融媒体时代报业集团战略管理策略研究

Research on the Strategic Management of Press Group In Convergence-media-era

"融媒体"的出现改变了传统报业的竞争态势。报业集团应从内外部环境入手,对关键外部因素对其现有战略的反映程度进行分析,通过问卷调查和评分,构造外部因素分析模型(EFE矩阵),再用类似方法构造出内部因素评价模型(IFE矩阵);进而综合以上分析制定内外部环境相适应的战略框架(SWOT战略选择矩阵);最后再进行SWOT战略定点分析,多维度探索融媒体时代可行的战略选择,以提高其核心竞争力。

Convergence-media appeared changes the competitive situation of traditional press.Press group firmly analyze the reflection degree of the strategies implemented by the key external factors before starting from the internal and external environmental,make questionnaire survey and score,and construct the EFE matrices.Then the IFE matrices of press group are structured by similar approach.According to the above comprehensive analysis,the press group formulates the strategic frame(SWOT matrices) matching the internal and external environment,and carries out SWOT strategy fixed-point analysis.In the end,press group has tried to explore the feasible strategic choices in convergence-media-era so as to improve their core competitiveness.