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企业为了获得最大的经济效益和长期稳定的经营,以专业化经营为基础开发相关性的有潜力的产品进行多种经营,以进一步提高企业的核心竞争力。本文以广西日报传媒集团探索多元化发展战略为例,对当前传媒企业实施多元化发展战略的必要性与可行性进行分析,并对该集团建立的基于广告、印刷、发行为主业,出版、物流、文化艺术品交易等多元文化产业链和探索过程中取得的经验、启发进行了剖析,以期为国内传媒企业实施多元化发展战略提供参考。
In order to obtain the greatest economic benefits and long-term stable operation, enterprises should develop diversified businesses based on the specialized management to develop the relevant potential products so as to further enhance their core competitiveness. This paper, based on the exploration of diversified development strategy of Guangxi Daily Media Group, analyzes the necessity and feasibility of implementing diversified development strategy for media enterprises at present and analyzes the necessity and feasibility of diversified development strategy based on advertising, printing and distribution, Logistics, cultural and art trade and other cultural industries chain and explore the experience gained in the process of enlightenment were analyzed in order to domestic media companies to implement the strategy of diversification provide a reference.