B影視公司發展戰略研究

在過去幾年間，文化傳媒產業不斷加速前行，業內呈現出百家爭鳴的良好局面，但同時也湧現出一系列的問題，其中最突出的即為原創性和創造力的不足。一味的抄襲和模仿，只能夠在短期內獲利，忽視了智慧財產權，這一行業就難以實現長期性的穩健發展。每個從業人員都應該努力發展本土影視節目，將中華文化帶向全世界。B影視公司作為行業的參與主體之一，非常重視影視的內容，不斷尋找具有潛力的IP，在內容創新方面投入大量的精力和資源，在作品中彰顯民族元素，通過這樣的方式進行創新。縱覽整個行業，B公司的發展速度非常迅猛，但就過去幾年間暴露出各種問題，比如營業收入和利潤波動大、優勢不穩定、未來發展乏力等。在外部環境機遇和挑戰並存的情況下，B公司要恪守底線，將目光放長遠，不應聚焦於當下，擬定未來的戰略目標，結合自身的實際情況，選擇發展戰略，站在協力廠商立場上，對傳媒公司目前所面臨的問題予以剖析。本文首先整理看B公司歷年與經營發展相關的資料並對其進行分析，指出公司在發展中面臨的問題，然後結合公司發展實際情況，利用PEST和SWOT戰略分析工具，對未來戰略方向進行系統的規劃並給出具體方案，為戰略能夠順利實施提供了必須的控制措施，本文的研究能夠為B公司提供比較優越的符合公司發展的戰略措施，對行業內各企業的發展有借鑒意義。近年來，我國文化創意類產業逐漸成為了經濟增長的熱點，該行業獲得了大量的資金湧入，關注度也隨之提升，只是企業戰略管理在相關領域的研究還剛剛起步，本文將文化創意類企業作為研究物件，富有創意性，本文的研究成果為企業戰略管理研究提供了事實依據，也為當前發展勢頭正盛以影視相關企業為首的文化創意類企業的發展提供了一定程度的借鑒。在當前我國經濟“新常態”下，政府出臺眾多舉措以推動文創產業的發展。經濟下行、百姓精神需求增加，產生了更強的文化需求。在這樣的環境下，文創產業受到人們的關注，除了文化價值外，還具有較高的附加值，已成為我國經濟的新增長點，更多企業開始關注文創產業板塊，爭先佈局。但由於受到新冠肺炎的影響，聚集性活動受到了嚴格的管制，對文化傳媒帶來了巨大的影響。基於國外新冠肺炎控制失敗，防止境外輸入的巨大壓力。在這樣的大環境中，對於文化傳媒業的資本結構、戰略佈署、發展規劃方面的研究有著重要意義。

關鍵字

文化產業；戰略分析；戰略管理

並列摘要

In the past few years, the cultural media industry has been accelerating, showing a good situation in which hundreds of schools of thought contend, but at the same time, a series of problems have emerged, the most prominent of which is the lack of originality and creativity. Blindly copying and imitation can only make profits in the short term, ignoring intellectual property rights, and it is difficult for this industry to achieve long-term steady development. Every employee should strive to develop local film and television programs and bring Chinese culture to the world. As one of the participants in the industry, B film and television company attaches great importance to the content of film and television, constantly looks for potential IP, invests a lot of energy and resources in content innovation, highlights national elements in its works, and carries out innovation in this way. Looking at the whole industry, company B has developed rapidly, but it has exposed various problems in the past few years, such as large fluctuations in operating revenue and profits, unstable advantages, weak future development and so on. Under the circumstances of both opportunities and challenges in the external environment, company B should abide by the bottom line and take a long-term view. It should not focus on the present, formulate future strategic objectives, choose development strategies in combination with its own actual situation, and analyze the problems faced by the media company from the standpoint of a third party. Firstly, this paper collates and analyzes the data related to the operation and development of company B over the years, points out the problems faced by the company in its development, and then, combined with the actual development situation of the company, makes a systematic plan for the future strategic direction and gives specific plans by using pest and SWOT strategic analysis tools, so as to provide necessary control measures for the smooth implementation of the strategy, The research of this paper can provide superior strategic measures in line with the company's development for company B, and can be used for reference for the development of enterprises in the industry. In recent years, China's cultural and creative industries have gradually become the focus of economic growth. The industry has received a large influx of funds, and its attention has also increased. However, the research on enterprise strategic management in related fields has just started. This paper takes cultural and creative enterprises as the research object, which is creative, The research results of this paper not only provide a factual basis for the research of enterprise strategic management, but also provide a certain degree of reference for the development of cultural and creative enterprises led by film and television related enterprises. Under the current "new normal" of China's economy, the government has introduced many measures to promote the development of cultural and creative industries. The economic downturn and the increase of people's spiritual needs have generated stronger cultural needs. In such an environment, the cultural and creative industry has attracted people's attention. In addition to cultural value, it also has high added value. It has become a new growth point of China's economy. More enterprises begin to pay attention to the cultural and creative industry sector and compete for layout first. However, due to novel coronavirus pneumonia, the aggregation activities have been strictly controlled, which has had a great impact on cultural media. The novel coronavirus pneumonia control failure is based on the overwhelming pressure from overseas. In such an environment, it is of great significance to study the capital structure, strategic deployment and development planning of the cultural media industry.