湖南衛(wèi)視戰(zhàn)略研究.pdf

1、083025382m薔第五章公司內(nèi)外部資源能力分析2051基于公司資源狀況的分析20511公司資源概述20512公司的資源優(yōu)勢205l3公司的資源劣勢2452以資源和能力為基礎(chǔ)的SWOT分析25第六章湖南衛(wèi)視的現(xiàn)行戕略分析一276l基于市場和競爭對手的戰(zhàn)略定位2762戰(zhàn)略實施路徑27621行_t利潤池挖掘28622湖南衛(wèi)視內(nèi)部價值鏈的打造3l623品牌策略的實施3463湖南衛(wèi)視的戰(zhàn)略評價3663l差異化戰(zhàn)略的成功實施36632現(xiàn)行戰(zhàn)略存

2、在的不足3864_、結(jié)40第七章戰(zhàn)略回顧——湖南衛(wèi)視戰(zhàn)略地圖4l71股東價值(財務(wù)層面)4372客戶價值主張(客戶層面)4373內(nèi)部流程層面4374學(xué)習(xí)和成長層面44第八章結(jié)語和啟示45參考文獻(xiàn)46致謝47083025382腹莆湖南ⅢM地略Ⅵ究AbstractBasedonhunanTV’sinternalandexternalenvironmenttheresourcecapacitytohunansatelliteTV，thispa

3、peranalyzedthedifferentiationstrategyimplementation，thinktheTVmediaindustryprofitmodelcreatednamedsponsorshipSMSincomebusinesstour，networkincomeandnewprofitmodelintheinternalvaluechainmadeofstrongcreativeabilityinsistons

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5、heimplementationofhunansatelliteTVdifferentiationstrategychoiceiscorrecthunanTVhasbecomeChina’sleadersintheprovincialTV“Phedifferentiationstrategyselectionandsuccessfulbrandoperationstrategyisworthyofourmostcurrenthighho

6、mogeneityculturalenterprisesOfcoursehunanTVinstrategicimplementationalsoexistsomedisadvantagesincludingthecontentsofadvertisementsandtimeanangementisnotrational，progranmlemanufacturingculturecolulotafionandlackcompetifi、

7、|eadvantagebutpersistent，etcTherefore，thenextstepofhunansatelliteTV，strategicimplementationshouldbemorespecificclearlypositioningimproveitsditTerentiationstrategyoftheoperatingactivitiesPeiChendegreeAsprofessorpollersaid

8、：“PeiChenstrategyasalinkedchainwillbeimitators。。Specificperformanceonadvertisingshouldchooseandtheiraudienceandbrandimagematchingenterprise，inthecontentsofadvertisementsshouldbemadetoimprovethequalityoftheproductionadver

9、tisingandniceinadvertisingontheacceptablepsychologicaltimeIntheproductionoftheprogramtoincreasethecultureconnotationandpromoteChina’straditionalcultureespecially‘。home“and”harmonious“culturalconnotationofcultureclosetoth

10、eaudiencepsychologicaloremotional，createsustainablecompetitiveadvantageInthebasisoftheanalysisonstrategicplanningofourcurrenthtmansatelliteTVisoptimizedstrategyUsingStrategymaps(Map)toolsfrombusinesses，financial，customer