【作者】 唐羽；

【导师】 李健； 成春平；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2023， 硕士

【摘要】 随着经济发展,人们生活层次的提高,在线娱乐需求随之旺盛,动漫视频内容作为在线娱乐的一种形式越来越受到广大用户的欢迎,尤其是随着Z时代用户大批量涌入互联网,动漫用户呈现爆发式增长的态势。但与此同时,企业所面临的竞争环境也越来越激烈,同质化、盈利难、版权意识不足等困境时刻威胁着企业的发展;尤其对于小微型动漫视频平台而言,企业的竞争战略往往比较模糊。因此,在了解行业背景环境的前提下,制定能为企业带来竞争优势的竞争战略方案对企业来说变得尤为重要。本文以西里视频科技有限公司为研究对象,以其竞争战略优化研究为课题,首先对发展战略的相关概念和理论进行界定,之后利用PEST、五力模型、V RIO模型等工具对西里视频所面临的环境及自身优劣势进行了详细剖析,通过对西里视频的基本情况、内部能力与资源、外部机会与优势等进行分析和评价,分析西里视频目前面临的外部机会威胁与内部优势与劣势,并通过问卷调查结合层次分析法确认相关指标的权重,应用QSPM矩阵量化筛选,选出最符合西里视频科技有限公司未来发展需要的竞争战略,在借鉴国内外网络视频平台(尤其是哔哩哔哩视频网站平台)竞争策略经验的基础上,结合当前市场环境,针对性提出相关竞争战略优化方案,对于西里视频在市场中提升竞争能力、紧抓市场机遇、抢占发展先机具有重要的实践意义。最后,文章对西里视频科技有限公司竞争战略实施步骤进行了阐述,并从技术、制度、人才及资金等方面提出具体保障措施,利用平衡计分卡方式对竞争战略实施效果进行评价,保障公司战略落地执行。研究西里视频科技有限公司的竞争战略,可以推动企业自身发展,从而帮助企业获得可持续性的竞争优势。同时,以自身的发展为蓝本,给同行在制定竞争战略方面提供借鉴与参考,促进整个行业的良性发展。在理论研究上,在一定程度上充实和丰富差异化竞争战略在动漫视频行业的研究内容和学术成果。更多还原

【Abstract】 With the development of the economy and the improvement of people’s living standards,the demand for online entertainment is booming.As a form of online entertainment,animation video content is increasingly popular with the majority of users.Especially with the influx of users into the Internet in the Z era,animation users are showing an explosive growth trend.But at the same time,the competitive environment that enterprises are facing is becoming more and more fierce.The difficulties of homogenization,difficulty in making profits,and lack of awareness of copyright constantly threaten the development of enterprises;Especially for small and micro animation video platforms,the competitive strategy of enterprises is often vague.Therefore,on the premise of understanding the background and environment of the industry,it is particularly important for enterprises to formulate a competitive strategy that can bring competitive advantages to enterprises.This paper takes Xili Video Technology Co.,Ltd.as the research object and its competitive strategy optimization research as the subject.Firstly,it defines the relevant concepts and theories of the development strategy.Then,it uses PEST,Michael Porter’s Five Forces Model,VRIO Model and other tools to analyze the environment Xili Video is facing and its own advantages and disadvantages in detail.From the four directions of product competition strategy,user competition strategy,service competition strategy and channel competition strategy,find out the problem and the cause of the problem,and confirm the weight of related indicators through questionnaire survey and analytic hierarchy process,apply QSPM matrix quantitative screening,select the most in line with the future development of Xili video Technology Co.,LTD.On the basis of learning from the competitive strategy experience of domestic and foreign online video platforms(especially Bilibili)and combining with the current market environment,the relevant competitive strategy optimization plan isput forward,which has important practical significance for Xili Video to enhance its competitive ability in the market,grasp the market opportunities and seize the development opportunities.Finally,the article describes a strategic plan for Xili Video Technology Co.,LTD.,which involves proposing safeguard measures for technology,system,talent,and capital aspects,as well as evaluating the implementation of the overall strategy using a balanced scorecard.The purpose of this approach is to ensure the company’s strategy is executed successfully.By optimizing the competitive strategy of Xili Video Technology Co.,LTD.,this paper,on the one hand,it can promote the development of the enterprise itself through this strategy,thus helping the enterprise to obtain sustainable competitive advantages.At the same time,it can provide reference and reference for peers in formulating competitive strategies and promote the healthy development of the whole industry based on its own development;On the other hand,this study also theoretically enriched and enriched the research content and academic achievements of differentiated competitive strategy in the online video industry,especially in the animation video industry.更多还原