产业链演化下图书出版企业投资转型研究

发布时间：2018-06-24 08:35

本文选题：图书出版产业 + 产业链演化　；参考：《中南大学》2013年博士论文

【摘要】：随着我国经济的发展,文化产业面临着难得的发展机遇。作为文化产业核心层的图书出版产业,尽管近些年发展迅速,但面对数字出版的发展趋势和产业链的演化,在发展中面临许多困境,如纸质图书产能过剩,销售额增长缓慢等。而以数字出版为代表的多媒介出版呈现快速增长趋势。基于市场和技术的变化,图书出版产业链发生了很大演化。因此,依托图书出版产业链演化的背景,从企业的投资结构、企业间竞合关系以及产业链价值分配等角度,深入系统探讨我国图书出版企业的投资转型,是一个具有重要理论和现实意义的课题。本文主要探讨在产业链演化背景下,图书出版企业所面临的投资转型问题,包括对产品、市场领域的再选择,以及产业链环节和竞争决策的变化和调整,以探求在新产业环境下企业投资转型之道。采用企业投资和经营数据,运用案例分析和实证研究相结合的方式,分析图书出版企业投资转型过程及对产业和企业发展的影响。运用产业链演化理论,采用数据分析与理论分析相结合的方式,探讨了图书出版产业链的演化。信息传播技术的演进,促使了图书出版产业的技术升级,改变了图书编辑方式和传播途径；与此同时,数字阅读的消费模式日趋成熟；产业管制逐渐放松,越来越多的产业和资本形态以各种方式参与到图书出版业的竞争；网络运营商、通信运营商和电子设备制造商等大额资本投入,使数字出版的商业模式日趋成熟、产品日趋丰富。以“编—印—发”为主要环节的传统图书出版产业链发生演化,正在向“内容制作—内容集成—媒介传播—衍生产品”方向演进,并呈现出纸质出版与数字出版并重,传播方式多元化、阅读媒介电子化、产品形式丰富化的新型图书出版产业链特征。采用灰色数学计量模型分析了图书出版产业消费势能的变化。相关数据表明,产业消费势能呈现纸质出版产能过剩,数字出版消费势能增大的态势,表明图书出版企业应该实现产品投资结构的转型。通过演化博弈模型的推导和产业链价值分配体系的分析,表明图书出版企业的竞合关系发生变化。放弃产业一体化战略,在有限产业链环节进行投资布局,是在现有资源条件下实现企业价值最大化的有效投资策略。采用统计分析和实证分析相结合的方法,对我国图书出版上市公司的投资转型和投资效果进行分析。研究发现图书出版企业在传统产业链环节的投资布局仍然是重点,在演化后的产业链环节,少数企业进行了投资转型,但是基本没有形成产能,投资转型不明显。对企业投资与产业发展的关系进行分析发现,原有产业链环节下的投资模式只能带来产能的增加,并没有迎合新的消费模式的转变,实证研究结果表明,企业的投资只能在很小程度上提升企业经营绩效。采用案例分析方法,对国内外积极实施产业链演化下投资转型的图书出版企业进行个案研究。结果表明：按照出版内容的专业属性分类原则,选择有限专业出版方向进行图书内容制作的质量优化和衍生产品开发,在数字集成和媒介传播环节采取合作开发,实施有限产业链环节的投资布局,有助于企业实现投资转型。企业投资转型成功经验的提炼,对于我国图书出版企业的投资转型具有重要的借鉴意义。
[Abstract]:With the development of China's economy, the cultural industry is facing a rare opportunity for development. As the core layer of the cultural industry, the book publishing industry has developed rapidly in recent years. But in the face of the development trend of digital publishing and the evolution of the industrial chain, there are many difficulties in the development, such as the excess capacity of paper books, the slow growth of sales and so on. Based on the changes of market and technology, the industry chain of book publishing has undergone great evolution. Based on the background of the evolution of the book and publishing industry chain, the Chinese books are systematically discussed from the perspective of the investment structure of the enterprises, the competing relations among enterprises and the distribution of the value of the industrial chain. The investment transformation of publishing enterprises is a topic of great theoretical and practical significance.
This paper mainly discusses the problem of investment transformation facing the book and publishing enterprises under the background of industrial chain evolution, including the choice of products and market areas, the change and adjustment of industry chain and competition decision, in order to explore the way of enterprise investment transformation under the new industry environment. Combined with empirical research, this paper analyzes the investment transformation process of book publishing enterprises and its impact on the development of industries and enterprises.
Using the theory of industrial chain evolution and the combination of data analysis and theoretical analysis, the evolution of the book publishing industry chain is discussed. The evolution of the information communication technology has promoted the technical upgrading of the book publishing industry and changed the way of book editing and dissemination. More and more industries and capital forms are participating in the competition of books and publishing in various ways; large amount of capital input such as network operators, communication operators and electronic equipment manufacturers has made the business model of digital publishing increasingly mature, and the products are increasingly rich. The traditional books with "printing - print" as the main link The evolution of the publishing industry chain is evolving to the direction of "content production - content integration - media spread - derivative products", and presents a new type of book publishing industry chain characterized by the importance of both paper publishing and digital publishing, diversification of communication modes, electronic reading media, and rich product form.
The change of the consumption potential of the book publishing industry is analyzed by the grey mathematical model. The related data show that the potential energy of the industrial consumption is overcapacity in paper publishing and the trend of increasing the potential energy of digital publishing. It shows that the book publishing enterprise should realize the transformation of the investment structure of the product. The analysis of value distribution system shows that the coopetition relationship of the book publishing enterprise has changed. To give up the strategy of industrial integration and to invest in the link of the limited industrial chain is an effective investment strategy to maximize the value of the enterprise under the existing resource conditions.
The method of combining statistical analysis and empirical analysis is used to analyze the investment transformation and investment effect of the Chinese book publishing companies. The research finds that the investment layout of the book publishing enterprises in the traditional industrial chain is still the key point. In the evolution of the industrial chain link, the few enterprises have made the investment transformation, but they have no shape. The relationship between investment and industry development is not obvious. The analysis of the relationship between enterprise investment and industrial development shows that the investment model under the original industrial chain can only bring the increase of production capacity, and does not cater for the change of the new consumption pattern. The empirical results show that the enterprise investment can only improve the business performance in a small degree.
Using the case analysis method, this paper makes a case study on the book and publishing enterprises which are actively carrying out the investment transformation under the industrial chain evolution at home and abroad. The results show that the quality optimization and the derivative product development of the book content production are selected according to the classification principle of the professional attributes of the publishing content, and the digital integration and media transmission are carried out in the light of the limited professional publishing direction. The cooperative development of the sowing link and the implementation of the investment layout of the limited industrial chain will help the enterprises to realize the transformation of investment. The successful experience of the enterprise investment transformation is of great significance for the investment transformation of the book publishing enterprises in China.
【学位授予单位】：中南大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：G239.2-F;F275

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