文档介绍：华中科技大学硕士学位论文
摘要
IT 媒体是近几年媒体传播技术与计算机网络信息化技术融合的产物,它的兴起
不仅给整个媒体产业带来了市场竞争格局的变化,同时也让媒体企业管理者和理论
研究界在面对 2008 第四季度以来金融危机所造成的经济不稳定的新环境下,提出了
诸多的问题:如何认清宏观经济环境不利因素对媒体企业的影响?如何借助媒体企
业自身能力和资源规避风险发挥优势?如何建立价值链系统确立竞争优势和服务战
略?如何调整服务策略帮助企业实现稳步增长?
为此,本文从当前国内外媒体行业理论及行业实践研究的现状入手,指出 IT 网
络媒体企业组织需要根据不同的市场环境及时建立核心优势和调整服务战略的必要
性。
在分析方法运用时, 通过波特价值链和 SWOT 分析工具对 IT 媒体企业所处的宏
观与微观局势进行剖析,找到企业的优势与劣势、机会与风险方面的关键因素。并
且,以 e-works 作为 IT 媒体企业典型案例,结合环境因素和企业所处的市场状况及
定位进行企业战略分析,确立企业竞争优势构建差异化服务战略及相关业务多元化
思路作补充。在营销策略分析时,围绕服务营销的 7P 理论展开,提炼出 IT 专业网
络媒体的服务营销的主要策略,同时,还需要注意媒体内容的专业化、网络营销职
能的针对性、网络营销组合的多样化、网络媒体服务的互动性和个性化、媒体合作
的横向联盟以及政府政策导向等方面。
最后,再次强调在网络媒体企业战略规划和应用服务模式时进行企业价值分析
的重要性,以及为实现企业长期稳健发展还需考虑的建议。
关键词:IT 媒体价值链 SWOT 差异化战略服务营销
I
华中科技大学硕士学位论文
Abstract
work media is the product of media technology work information
technology in recent years. Its rise not only has brought new changes petition
pattern to the whole industry, while also business managers and theoretical research
community have to face many new questions resulting from economic instability since the
forth quarter 2008 financial crisis :How to recognize the influence of the
macroeconomic changes in enterprises operation? How to risk-averse play to its
advantages with limited capacity and resources? How to petitive advantage
and services strategy through value chain system? How to achieve steady growth on the
basis of an appropriate service and profit model for a long time?
So, this article introduced the development of domestic and overseas including
academic achievement in media, and also specified that it’s necessary for IT media
organization to adjust business strategy and establish petencies under different
marketing environment.
Then, In order to find the key factors of strengths and weaknesses, opportunities and
risks, this article described the macro-and micro-situation through Porter's value chain
tools and SWOT model. With e-works as the work panies ’s typical case ,
thi