我国中小出版社如何实施“走出去”战略

发布时间：2018-05-12 17:43

本文选题：中小出版社 + 走出去　；参考：《重庆大学》2010年硕士论文

【摘要】： 从古至今,出版业都担负着传承悠久历史文化、传播新的科学技术等光荣的任务。信息产业的裂变式发展使得人们吸取知识的途径越来越多元化,出版业作为文化产业的一员势必会面对竞争激烈的市场。随着我国政府对实施“走出去”发展战略的日益重视,我国已有出版集团走出国门,渐渐加入到国际出版“大鳄”的队伍。我国出版社实施“走出去”发展战略会逐渐成为我国出版业发展壮大的一个重要途径。中小出版社作为我国出版业的绝大部分,涵盖了众多类型的出版社,让他们实施“走出去”发展战略对我国出版业整体实力的提高有重要意义。本论文以企业国际化经营战略和对外直接投资的相关理论为支撑,对我国中小出版社实施“走出去”战略进行研究,共包含了七个部分: 第一部分:绪论。分析了研究背景与意义、研究目的、研究内容、研究思路及方法、创新之处与拟解决的关键问题。第二部分:理论借鉴与文献述评。阐述了企业国际化经营战略和对外直接投资理论,对出版业实施“走出去”发展战略的相关文献进行了述评。第三部分:我国中小出版社现状及其实施“走出去”发展战略的内涵与意义。第四部分:我国中小出版社实施“走出去”发展现状。主要从理念、经营方式、结构、产品的目标市场和内容、机制和配套措施等五个方面对我国中小出版社实施“走出去”发展战略的现状进行了分析。第五部分:我国中小出版社实施“走出去”发展战略建立五种竞争力量分析模型。从产业内竞争者、潜在竞争者、替代品、供应者和购买者五个方面分析了我国中小出版社。第六部分:促进我国中小出版社实施“走出去”发展战略进程的对策。政府对出版业“走出去”加大支持力度;修炼好内功,提高自身实力;细分市场,实施本土化战略;打造极富个性的特色品牌;完善相关机制和配套措施。第七部分:结论。
[Abstract]:Since ancient times, the publishing industry has shouldered the glorious task of inheriting long history and culture and spreading new science and technology. With the fission development of information industry, the ways of absorbing knowledge are becoming more and more diversified, and the publishing industry, as a member of cultural industry, is bound to face the fierce competition in the market. With the increasing attention paid by our government to the implementation of the development strategy of "going out", the publishing groups in our country have gone abroad and gradually joined the ranks of the international publishing "alligators". The development strategy of "going out" will gradually become an important way for the development of China's publishing industry. As the vast majority of the publishing industry in China, small and medium-sized publishing houses cover many types of publishing houses. It is of great significance for them to carry out the development strategy of "going out" to improve the overall strength of the publishing industry in our country. This thesis is based on the theory of enterprise internationalization management strategy and foreign direct investment, and studies the implementation of "going out" strategy for small and medium-sized publishing houses in China, which consists of seven parts: Part one: introduction. The research background and significance, research purpose, research contents, research ideas and methods, innovations and key problems to be solved are analyzed. The second part: theoretical reference and literature review. This paper expounds the internationalization management strategy and the theory of foreign direct investment of enterprises, and reviews the relevant literature on the implementation of "going out" development strategy in the publishing industry. The third part: the present situation of Chinese medium and small publishing houses and the connotation and significance of carrying out the development strategy of "going out". The fourth part: China's small and medium-sized publishing houses to implement the development of "going out". This paper mainly analyzes the present situation of implementing the development strategy of "going out" by medium and small publishing houses in China from five aspects: idea, management mode, structure, target market and content of products, mechanism and supporting measures. The fifth part: five kinds of competitive force analysis models are established by implementing the development strategy of "going out" in Chinese medium and small publishing houses. This paper analyzes China's medium and small publishing houses from five aspects: industry competitors, potential competitors, substitutes, suppliers and purchasers. The sixth part: the countermeasures to promote the development process of "going out" by small and medium-sized publishing houses in China. The government should strengthen its support to the publishing industry; improve its own strength by practicing its internal work; subdividing the market and implementing its localization strategy; building a distinctive brand with its own characteristics; and perfecting the relevant mechanism and supporting measures. Part VII: conclusion.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.2-F

【引证文献】