Research On The Development Strategy Of DM Media Company

With the development of society and the progress of science and technology,the media industry has ushered in an explosive and rapid development.New media have taken advantage of the momentum,which has brought a huge impact to traditional media,the competition in the traditional media industry is unprecedentedly fierce,and the survival pressure is increasing,and it is urgent to find a way to transform and upgrade.At the same time,the media industry has both commercial and public attributes,which makes the living environment of media companies more complicated.How to achieve transformation and upgrading and sustainable development,is a problem faced by many small and medium-sized media enterprises,DM Media Company was established in September 2014 in Weifang High-tech Zone,is a media company restructured from public institutions,the main business for publicity and reporting,media operations,advertising services,film and television production,etc.,in the development process,the company is facing a single type of business,strong income source limitations,post responsibility system is not perfect and other dilemmas.The reason is that there is no perfect strategic development plan,in order to get out of the predicament as soon as possible,the company urgently needs to formulate a development strategy suitable for its own reality.According to the actual situation of DM media company,this paper formulates the development strategy suitable for its characteristics.First,it introduces the problems faced by the company in its development,makes an overall analysis of the macro environment through PEST model analysis,analyzes the company's business environment through Porter's "five forces" analysis method,and then analyzes the company's internal environment from the two aspects of resources and capabilities.Through SWOT matrix analysis,it provides reference for strategy formulation and selection,Finally,the final strategic direction of the enterprise is determined through QSPM matrix analysis.This civilization defines the mission and vision of DM media company,puts forward the strategic objectives of the company's future development,and constructs a complete development strategy system from the three levels of company level strategy,business level strategy and function level strategy,while supporting strategic implementation guarantee measures.The research conclusions of this paper can provide theoretical and practical guidance for the strategic selection,strategy formulation and implementation of DM media companies,and can also provide reference for the future development strategy choices of other small and medium-sized media companies.