需求约束对数字出版产业的影响研究

发布时间：2018-05-24 03:30

本文选题：数字出版 + 新经济　；参考：《上海师范大学》2011年硕士论文

【摘要】：我国的出版业历史悠久。首先,早在汉朝就发明了纸,纸作为书写材料比甲骨、简牍、帛等材料要轻便而且经济多了。其次,印刷技术在北宋时期得到了发展,北宋庆历年间毕升发明的泥活字标志着活字印刷术的诞生,并成为印刷史上一次伟大的技术革命。但是,到了近代,由于技术、经济、文化等方面落后于其他国家,导致我国数字出版产业发展缓慢。在20世纪70年代国内开始采用计算机进行汉字信息处理,直到20世纪90年代,我国的一些科技出版社才相继开展数字出版业务。本文以包含需求约束的企业增长理论为基础,分别从内部和外部两个方面研究数字出版产业的现状。通过对比国内外数字出版产业指出在新经济环境特别是国内的市场经济环境下,随着高新技术的发展,我国的数字出版产业在获得快速发展的同时也受到诸多因素的影响制约,诸如技术创新落后、企业规模实力弱小、内容资源整合缺少、产权保护面临挑战及产业运营能力低等,特别是由于成本扩张使得供给过剩从而市场需求受到约束。相关理论包括马里斯的关于需求约束的阐述,即马里斯概括了需求增长和利润率之间存在着消长的关系,由于多元化扩张带来显著的成本,而这些扩张的成本降低了企业的资本回报率,因此多元化对扩大需求以及促进企业增长是十分重要的。这显然与新古典理论存在着不同。新古典理论以投资自动等于储蓄为基础,把经济增长归结为供给因素。然而,在市场经济中,随着市场由卖方市场转变为买方市场,市场上出现过剩,经济增长不再只是取决于供给,更取决于需求。尤其是新经济的出现,科技创新为企业增长带来了新的动力。马里斯认为随着企业的增长,从长期来说企业将需要更多的人力和实物资本投入,以满足对它的产出的需求增长。为了避免生产能力的闲置和过度需求,企业的高层管理人员将要花费大量的时间、精力以使不对资源的现在供求而且未来供求的增长率保持平衡。在包含需求约束的马里斯的企业增长模型中,他将产品多样化率作为一种模型的政策变量,并从供给的增长和需求的增长两个方面研究企业增长与利润率的关系。概括了需求约束的相关理论之后,回顾国内外学者对需求约束的相关研究,为下文的分析提供借鉴。然后,以前面的理论分析为基础,对我国的数字出版产业进行分析。首先,概述我国数字出版产业的发展现状,并从产业链和业务形态两个角度进行分类,指出在我国数字出版是一种新的出版模式,但是由于供给过剩导致需求约束。再次,指出数字出版产业的需求约束问题存在的原因,即企业供给过剩方面,产品多元化未形成持续增长的需求和企业规模的扩大未把潜在需求转变为现实需求；市场需求约束方面,外部方面超级环境的不可控制性限制了市场需求和广告宣传强度受制于消费者需求。关键在于产品的多元化未突破需求约束。最后,针对我国数字出版产业存在的问题,提出适当的建议即通过产品差异化策略提高产品的竞争优势、有效的合谋策略增强企业之间的竞争性互动关系和广告策略宣传企业培育持续的现实的市场需求。文章末尾对本文的国内数字出版产业进行总结,指出加强企业内部的合作,并且增强与其它企业之间的互动,才能实现利益的共享,使得企业获得更长远的发展。
[Abstract]:The publishing industry in China has a long history. First, paper was invented as early as the Han Dynasty. Paper as writing material was lighter and more economical than bones, bamboo slips and silk. Secondly, printing technology was developed in the Northern Song Dynasty. The inventions of the calligraphy in the Northern Song Qingli period marked the birth of the movable type printing and became one of the history of printing. The great technological revolution. However, in modern times, because of technical, economic, cultural and other aspects behind the other countries, the development of the digital publishing industry in China has developed slowly. In 1970s, computers were used to process the information processing of Chinese characters. Until 1990s, some science and technology publishing houses in our country have carried out the digital publishing business.
Based on the theory of enterprise growth containing demand constraints, this paper studies the status of the digital publishing industry in two aspects, both internal and external. By comparing the domestic and foreign digital publishing industry, the digital publishing industry in China is getting faster and faster with the development of new and high technology in the new economic environment, especially in the domestic market economy environment. At the same time, the rapid development is also restricted by many factors, such as backward technology innovation, weak scale of enterprise scale, lack of integration of content resources, challenges of property rights protection and low industrial operation ability, especially because of the oversupply caused by the cost expansion so that market demand is constrained. The elaboration of constraints is that Maurice summarizes the relationship between the growth of demand and the margin of profit and the significant cost of diversification, which reduces the capital return of the enterprise, so diversification is very important for expanding demand and promoting enterprise growth. The new classical theory regards economic growth as a supply factor on the basis of investment equal to saving.
However, in the market economy, with the change of the market from the seller's market to the buyer's market, there is a surplus in the market. The economic growth is not only dependent on the supply, but also depends on the demand. In particular, the emergence of the new economy has brought new impetus to the growth of the enterprise. Maris believes that as the growth of the enterprise, the enterprise will need in the long run. More human and physical capital input is needed to meet the growth in demand for its output. In order to avoid the idle and excessive demand for production capacity, high level managers will spend a lot of time to balance the supply and demand of the resources now and the growth rate of future supply and demand. In Maris, which includes demand constraints. In the enterprise growth model, he uses the product diversification rate as a model variable, and studies the relationship between the growth and the profit rate from two aspects of the growth of supply and the growth of demand.
After summarizing the related theory of demand constraints, this paper reviews the relevant research on demand constraints at home and abroad and provides reference for the following analysis. Then, based on the previous theoretical analysis, this paper analyzes the digital publishing industry in China. First, it summarizes the development status of the digital publishing industry in China, and from the industrial chain and the business form two. It is pointed out that digital publishing is a new publishing model in China, but due to the demand constraints caused by oversupply. Again, it points out the reasons for the demand constraints of the digital publishing industry, that is, the oversupply of enterprises, the lack of sustained growth in product diversification and the expansion of the scale of the enterprise. In the market demand constraints, the market demand constraints, the external super environment is not controlled by the control of the market demand and advertising intensity is subject to consumer demand. The key is that the product diversification does not break through demand constraints. Finally, in view of the problems of the digital publishing industry in China, put forward appropriate suggestions, that is, through production. The strategy of product differentiation improves the competitive advantage of the product, the effective conspiracy strategy strengthens the competitive interaction relationship between enterprises and the advertising strategy propagate enterprises to cultivate the sustainable and realistic market demand. The article concludes the domestic digital publishing industry at the end of this article, points out the cooperation within the enterprise and strengthens the enterprise with other enterprises. Only through interaction can we achieve the sharing of interests and enable enterprises to get long-term development.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2;G237.6

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