Research On The Development Strategy Of Xinghuan Media Co.,Ltd

Since the 21 st century,the rapid development of science and technology has promoted as developement of informatization,digitzation and intelligence.Emerging digital media products have sprung up one after another.Facing the increasingly competitive media market environment,how to break through and survive against adversity has become a major problem that every traditional media must face.As a small and medium-sized cultural media enterprise in prefecture level cities,xinghuan Media Co.,Ltd.is one of many traditional media enterprises.Due to the continuous influence of external uncertain factors in recent years,coupled with its lack of clear market development objectives and scientific feasibility strategic planning,it gradually shows a trend of weak growth.Therefore,under the background of facing new challenges and opportunities,enterprises should find a development strategy suitable for their own prospects as soon as possible,give full play to their internal and external advantages,so as to stimulate endogenous power,obtain competitive advantage and realize long-term and steady development.This paper totally focuses on the genernation background,research concent and method,theoreitcal basis and literatre review of the media industry,and combines theory and practice for provide suport to the research content of the subsequent papers.On this basis,the specific analysis of the overview,development status,existing problems and causes,secondly,the external and internal development environment,using the PEST tools and the Porter force analysis model,the macro environment;then focus on the brand resources,human resources,financial resources,and enterprise capabilities around business,organizational management and industrial chain integration.Combined with SWOT and BCG matrix two matrix analysis methods,SO,WO,ST,WT strategy and four different business units of star,cash cow,thin dog and question mark respectively,so as to provide reference for enterprise strategy selection;In the stage of development strategy planning and implementation,the overall development strategy of the company is defined first,and then strategic guarantee measures are made from the aspects of organizational structure,human resources and corporate culture.Through the specific analysis of the macro environment,industry environment and internal environment of xinghuan media company,seek the strategic measures to improve the core competitiveness of xinghuan media and meet the development requirements of the new era,seize the market share by virtue of its advantages,and finally win the ability of sustainable development for the enterprise.