| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-19页 |
| Chapter 1 INTRODUCTION | 第19-27页 |
| 1.1 Research Background | 第19-21页 |
| 1.2 Purpose and Significance | 第21-23页 |
| 1.2.1 Main Purpose | 第21-22页 |
| 1.2.2 Research Significance | 第22-23页 |
| 1.3 Research methods | 第23-24页 |
| 1.4 Research Content and Research Framework | 第24-27页 |
| 1.4.1 Research Content | 第24-25页 |
| 1.4.2 The Research Framework | 第25-27页 |
| Chapter 2 LITERATURE REVIEW | 第27-34页 |
| 2.1 The Research of the Status Quo of Traditional Media Industry | 第27-29页 |
| 2.2 The Research of the Innovative Business Model | 第29-31页 |
| 2.3 The Research of the Influential Factors on the Traditional Media in theInformation Era | 第31-34页 |
| Chapter 3 CASE DESCRIPTION | 第34-41页 |
| 3.1 The Development Situation of 21st Company | 第34-36页 |
| 3.1.1 Main Services | 第34-35页 |
| 3.1.2 Operation Strategies | 第35-36页 |
| 3.2 The Mission of 21st Company | 第36页 |
| 3.3 The New Challenges Confronted by 21st Company in the InformationEra | 第36-38页 |
| 3.3.1 The Government’s Supervision on Traditional Media Will Be MuchMore Severe | 第36-37页 |
| 3.3.2 The Reform of Cultural System and Related Policies LacksOperability on the Implementation Level | 第37页 |
| 3.3.3 The Big Decline of the Growth Rate of Macro Economy Influencedthe Company’s Advertisement Injecting | 第37-38页 |
| 3.4 The Problems Confronted By 21st Company in its Practice of InnovativeBusiness Mode | 第38-41页 |
| 3.4.1 The Factors that Influence the Growth of China’s Traditional MediaMarket Will Continue to Exist | 第38页 |
| 3.4.2 The Sales Mode of TV Media Remains a Strong Seller’s Market | 第38-39页 |
| 3.4.3 The Duration of Chinese Newspaper Industry’s Mature Phase MayBe Longer than Expected | 第39-41页 |
| Chapter 4 CASE ANALYSIS | 第41-48页 |
| 4.1 The Analysis of the Advantages and Disadvantages of the CurrentInnovative Business Mode | 第41-42页 |
| 4.1.1 Strength | 第41页 |
| 4.1.2 Weakness | 第41页 |
| 4.1.3 Opportunities | 第41-42页 |
| 4.1.4 Threats | 第42页 |
| 4.2 The Existing Problems and Reasons behind the Current InnovativeBusiness Model | 第42-44页 |
| 4.2.1 The Dire Competitive Environment | 第42-43页 |
| 4.2.2 The Saturation of Market Capacity | 第43页 |
| 4.2.3 The Narrow Profit Model | 第43-44页 |
| 4.2.4 The Challenges from Digitalization and Mobile Terminals | 第44页 |
| 4.3 The Analysis of Other Optional Innovative Modes | 第44-48页 |
| 4.3.1 The Advantages of Capitalized Operational Mode and Small-GroupProject Mode | 第44-45页 |
| 4.3.2 The Advantages of a Diversified Operational Model and anAll-Media Transformation | 第45-46页 |
| 4.3.3 The Value Chain Operational Mode and the Advantages of MarketValue Restructuring | 第46-48页 |
| Chapter 5 THE SUGGESTIONS ON THE OPTIMIZATION OF 21stMEDIA’S INNOVATIVE MODEL | 第48-63页 |
| 5.1 Amoeba-Capitalization Mode of 21~(st) Media | 第48页 |
| 5.2 The Suggestions on the Optimization of Amoeba-Capitalization Mode | 第48-54页 |
| 5.2.1 To Conduct New Business Merger and Acquisition | 第49页 |
| 5.2.2 Stripping Off the Business Units That Are Poorly Operated or NoLonger Suitable | 第49-50页 |
| 5.2.3 Reorganize the Combination of Businesses | 第50-51页 |
| 5.2.4 The Retrenchment Strategy of a Diversified Business | 第51-52页 |
| 5.2.5 Pursue and Develop Multinational Diversity | 第52-53页 |
| 5.2.6 Conduct Liquidation of those Slipping Businesses that Have FairlyLittle Transformation Potential | 第53-54页 |
| 5.3 The Other Suggestions on the Optimization of 21st Media’s Management | 第54-63页 |
| 5.3.1 To Establish a Standardized Incentive Mechanism | 第54-56页 |
| 5.3.1.1 The Reward System of the Incentive Mechanism | 第54页 |
| 5.3.1.2 The Incentive Mechanism of Work Design | 第54-55页 |
| 5.3.1.3 The Cultural Incentive Mechanism of the Company | 第55-56页 |
| 5.3.2 Try to Introduce External Capital to its Projects | 第56-57页 |
| 5.3.2.1 The Transformation from Scale Attraction of Capital to EfficientAttraction of Capital | 第56页 |
| 5.3.2.2 Set up a Scientific Concept of Political Achievements andRegulate Business Introduction and Capital Attraction | 第56-57页 |
| 5.3.2.3 To Improve the Way of Attracting Business and Investment | 第57页 |
| 5.3.3 Open up the Evaluation System of Capitalized Operation | 第57-58页 |
| 5.3.3.1 Social Evaluation Index | 第57-58页 |
| 5.3.3.2 Profitability Evaluation Index | 第58页 |
| 5.3.3.3 Mobility Evaluation Index | 第58页 |
| 5.3.4 Promote the Restructuring of Traditional Media Value Chain | 第58-63页 |
| 5.3.4.1 Take Control of the Value Creation Process of Basic ValueChain | 第59-60页 |
| 5.3.4.2 To Grasp the Creation Process of Extended Value Chain | 第60-61页 |
| 5.3.4.3 Grasp the Construction of Virtual Value Chain | 第61-63页 |
| Chapter 6 CONCLUSION AND PROSPECT | 第63-64页 |
| REFERENCE | 第64-65页 |
