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浅析维亚康姆的成功之道


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【摘要】

浅析维亚康姆的成功之道

21世纪是一个多媒体信息化的时代,经济全球化的商业精神已经渗透到了媒介的各个领域。20世纪60年代以来,西方传媒业出现了一批传媒界的巨头公司,如维亚康姆、新闻集团、美国在线-时代华纳、迪士尼、贝塔斯曼等。法国《外界世界》月刊主编拉莫内指出:今天,媒体巨头已经一跃成为继经济力量之后的世界第二大支配力量,政治力量退居第三位,必须服从于经济和媒体。可见传媒业在全球发展中的地位举足轻重。本文以跨国传媒巨头之一的维亚康姆集团作为研究对象,在此文中研究了维亚康姆的经营策略,作为一个通过不断收购现有媒体公司而建立的独特的媒体业务实体公司。其功的经验与经营理念,对中国传媒具有一定的借鉴意义。

关键词:经济全球化;跨国传媒;维亚康姆;经营策略
   Abstract
       In the 21st century, an era of multimedia information, commercial spirit of economic globalization has penetrated into all areas of the media. Since the 1960s, there appear a number of Western Media Industry Giants, such as Viacom, News Corporation, AOL Time Warner, Walt Disney, Bertelsmann and so on. Mr. Lamone, the chief editor of French magazine “Outside world”, pointed out that: Today, Media Giant has become the second largest dominant force of the world after the economic power. Political power in the third place must be subject to the economy and the media. It is obvious that the media industry plays an important role in global development. The article is a case study analyzing the business strategy of Viacom, a unique media business entity that has been built through the steady acquisition of existing media companies. Its successful experience and business philosophy will provide some inspiration for Chinese Media Industry alike.

Key Words: economic globalization; transnational media; Viacom;
   business strategy

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