分类号： 密级：
UDC： 学号：T20190827
南昌大学同等学历申请硕士学位研究生
学 位 论 文
产业融合视角下J 传媒有限公司战略转型研究
Strategic Transformation of J Media Co., LTD from the Perspective
of Industrial Convergence
薛茗淼
培养单位（院、系）：经济管理学院
指导教师姓名、职称：何 筠 教授
申请学位的学科门类：管理学
学科专业名称：工商管理（企业管理）
论文答辩日期：2022 年 05 月 21 日
答辩委员会主席： 许俊民
评阅人：
2022 年 05 月 21 日
摘 要
摘 要
随着互联网技术的高速发展，各类智能终端技术得到了广泛应用，信息时
代传媒产业发展既面临着机遇更面临着挑战，一方面信息传播更加高效便捷，
让传播媒介凸显出数字化趋势和信息化趋势。另一方面，广播、电视等传统媒
体面临着发展瓶颈，信息技术环境倒逼传统媒介走向创新，而其中传媒之间联
动合作便是一条可行之路，信息化的趋势和平台化的运营，既为传媒产业融合
提供发展契机，也为产业融合提供重要的技术保障。
本文以J 传媒公司为例，介绍了企业基本情况、现有的“三步走”战略，从
移动网络建设、内容创新、客户规模以及公司利润方面阐述了“三步走”战略
的主要运行情况，分析了现有战略在制定过程中和执行过程中存在的问题，由
此提出了 J 传媒公司实施战略转型的必要性。继而，本文以 PEST 理论为指导对
企业所处的政治环境、经济环境、社会环境与技术环境进行了分析，以波特五
力模型理论分析了企业所处的行业环境，通过以上梳理，建立了公司转型 SWOT
矩阵。根据矩阵分析结果，确定了基于产业融合的J 传媒公司战略转型目标与转
型原则，提出了公司转型思路，即加强移动数字化平台建设、推动媒体产品融
合创新、实现跨媒体跨区域的扩张以及开展产业链上下游的整合。最后，本文
提出了J 传媒公司进行转型的实施保障，包括资金投入保障、管理制度保障、企
业文化保障以及人力资源保障。
本文的研究基于当前 J 传媒公司面对产业融合趋势出现发展瓶颈而展开，
对于在产业融合背景下如何破解发展难题、寻求新的突破口实现可持续发展具
有现实指导意义。同时，J 传媒公司面临的问题在一定程度上具有普遍性，不少
地方传媒公司普遍存在，因此本文的研究对于类似企业能够提供一些借鉴价值。
关键词：产业融合；传媒；战略转型；发展
I Abstract
ABSTRACT
With the rapid development of Internet technology, all kinds of intelligent
terminal technologies have been widely used. The development of the media industry
in the information era is facing both opportunities and challenges. On the one hand,
information dissemination is more efficient and convenient, which makes the media
highlight the trend of digitalization and informatization. Radio, television, and
preservation, etc, on the other hand, traditional media is facing the development
bottleneck, the information technology environment reversed transmission of
traditional media to innovation, and the linkage between media is one way of
cooperation, the trend of the informationization and platform of operation, both
provide an opportunity for the development of media industry integration, also
provide important technical support for industrial convergence.
Taking J Media Company as an example, this paper introduces the basic
situation of the enterprise and the existing "three-step" strategy, expounds the main
operation of the "three-step" strategy from the aspects of mobile network construction,
content innovation, customer scale and company profits, and analyzes the problems
existing in the formulation and implementation of the existing strategy. Therefore, it
puts forward the necessity for J Media company to implement strategic
transformation. Then, this paper analyzes the political environment, economic
environment, social environment and technical environment of the enterprise under
the guidance of PEST theory, analyzes the industry environment of the enterprise with
porter;s Five Forces model theory, and establishes the SWOT matrix of the company
transformation through the above combing. According to the matrix analysis results,
the strategic transformation objectives and transformation principles of J Media
Company based on industrial integration are determined, and the company;s
transformation ideas are put forward, that is, strengthening the construction of mobile
digital platform, promoting media product integration innovation, realizing
cross-media and cross-regional expansion, and carrying out the integration of
upstream and downstream of the industrial chain. Finally, this paper puts forward the
II Abstract
implementation guarantee of J Media Company;s transformation, including capital
investment guarantee, management system guarantee, corporate culture guarantee and
human resources guarantee.
The research of this paper is carried out based on the development bottleneck of
J Media company in the face of industrial convergence. It has practical guiding
significance for how to solve development problems and seek new breakthroughs to
achieve sustainable development under the background of industrial convergence. At
the same time, the problems faced by J Media company are universal to a certain
extent, and many local media companies are common. Therefore, the study of this
paper can provide some reference value for similar enterprises.
Key Words: industrial integration; The media; Strategic transformation; The
development
III