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地域多元化是传媒企业进行发展与扩张的重要战略选择。本文以深沪两市14家传媒企业2009~2011年的数据为样本,采用Herfindahl指数法和K—Means聚类分析法对样本企业地域多元化水平进行测度和分类。在此基础上,分析地域多元化对企业绩效的影响程度。结果表明,实施地域多元化能够降低传媒企业的业绩波动,化解单一地域经营面临的盈利风险,而过高的地域多元化则可能降低传媒企业的成长能力,传媒企业地域多元化程度的高低要根据企业的经营目标进行权衡,这为传媒企业选择地域多元化战略提供了决策依据。
Regional diversification is an important strategic choice for the development and expansion of media enterprises. In this paper, the data of 14 media enterprises in Shenzhen and Shanghai from 2009 to 2011 are taken as samples. Herfindahl index method and K-Means clustering analysis are used to measure and classify the regional diversification of sample enterprises. Based on this, we analyze the influence degree of regional diversification on business performance. The results show that the implementation of geographical diversification can reduce the volatility of the performance of media companies to resolve the profit risks of single geographical operations, and too high geographic diversification may reduce the growth capability of media companies. The degree of geographical diversification of media enterprises should be based on Business objectives of the trade-offs, which for media companies choose regional diversification strategy provides a basis for decision-making.