中国科学技术大学
MBA硕士研究生学位论文
安徽卫视媒体发展战略研究
二OO八年九月
摘 要
中国电视媒体经过以节目宣传为本位的粗放式,机关型事业单位的管理模式,向以市场和宣传为本位的科学化,企业化方向转型,中国电视正在集团化改革的推动下,积极尝试产业经营的新路子,但电视作为一个特殊的内容产品,承载着双重属性,同时承担了政策风险和市场风险,要做强做大,要真正成为具有市场竞争力的强势实体,仍然有很大的风险和难度.
安徽卫视从1997年上星以来,怀着敢为天下先的勇气,向电视媒体营销界发起了革命性的开拓之举,从资源,产品,定位,营销等方面一个又一个大胆的尝试铸就了成功的印记,成就了长达十年的媒体领跑者形象,"安徽卫视现象"誉满全国,"广告淮军"也以专业化的形象成为了全国电视营销精英中最有特色的一支队伍.
本文通过波特五力模型和SWOT等科学分析工具分析安徽卫视的外部环境和内部环境,希望以科学化的战略管理思维来剖析中国媒体行业以及安徽卫视这些年来的战略发展之路,揭示战略管理的重要性和正确性;本文也尝试从安徽卫视目前的不足着手,提出安徽卫视将来的发展战略方向和具体的战略实施环节,指出安徽卫视的品牌建设是未来的重中之重.
本文分为五章,第一章是引言,概述论文分析的背景及意义;第二章是安徽卫视的外部环境分析;第三章是安徽卫视的内部环境分析;第四章是安徽卫视未来发展战略抉择;第五章是结束语.
关键词:安徽卫视 发展战略 品牌建设
Abstract
Chinese TV programs to the media after the extensive publicity-oriented style, organs and institutions of management models to the market and publicity-based scientific and commercial direction of restructuring, China Television Group is the reform of the promotion, actively trying to industry New ways of operating, but television as a special content products, carrying a dual nature, as well as the policy risks and market risks, make-do, to really become a strong market competitiveness of the entities, there are still a lot of Risks and difficulties.
Anhui TV stars from 1997 on, with敢为天下先courage, to the television media marketing sector launched a revolutionary pioneering move from the resources, products, positioning, marketing and other areas one after another bold attempt to cast a Success of the mark, the achievements of the decade-long media leader image, "Anhui TV phenomenon," Yu man the whole country, "ad Huaijun" to become a professional image of a national television marketing in the most elite characteristics of a team .
Through five of Porter's model and SWOT analysis tools, and other scientific analysis of Anhui TV external environment and internal environment, hope to the strategic management of scientific thinking to analyze China's media industry and Anhui TV all these years of strategic development, strategic management revealed The importance and validity of this paper has tried to Anhui TV from the current less than proceed to the future development of Anhui TV strategic direction and specific implementation of the strategy session, said the Anhui TV brand building is the most important task in the future.

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