摘 要

   随着互联网技术不断发展和媒介融合不断推进，传统纸媒遭遇了受众流失严重、广告收益急剧下滑的严重冲击，很多传统报纸媒体被迫停刊或休刊，传统媒体业态发生深刻变化，产业边界逐渐模糊，媒介融合已经成为必然趋势。在互联网等新兴技术引领下，出版传媒企业大力推进机制体制改革，不断在战略层面创新发展模式，积极探索平台化运营、并购重组、IP 开发，媒介融合、跨界发展、“互联网+”成为新常态。TYCS 公司是一家综合性文化企业集团，规模大，实力较强。但 TYCS 公司现有的发展战略无论从战略定位、布局和还是战略保障都存在一定不足，导致 TYCS 公司未能实现真正的发展，媒介融合转型升级进程已经明显落后。TYCS 公司也深刻认识到媒介融合发展的重要性和紧迫性，因此对TYCS 公司进行媒介融合背景下发展战略优化研究显得尤为必要。

   本文在阅读国内外相关文献的基础上，运用了媒介融合以及发展战略理论，借鉴了 SWOT 分析法和波特五力模型分析工具，为本文的研究奠定基础。然后对 TYCS 公司发展环境进行分析。通过分析可以看出，TYCS 公司发展中既有优势和机会，也存在劣势和威胁。优势有实行现代企业制度，公司具备治理结构、注重品牌系列打造，着力对品牌战略进行推广、集团规模已经形成，追求最大限度获得效益、群体架构，正致力于转型到新媒体和公司文化特色，人才集群；劣势为有限的经济规模与总量、盈利模式相对单一、整体市场化程度不高和人力资源结构和知识结构合理性不足；机会有纸媒发展空间巨大、资源优势集中到集团趋势显著、资本市场发展迅猛和新媒体成为产业升级的推动力；威胁则有新媒体对纸媒构成威胁、纸媒内部优势和竞争对手优势。结合 TYCS 公司的战略发展目标制定出多元化战略，通过实施多元化发展战略，能够充分发挥该公司品牌优势、产业结构优势，能够实现现有媒体价值链的最优化，也能够拓展其业务空间。为了确保制定战略的顺利实施，TYCS 公司仍需从完善人力资源管理、改革现有的集团管理体制、建立灵活的集团业务调整机制、改善经营模式和构建良好的企业文化管控五个方面加以保障。

  从研究对象看，本文把大型综合性文化企业作为媒介融合研究对象，具有一定案例分析选择的创新性；从研究角度看，本文重在探索传统出版企业媒介融合多元化经营模式发展战略，其研究成果对指导实践具有现实意义。

关键词：媒介融合 传统媒体 发展战略 TYCS 公司

Abstract

With the continuous development of Internet technology and the continuous advancement of media convergence, the traditional paper media have been severely impacted by a serious audience loss and a sharp decline in advertising revenue. Many traditional newspapers and media have been forced to stop or suspend publication, and the traditional media formats have undergone profound changes, and the industrial boundary has been gradually blurred, and media convergence has become an inevitable trend. Under the guidance of the Internet and other emerging technologies, publishing and media enterprises have vigorously promoted institutional reform, constantly innovating development models at the strategic level, and actively exploring platform-based operation, mergers and acquisitions, and IP development. Media convergence, cross-border development, and "Internet +" have become the new normal. TYCS company is a comprehensive cultural enterprise group, with a large scale and strong strength. However, the existing development strategy of TYCS company is insufficient both in the strategic positioning, layout and strategic guarantee, which leads to the failure of TYCS company to achieve real development, and the process of media integration transformation and upgrading has been obviously backward. TYCS company is also deeply aware of the importance and urgency of media integration development, so it is particularly necessary to carry out TYCS company research on the development strategy optimization under the background of media integration.

On the basis of reading the relevant literature at home and abroad, this paper defines the theory of media integration and development strategy, and puts forward the SWOT analysis method and Porter five-force model analysis tools, laying the foundation for the research of this paper. Then, the TYCS company development environment was analyzed. Through the analysis, it can be seen that TYCS company has both advantages and opportunities, disadvantages and threats in its development. Advantages have the implementation of the modern enterprise system, The companyhas a governance structure, focus on brand series building, Focus on the brand strategy promotion, the group scale has been formed, The pursuit of maximum benefits, group structure, Is committed to transforming itself to new media and corporate cultural features, Talent cluster; The disadvantages are the limited economic scale and total amount, the relatively single profit model, the low overall degree of marketization, and the insufficient rationality of the human resource structure and knowledge structure; Combine TYCS company's strategic development goals to develop a diversification strategy. Through the implementation of the diversified development strategy, the company can give full play to its brand advantages and industrial structure advantages, realize the optimization of the existing media value chain, and also expand its business space. In order to ensure the smooth implementation of the formulation strategy, TYCS company still needs to guarantee from five aspects: improving the human resource management, reforming the existing group management system, establishing a flexible group business adjustment mechanism, improving the business model and building a good corporate culture management and control.

From the perspective of research objects, this paper takes large comprehensive cultural enterprises as the research objects of media integration, which is innovative in case analysis. From the perspective of research, this paper focuses on exploring the strategic measures of media integration of traditional publishing enterprises, and its research results are of practical significance to guiding practice. However, due to the limited academic level of the author, this paper still has deficiencies in the theoretical depth and analytical expression, and the relevant analysis needs to be refined and deepened.

Key words: TYCS company; Marketing; Development strategy