【作者】 杨帆；

【导师】 李东； 朱志坚； 柳杨；

【作者基本信息】 东南大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 随着传媒产业高速发展,及智能手机技术成熟与普及,互联网手机相关的新媒体逐渐占据传媒产业的半壁江山。电视台收视率、报纸订阅数下滑严重,导致广电类、报刊类广告企业遇到了前所未有的生存危机。这类广告企业数量多且有着独特的本土化资源,需要通过转型生存下来。本文基于差异化竞争战略、传媒产业经营等相关理论,以JN传媒为案例探讨传媒类广告企业差异化竞争战略的实施框架和原则,为众多的此类本土化传媒企业转型提供设计方案和解决办法。本文通过理论文献研究、案例分析等方法对JN传媒的差异化竞争战略展开研究设计。首先梳理了竞争战略、差异化竞争战略、传媒广告行业差异化竞争战略的国内外研究成果及相关理论,确定了本文的研究内容与待解决问题;其次,利用各类分析工具对JN传媒发展面临的内外部环境进行分析,了解该公司及其竞争对手在传媒行业的发展现状和存在问题,为后续的差异化竞争战略提出目标。然后,基于本文的理论基础,根据差异化竞争战略设计原则,对本土资源依赖度高的特定行业进行传媒公司差异化竞争战略的要素框架设计,并从产品差异化、服务差异化、渠道差异化和品牌差异化四个方面对JN传媒的差异化竞争战略进行设计,再从用户分析、服务方案、资源整合和组织保障四个方面阐述JN传媒差异化竞争战略在实施过程中需要注意的问题。最后文章以银光房地产公司雍宁府项目的广告推广方案为例,根据差异化竞争战略的设计框架在概念阶段、设计阶段、生产阶段和售后阶段进行差异化战略实施,并对实施前后产生的效果进行对比,以此来说明JN传媒进行差异化竞争战略提高竞争力的有效性。通过研究,本文得出了以下主要成果:一是通过案例研究以及产品比较,得出区域化传媒类广告企业可以通过差异化竞争战略制定和实施来消除竞争对手对其带来的威胁;二是以JN传媒公司为案列,为其差异化竞争战略构思了设计框架和方法,可供全国相似的近600个地级市传媒类广告企业参考借鉴。更多还原

【Abstract】 With the rapid development of the media industry and the maturity and popularization of smart phone technology,new media related to Internet mobile phones gradually occupies half of the media industry.Television ratings and newspaper subscriptions declined seriously,therefore radio and television,newspaper advertising enterprises encountered an unprecedented crisis of survival.There are a large number of such advertising enterprises with unique localized resources,which need to survive through transformation.Based on differentiated competitive strategy,media industry management theory and other relevant theories,this paper takes JN Media as a case to discuss the implementation framework and principles of differentiated competitive strategy of media advertising enterprises,and provides design schemes and solutions for the transformation of such localized media enterprises.Through theoretical literature research,case analysis and other methods,this paper researches and designs JN media’s differentiated competitive strategy.Firstly,the research achievements and relevant theories of competitive strategy,differentiated competitive strategy and differentiated competitive strategy in media and advertising industry are sorted out,and the research content and problems to be solved are determined.Secondly,various analytical tools are used to analyze the internal and external environment faced by JN media development,to understand the development status and existing problems of JN and its competitors in the media industry,and to propose goals for the follow-up differentiated competitive strategy.Then,based on the theory of this paper,according to the customer demand characteristics of value experience,the paper makes the elements of a media company differentiated competitive strategy framework for local resource dependence of high specific industry,and elaborated JN media differentiated competitive strategy design problems that need to pay attention in the process of implementation through four aspects such as analysis of users,service plans,resource integration and organization guarantee.Finally,taking the advertising plan of Yong Ning mansion project of the Silver Real Estate company as an example,this paper designs JN media differentiated competitive strategy from four dementions,which includes product differentiation,service differentiation,channel differentiation,and brand differentiation,and then compares the implementation of the effectiveness,in order to explain JN media differentiation competitive strategy to improve the effectiveness of competitiveness.Through the research,this paper has drawn the following main results: first,through case study and product comparison,it is concluded that regional media advertising enterprises can eliminate the threat brought by new media through the development and implementation of differentiated competitive strategies;second is to take JN Media Company as a case to conceive a design framework and method for its differentiated competition strategy,which can be used for reference by nearly 600 similar media advertising enterprises in prefecture-level cities in China.更多还原