多元化经营战略辨析——以广西日报传媒集团为例

Discrimination of Diversification Management Strategy——Take Guangxi Daily Media Group as an example

企业为了获得最大的经济效益和长期稳定的经营,以专业化经营为基础开发相关性的有潜力的产品进行多种经营,以进一步提高企业的核心竞争力。本文以广西日报传媒集团探索多元化发展战略为例,对当前传媒企业实施多元化发展战略的必要性与可行性进行分析,并对该集团建立的基于广告、印刷、发行为主业,出版、物流、文化艺术品交易等多元文化产业链和探索过程中取得的经验、启发进行了剖析,以期为国内传媒企业实施多元化发展战略提供参考。

To obtain the maximum economic benefits and sustainable business in long term, enterprises will develop relevant and potential products for diversified operation on the basis of specialized business,and then to further improve enterprise's core competitiveness. This study takes Guangxi Daily Media Group's exploration of diversified development strategy as an example to analyze the necessity and feasibility of implementing current media enterprise's diversified development strategy. Meanwhile,it makes an analysis to the group's multi-cultural industrial chain such as publishing, logistics,cultural art trading,which was established by the group and has its basis on advertising,printing,distribution for the main business.At the same time,dissects the experience and inspiration from the exploration process,to achieve the goal of providing reference for domestic media enterprises to implement the strategy of diversified development.