南风窗杂志社战略定位

发布时间：2018-11-02 19:17

【摘要】：改革开放后,中国期刊业迎来新一轮发展,经过了产品形成期、行业成长期和产业形成期。最近一两年,中国期刊业面临诸多困境,如意识形态管理趋紧、新媒体新技术导致的读者媒体消费习惯的变化、产业链多个环节出现疲软态势、竞争成本迅速上升等,同时,绝大多数期刊社资源与能力没有得到改善,管理粗放、人力资源匮乏、效益低下,更不利的是,当面对外部环境变化时,组织难以应对。《南风窗》创刊于1985年,目前是中国新闻类杂志发行量最大的杂志之一,其发展历程、目前的运营状况在新闻类期刊中具有普遍性和代表性。创刊以来的《南风窗》经历了两次办刊高峰期,也经历过长达9年低谷时期。回顾办刊历程,可以看出,办刊高峰期均是刊物定位明确的时期,而低谷期恰是定位模糊、飘忽不定的时期。于是,在新的市场环境和内部资源变化的前提下,对南风窗杂志社的战略定位进行研究显得十分重要。本文以战略管理理论框架为依据,结合大量一手数据、资料,运用管理学研究工具对南风窗杂志社面临的宏观环境、自身能力与资源进行研究,在宏观环境和行业环境研究的前提下,提出南风窗杂志社目前的独特资源是“庞大的订户群”,核心能力是“提供理性的观点与分析”。在结合国内外同类期刊发展战略的基础上,本文认为,南风窗杂志社应从出版单一产品的杂志社定位成为涵盖期刊出版、图书出版、信息服务、活动组织等业务的传媒集团。
[Abstract]:After reform and opening up, China's periodical industry ushered in a new round of development, after the product formation period, industry growth period and industry formation period. In the last year or two, the Chinese periodical industry has faced many difficulties, such as the tightening of ideological management, the changes in the consumer habits of readers' media caused by new media and new technologies, the weakness of many links in the industrial chain, the rapid rise in competitive costs, and so on. The vast majority of periodical agencies have not improved their resources and abilities, their management is extensive, their human resources are scarce, their benefits are low, and what's more, when facing the change of external environment, the organization is difficult to cope with. Nanfeng window, which was founded in 1985, is one of the most widely distributed magazines in China. Its development and operation are universal and representative. Since its inception, Nanfeng window has experienced two peak periods and nine-year low periods. From the review of the running process, we can see that the peak period is a period of definite positioning, while the low period is a period of vague and uncertain positioning. Therefore, under the premise of the new market environment and the change of internal resources, it is very important to study the strategic orientation of Nanfeng magazine. Based on the theoretical framework of strategic management, combined with a large number of primary data and data, this paper uses management research tools to study the macro environment, ability and resources of Nanfeng window magazine. Based on the research of macro environment and industry environment, this paper points out that the unique resource of Nanfeng window magazine is "huge subscriber group" and its core competence is "providing rational viewpoint and analysis". On the basis of the development strategy of similar periodicals at home and abroad, this paper holds that Nanfeng window magazine should become a media group covering periodical publishing, book publishing, information service, activity organization and so on from the position of publishing magazine with a single product.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.22-F

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