论媒介战略管理的环境分析

On the Environmental Analysis of the Strategic Management of Medium

媒介企业的生存与发展有赖于它对既有环境和未来前景的把握。媒介生存和发展的环境 ,既有“硬”的一面 ,也有“软”的一面 ,同时还包括其市场未来潜在趋向和远景。媒介企业发展的决策应当建立在对上述三方面环境分析与把握的基础之上。

The existence and development of medium enterprise depends on its hold on environment and prospect. There is a hard aspect as well as a soft aspect in the environment of the existence and develop-ment of medium, and in the meantime, it includes the potential tendency and the prospect of the market. Therefore, the decision on the development of the medium should be based on the proper analysis of the above-mentioned factors.