摘要近年来，随着新兴媒体的崛起、国家管制的放开、国际巨头的渗透，面对竞争日益复杂激烈的中国传媒市场，中国传媒企业要想在经济大环境不景气的背景下，抓住机会、实现蜕变，让企业在新一轮竞争中立于不败之地，如何拓展企业未来发展空间，根据自特点设计并实施合适的发展战略，是其竞争成败的关键。凤凰传媒集团作为中国传媒业的龙头企业，在传媒业转型的关键时期积极探索、敢于创新，通过加速转型升级、积极完善产业布局，实现了营业额持续高速健康增长，其发展战略值得研究。本文在阅读大量文献，搜集权威数据的基础上，通过PEST分析，了解凤凰传媒所处的政治、经济、社会、技术等外部环境；通过SWOT分析，从内部剖析凤凰传媒竞争优势、劣势以及面临的机会和威胁；通过“波特五力”模型分析凤凰传媒，从五个方面分析凤凰传媒面临的竞争形势。最后综合分析，总结了凤凰传媒发展战略目标、定位以及规划。关键词：传媒业；凤凰传媒；发展战略ABSTRACTInrecentyears,withtheriseofnewmedia,nationalregulatoryeasing,internationalgiantspenetrate,facedwithfiercecompetitioninanincreasinglycomplexmediamarketinChina,Chinesemediacompanieswanttosucceedinthecontextofsluggisheconomicenvironment,seizetheopportunity,achievetransformation,sothatenterprisesinaninvinciblepositioninthenewroundofcompetition,howtoexpandthecompany'sfuturedevelopmentspace,designandimplementsounddevelopmentstrategiesbasedonthecharacteristicsofself,itisthekeytocompetitivesuccess.PhoenixMediaGroup,astheChinesemediaindustry'sleadingenterprises,activelyexplorethemediaindustryinthecriticalperiodoftransition,innovation,byacceleratingthetransformationandupgrading,andactivelyimproveindustriallayout,achievedaturnoverofsustainedrapidandhealthygrowth,itsdevelopmentstrategyisworthstudying.Inthispaper,afterreadingalotofliterature,collectingdataonthebasisoftheauthority.ByPESTanalysis,tounderstandthePhoenixmediainwhichthepolitical,economic,social,technologicalandotherexternalenvironment;throughSWOTanalysis,analysisofthecompetitiveadvantageofPhoenixMedia,weaknesses,opportunitiesandthreatsfromtheinside;analyzedPhoenixMediaby"PorterFiveForcesModel",PhoenixMediaAnalysisfacingcompetitionfromfiveaspectsofthesituation.Finally,acomprehensiveanalysis,summarizesthePhoenixMedia’sdevelopmentofstrategicobjectives,positioningandplanning.Keywords:MediaIndustry;PhoenixMedia;Developmentstrategy目录TOC\o"1-2"\h\uHYPERLINK\l"_Toc4051"第一章绪论PAGEREF_Toc40511HYPERLINK\l"_Toc15256"1.1选题背景PAGEREF_Toc152561HYPERLINK\l"_Toc17950"1.2选题意义PAGEREF_Toc179501HY