市场经济条件下传媒企业的发展战略研究

On the Development Strategy of Media Corporations under the Condition of Market Economy

在分析传媒企业特点的基础上,重点探讨了传媒企业在发展过程中采用的三种战略:差异化战略、多元化经营战略及合作竞争战略。同时,为保证发展战略的成功实施,传媒企业应该从建立学习型动态网络组织、构建合理的人才素质结构、塑造优秀企业文化及领导者角色的扮演等方面做出努力。

On the basis of analyzing the characteristics of the media corporations, this paper focuses on discussing three strategies adopted in the developmental process of the media corporations： differentiation strategy, diversification strategy, coopetition strategy. At the same time, in order to ensure the successful implementation of development strategies, media corporations should make efforts to set up learning-type dynamic network-based organizations, build a reasonable structure of personnel quality, and shape excellent corporate cultures and leadership role, etc.