传媒创业过程中的机会识别

发布时间：2018-05-03 10:54

  本文选题：传媒创业 + 创业机会　； 参考：《现代传播(中国传媒大学学报)》2017年10期

【摘要】：创业活动中的机会识别,是创业研究的核心问题。本文引入机会识别的理论框架,对于当下十分活跃的传媒创业现象进行考察,并提出传媒创业项目的机会识别应该从市场需求、竞争环境、团队优势、商业价值四个维度展开评估。具体而言,传媒创业者首先应该对创业机会进行一般性评估,特别是对创业机会所处的目标市场的市场需求和外部竞争环境进行分析。在此基础上,创业者需要转向更为个体化的机会识别匹配过程,评估自己的团队优势与该创业机会的契合程度。此外,传媒创业者还应评估创业机会的商业价值,即触及受众的高频次使用的需求,并具备在特定领域规模化发展和后续盈利的潜力。
[Abstract]:The identification of opportunities in entrepreneurial activities is the core issue of entrepreneurial research. This paper introduces the theoretical framework of opportunity identification to investigate the current very active phenomenon of media entrepreneurship, and points out that the opportunity identification of media entrepreneurship projects should be based on market demand, competitive environment, team advantage. Four dimensions of commercial value are evaluated. Specifically, media entrepreneurs should first make a general assessment of entrepreneurial opportunities, especially the market demand and external competitive environment of the target market for entrepreneurial opportunities. On this basis, entrepreneurs need to shift to a more individualized process of identifying and matching opportunities to assess the degree of alignment between their team strengths and the entrepreneurial opportunities. In addition, media entrepreneurs should assess the commercial value of entrepreneurial opportunities, that is, the need to reach the audience for high frequency use, and have the potential to scale development and subsequent profitability in specific areas.
【作者单位】： 清华大学新闻与传播学院;
【基金】：北京市哲学社会科学规划项目“传媒创新创业的理论与实践研究”(项目编号:16XCB010) 清华大学自主科研计划文科专项“传媒创新与创业研究”(项目编号:2015THZWYX14)的研究成果
【分类号】：G206-F
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本文编号：1838215