A Study On The Development Strategy Of The Whole Industrial Chain Of Huayi Bros. Media Group

After the reform and opening up, China’s media industry has been experiencing the process from nothing to strong. In 2014, the total output value of China’s media industry had reached 1 trillion Yuan for the first time. In February 2015, China’s monthly sales of box-office had been reached 4.05 billion Yuan which was more than the United States’ as the first one in the world. At the same time, in China, some excellent media enterprises are in advance on and on, which are seizing the opportunities of the industrial development and the national policies, learning the advanced experience of foreign media industry, and constantly adjusting the upgrade and integration of their industrial chain in order to break through each link of the industrial chain and strengthening the comprehensive power of the enterprise. In recent years, Huayi Bros. Media Group as an outstanding private Chinese media enterprise, its rapid development has been bounding up with the improvement of the industrial chain.First of all, this thesis fully narrates the foreign and domestic related literature of strategic management and industrial chain. It uses the definitions of the media industry chain, process, significance, three kinds of extension modes and development bottlenecks as the theoretical basis of this article. Secondly, it reviews the related cases of the domestic and foreign outstanding enterprises, and analyzes the development of their industry chains. Then, through the analyses of the development strategy of Huayi Bros’ industry chain, the company’s internal and external environment, industrial environment and the industrial chain, the writer fully comprehends the overall situation and the development trend of Huayi Bros.Through the above analyses and understanding, in this thesis, relying on the industrial convergence trend, the author proposes the strategic implementation plan from the aspects of products, technology and market for its industrial convergence, which are accelerating the internal integration, removing the internal borders and barriers so that to integrate of industrial chain and realize the strategic target of the company as the “Oriental Disneyland”.