摘要
摘要
近些年互联网在中国飞速发展，给社会生活带来了全面而深刻的影响。截
止到2020年12月，中国网络用户数达到9.89亿人，全国互联网普及率达到70.4%。
伴随着互联网一起成长的“数字原住民”已经开始成为社会发展的中坚力量的
一部分。在移动互联网时代，网络传播与专业媒体、普通用户和其他内容生产
者并存，共同构建了纷繁多元的网络生态，分流了传统媒体原本所处的垄断地
位。在传统媒体对互联网的探索、融合不断走向深入时，新媒体的快速崛起，
也在极大地影响着传媒业的格局。
LRTV是一家集广播电视于一体的省级综合广电媒体单位（省级电视台），
LS公司是其集团旗下子公司，亦归属于典型的传统广电旗下新媒体公司。LS公
司处在媒体融合的大背景之下，“变革发展”是媒体人们讨论最多的议题。本
文以 LS公司为研究对象，通过运用调查研究法、文献研究法、案例分析法，并
采用 PEST分析法、SWOT分析法和波特五力模型，结合当前传媒行业所面临的
特点与广电媒体融合的大形势，对 LS公司内外部环境进行有效分析，归纳并总
结 LS公司战略的发展优势和面临的问题。
通过对理论、方法和模型的应用，整理出了 LS公司所具备的优势以及可以
用的资源。同时也揭示了其不得不面对的劣势以及威胁。并根据已知的 LS公司
愿景与发展目标，为 LS公司发展战略制定方向，最终对于主要业务板块也进行
了战略细化方案，并且为了战略能够得以顺利实施，作者还从人事、财务、科
技支撑等几大方面提出了相应的保障措施。论文成果一方面可以为 LS公司的发
展和规划提供依据。也可以为其他省级主流广电新媒体企业提供参考。
关键词：发展战略；媒体融合；战略实施；保障措施
I

Abstract
Abstract
In recent years, the rapid development of the Internet in China has brought a
comprehensive and profound impact on social life. By December 2020, the number of
Internet users in China has reached 989 million, and the national Internet penetration
rate has reached 70.4%. With the growth of the Internet, "digital aborigines" have
begun to become part of the backbone of social development. In the era of mobile
Internet, network communication coexists with professional media, ordinary users
and other content producers, and jointly constructs a complex and diverse network
content ecology, diverting the monopoly position of traditional media. As the
exploration and integration of traditional media on the Internet continue to deepen,
the rapid rise of new media is also greatly affecting the pattern of the media industry.
LRTV is a provincial comprehensive radio and television media unit (provincial
television station) integrating radio and television. LS company is a subsidiary of its
group and a typical new media company of traditional radio and television. Taking
LS company as the research object, this paper makes an effective analysis of the
internal and external environment of LS company by using the methods of
investigation and research, literature research and case analysis, PEST analysis,
SWOT analysis and Porter's five forces model, combined with the characteristics of
the current media industry and the general situation of radio and television media
integration, Summarize and summarize the development advantages and problems of
LS company's strategy.
Through the application of theories, methods and models, this paper summarizes
the advantages and available resources of LS company. At the same time, it also
reveals the disadvantages and threats it has to face. Take this as the basis for the
formulation of LS company's strategic direction. According to the known vision and
development objectives of LS company, the strategic refinement scheme for the main
business segments is finally carried out, and in order to successfully implement the
strategy, the safeguard measures from the aspects of personnel, finance, scientific and
technological support are put forward. On the one hand, the results of the paper can
provide a basis for the development and planning of LS company. It can also provide
reference for other provincial mainstream radio and television media.
II

Abstract
Key
words:
development
strategy;
Media
convergence;
Strategy
implementation; Safeguard measures
III
。。。以下略