HEP出版社数字出版业务发展战略研究

发布时间：2018-01-08 12:25

本文关键词：HEP出版社数字出版业务发展战略研究　出处：《南昌大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着互联网数字时代进程的不断深化,传统出版社几乎都选择了向数字出版业务转型之路。面对竞争更为激烈的数字化出版市场,传统出版社如何在机遇与挑战并存的市场竞争中,确立以及维护自己的竞争优势;如何选择合适的数字出版发展战略,将对出版社未来很长一段时间的发展有着至关重要的影响。因此,本文以我国教育出版界的标杆性企业——HEP出版社为例,研究其数字出版发展战略,在当下具有非常重要的意义。一方面,研究为转型后的HEP出版社自身发展探明道路,具有现实意义。另一方面,研究也为传统出版社,特别是传统教育出版社如何选择数字出版发展战略提供了很好的参考思路。本文首先运用PEST分析法、波特五力模型、SWOT分析法分析工具,对HEP出版社数字出版所处的外部环境及行业竞争进行了分析,阐明了HEP出版社数字出版当前的优势、劣势、机会、威胁。接着基于HEP出版社数字发展战略目标与定位,并结合SWOT战略矩阵方案分析,提出了HEP出版社数字出版的发展战略——增长型发展战略,其战略重点为:“多种出版模式+盈利模式”的融合;创新在线课程的数字出版;产业链前向一体化。随后,针对增长型战略提出战略实施方案。本文最后总结了主要研究、不足之处及研究展望。
[Abstract]:With the continuous deepening of the process of the digital era of the Internet, the traditional publishing house almost all chose to digital publishing business transformation of the road. In the face of more intense competition in the digital publishing market, the traditional press in the opportunities and challenges of the market competition, establish and maintain their competitive advantage; how to choose the appropriate digital publishing development strategy, will has a great influence on the development of press in the future for a long time. Therefore, based on China's education publishing enterprise benchmarking circle -- HEP press as an example, research on the development strategy of digital publishing, has very important significance in the present study. On the one hand, proven road after the transformation of HEP press development that is of practical significance. On the other hand, the research for traditional press, especially how to choose the traditional education press digital publishing development strategy provides a Good reference. In this paper, by using PEST analysis, Potter five forces model, SWOT analysis tool, the HEP press digital publishing of the external environment and industry competition are analyzed, expounded the HEP press digital publishing current advantages, disadvantages, opportunities and threats. And then target the development strategy of HEP press based on digital, and combined with the SWOT matrix analysis strategy scheme, put forward development strategy of digital publishing press HEP - growth oriented development strategy, its strategic focus is: "the integration of a variety of publishing mode + profit model"; a new online course of the digital publishing industry chain; forward integration. Then, puts forward the growth strategy implementation plan strategy. This paper summarized the main research deficiencies and research prospects.

【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G230.7

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