adopted. On the basis of studying the domestic and foreign literature
on strategy and strategic management, Porter's five forces model analysis is adopted as the theoretical
basis of this study, and other relevant development strategic forces are used as the basis. Combined
with the actual development of the platform, it is concluded that it has a greater impact on the platform
Combined with the analysis of the external and internal environment of the platform, the development
strategy of the platform is reasonably evaluated and planned.
According to the research conclusion, combined with the actual situation of the platform, the
paper formulates the intensive development strategy of the platform in the next step, adopts the
differentiation strategy development route, High matching competition strategy，steadily promotes the
development speed while maintaining its own advantages, and puts forward corresponding measures
and Countermeasures for the implementation of the development strategy.
Key words:Development strategy, literature platformof Motie, network literature, strategy
management, strategy implementation
Classification number：F272
VI
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