YM文化公司创业期发展战略研究

发布时间：2018-01-17 19:33

本文关键词：YM文化公司创业期发展战略研究　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来,随着我国互联网和移动互联网行业飞速发展,基于互联网与移动互联网的粉丝经济泛娱乐也正在被人们越来越看好。泛娱乐行业一般是根据对IP进行衍生,围绕IP为核心的各种拓展形式,而小众文化因为其独有的文化特征,自带强烈的用户黏性和IP属性,必然是以IP和粉丝为王的泛娱乐行业的一个巨大引爆点。二次元文化作为近些年来小众文化的典型,针对二次元人群的创业今年开始逐渐出现火热的势头。YM文化公司是针对互联网二次元亚文化领域的创业公司,成立于2016年12月,因为创业过程有很强的不稳定性也有很大的风险,如果想要在复杂的环境下的创业取得更高的成功概率,对公司的创业期战略进行详细的考虑是必须的。科学有规划的战略对于创业期的公司有很大的帮助,也会减少创业风险。本文主要研究新的互联网形势下针对二次元泛娱乐文化的YM文化公司在创业初期的发展战略规划。首先查阅了现有的互联网二次元市场相关研究,在各位学者研究的基础上对YM文化公司现状进行剖析,并且分析当前的文化行业与互联网行业发展现状,明确二次元泛娱乐娱乐文化公司创业可行性。通过波特五力模型和核心竞争力模型对YM文化公司的外部市场环境与自身的内部资源能力进行分析,结合以上分析再通过SWOT模型综合YM文化公司所具有的优势、劣势、机遇、挑战,进而进一步确定了 YM文化公司的创业期战略。最后,为了保障创业期的战略可以很好的落实,制定了针对组织结构、企业文化、创新激励等的战略保障方案。
[Abstract]:In recent years, with the rapid development of the Internet and mobile Internet industry in China. Fan economy based on the Internet and mobile Internet is also becoming more and more popular. Pan-entertainment industry is based on the derivation of IP, around IP as the core of various forms of expansion. Because of its unique cultural characteristics, minority culture has strong user adhesion and IP attributes. It is bound to be a huge tipping point in the pan-entertainment industry, which is dominated by IP and fans. Quadratic element culture is a typical example of minority culture in recent years. This year there is a growing momentum for the quadratic element people to start a business. YM Cultural Company is a start-up company targeting the Internet quadratic element sub-cultural field, founded in December 2016. Because the entrepreneurial process has strong instability and great risks, if you want to achieve a higher probability of success in a complex environment. It is necessary to consider the strategy of the start-up period in detail. Scientific and planned strategy is of great help to the company in the period of start-up. This paper will also reduce the risk of entrepreneurship. This paper mainly studies the strategic planning of the YM culture company aiming at quadratic element's pan-entertainment culture in the early stage of its start-up. First of all, it looks at the existing market of quadratic element on the Internet. Research. On the basis of the scholars' research, this paper analyzes the current situation of YM Culture Company, and analyzes the current development of the cultural industry and the Internet industry. Through Porter's five-force model and core competitiveness model to analyze the external market environment and its own internal resource capability of YM Culture Company. Combined with the above analysis, then through the SWOT model to synthesize the strengths, weaknesses, opportunities, challenges of YM Culture Company, and then further determine the strategy of YM Culture Company's entrepreneurial period. Finally. In order to ensure that the strategy of entrepreneurial period can be well implemented, a strategic guarantee scheme for organizational structure, corporate culture, innovation incentive and so on has been formulated.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124;F272

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