湖南外教社图书公司竞争战略研究

发布时间：2018-03-24 16:35

本文选题：湖南外教社图书公司　切入点：中小企业　出处：《湖南大学》2012年硕士论文

【摘要】：随着我国经济社会的飞速发展，文化的产业化、市场化越来越受到党和国家的重视，将在我国新一轮经济结构调整中扮演重要角色。可以肯定，未来几年，我国文化市场必将迅速发展。因此，对于文化企业、特别是中小文化企业的研究和分析并提出相应的对策，具有十分重要的现实意义。湖南外教社图书公司是由上海外语教育出版社吸收湖南本地民间资本成立的一家图书出版和销售的企业，既具备目前众多中小文化企业的一般特点，又拥有自身的特殊性。如何在当前的形势下通过创新来确立自身的竞争优势，迅速发展、壮大自己，增强抵御风险的能力？是摆在以湖南外教社图书公司为代表的蓬勃发展的众多中小文化企业面前的一道必答题。本文首先介绍了选题的背景、意义、国内外竞争战略理论和常用的战略分析方法，然后运用“PEST”、五力模型和“SWOT”等分析工具，对湖南外教社图书公司的背景、内部资源和能力、湖南市场的经营环境、竞争现状等进行深入的分析和研究，发现了湖南外教社图书公司存在市场定位不清晰、缺乏行之有效的市场竞争战略、企业发展缺乏可持续性等问题。在分析和研究的基础上，根据企业竞争战略和相关企业管理理论，为湖南外教社图书公司选择了一套以“差异化”为核心的竞争战略，主要在物流系统、创作和出版（即生产部门）、销售网络和营销服务等开展区别于竞争对手的“差异化”战略，并制定了相应市场营销、财务、人才和风险控制策略。为保障以“差异化”为核心的竞争战略的实施，实现企业的可持续发展，，湖南外教社图书公司应进一步加强组织建设，并建立科学的绩效评价系统、完善的信息系统和创新的企业文化。
[Abstract]:With the rapid development of our country's economy and society, the industrialization of culture and the marketization of our country, it will play an important role in the new round of economic restructuring. The cultural market of our country will develop rapidly, therefore, it is of great practical significance to study and analyze the cultural enterprises, especially the small and medium-sized cultural enterprises, and put forward the corresponding countermeasures. The Hunan Foreign Teaching Service Books Company is a book publishing and marketing enterprise established by Shanghai Foreign language Education Publishing House to absorb Hunan's local folk capital. It has the general characteristics of many small and medium-sized cultural enterprises at present. With its own particularity, how to establish its own competitive advantage, develop rapidly, strengthen itself and strengthen the ability to resist risks through innovation in the current situation? It is a must-answer question in front of many small and medium-sized cultural enterprises, represented by Hunan Foreign Teaching Service Books Company. This paper first introduces the background, significance, competitive strategy theory and common strategic analysis methods at home and abroad. Then, using the tools of "PEST", "five-force model" and "SWOT", the paper analyzes the background, internal resources and capability of Hunan Foreign Teaching Service Books Company. Based on the analysis and research on the management environment and the current situation of competition in Hunan province, it is found that the book company of Hunan Foreign Teaching Service has some problems, such as unclear market orientation, lack of effective market competition strategy and lack of sustainability in the development of enterprises. On the basis of analysis and research, according to enterprise competitive strategy and related enterprise management theory, a set of competition strategy with "differentiation" as the core is selected for Hunan Foreign Teaching Service Books Company, mainly in the logistics system. Creation and publication (i.e. production department, sales network and marketing service etc.) develop "differentiation" strategy different from competitors, and formulate corresponding marketing, finance, talent and risk control strategies. In order to guarantee the implementation of the competitive strategy with "differentiation" as the core, and to realize the sustainable development of the enterprise, the book company of Hunan Foreign Teaching Service should further strengthen the organizational construction and establish a scientific performance evaluation system. Perfect information system and innovative corporate culture.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F

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