东海出版社数字化出版战略研究

发布时间：2018-03-01 22:02

本文关键词： 出版行业数字化出版战略管理　出处：《华中科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：进入新世纪，，随着出版数字技术的使用，传统出版业面临巨大的挑战。东海出版社是一家老牌国有出版社，经过20多年高速发展，目前处于产业转型关键时期。因此，研究转型期东海出版社的数字化战略具有重要的实践价值和现实意义。本文运用理论与实践相结合的研究方法，立足于东海出版社现有资源，以数字出版对从业单位提出的要求出发，分析东海出版社在数字出版行业中的优势与核心竞争力，从而解决了东海出版社进入数字出版业的切入点，有效地解决固守传统出版带来的销售和利润下滑的问题。本文首先对东海出版社内、外部环境和SWOT分析，找出东海出版社与现有数字出版企业相比的优势及核心竞争力及等解决的问题；其次，针对数字出版对从业单位的要求，确立东海出版社未来战略调整的着力点，就是采取增长型战略进行数字出版布局：保持现有纸媒出版领域的权威优势，开发市场缺少的数字化教育产品；接着，根据数字出版企业的发展特点对东海出版社未来5年数字化战略进行预测；最后，根据增长型战略目标对该战略实施的细化方案进行阐述。本文对东海出版社在转型的战略调整规划和实施方案进行探索性研究，旨在通过对东海出版社现有条件分析，找到其进入数字化出版领域的切入点，为全面推进出版数字化战略提供有力的支持与保障。
[Abstract]:In the new century, with the use of digital publishing technology, the traditional publishing industry is facing enormous challenges. Donghai Publishing House is an old state-owned publishing house, after more than 20 years of rapid development, it is now in a critical period of industrial transformation. It is of great practical value and practical significance to study the digitization strategy of Donghai Publishing House during the transition period. Based on the existing resources of the East China Sea Publishing House and the requirements of the digital publishing industry, this paper analyzes the advantages and core competitiveness of the East China Sea Publishing House in the digital publishing industry. Thus solving the breakthrough point of Donghai Publishing House entering the digital publishing industry and effectively solving the problem of sales and profit decline brought by sticking to traditional publishing. This paper first analyzes the internal and external environment and SWOT of Donghai Publishing House. Find out the advantages of Donghai Publishing House compared with the existing digital publishing enterprises and the core competitiveness and solve the problems. Secondly, in view of the requirements of the digital publishing industry, establish the focus of the future strategic adjustment of the East China Sea Publishing House. Is to adopt a growth strategy for digital publishing layout: to maintain the authoritative advantage of the existing print publishing field, and to develop digital education products that are lacking in the market; and then, According to the development characteristics of digital publishing enterprises, the paper forecasts the digitization strategy of Donghai Publishing House in the next five years. According to the growth strategic objective, the paper expounds the detailed scheme of the strategy implementation. This paper makes an exploratory study on the strategic adjustment planning and implementation plan of the East China Sea Publishing House in order to analyze the existing conditions of the East China Sea Publishing House through the analysis of the existing conditions of the East China Sea Publishing House. Find its entry point into the field of digital publishing, and provide a strong support and guarantee for the overall promotion of digital publishing strategy.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.22-F

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