中国大学出版社发展战略选择的案例研究

发布时间：2018-11-05 08:19

【摘要】：在当前图书市场竞争日益加剧、出版体制改革全面推行的背景下,中国大学出版社的外部环境发生了深刻变化。在新的转制环境下如何改变旧有的运行机制,适应新的发展形势,是当前很多大学出版社在发展中急需探讨和解决的问题。这类课题目前国内的相关研究相对较少,基于个案研究的也不多。本文旨在吸收、借鉴国内外关于战略管理的现有研究基础上,以个案研究的形式,探讨中国大学出版社由事业单位转制为企业单位后的战略分析与战略选择问题。以H大学出版社为例,以小见大,对当前中国大学出版社的发展进行战略分析,对于变革时期中小规模的大学出版社进行战略决策有着重要意义。本文运用战略管理的研究框架。首先,从分析H大学出版社的外部环境入手,运用PEST分析方法和波特五种竞争力模型,分析梳理对H大学出版社发展产生影响的外部因素,揭示出H大学出版社面临的机会与威胁。其次,对H大学出版社的内部环境进行了具体分析,找出其内部存在的优势和劣势因素;然后在此基础上,运用SWOT矩阵分析方法,将各因素进行匹配;分析得出H大学出版社正面临着较好的战略选择时机,但是该社的总体实力不足决定了它不能走外延式的发展道路,而是要走内涵式发展道路,集中有限的资源开拓重点领域,形成出版特色。再次,结合该社自身特点和其他大学出版社转制及战略发展的经验,确定了适应H大学出版社当前发展要求的两种备选战略:集中型专业出版战略、分散型专业出版战略。最后,围绕备选发展战略的要求,从产品结构、市场布局、品牌经营、营销体系等方面给出调整建议。笔者认为,H大学出版社加快转制进程、促进战略发展的有效措施应包含以下几点内容:明确基本政策、积极转变观念;建立法人治理结构、扎实推进转制改革;完善管理体制与组织架构;处理好职工与出版社的关系,建立科学的激励机制;推进出版社信息化建设;加强企业文化建设。
[Abstract]:Under the background of the increasing competition in the book market and the comprehensive implementation of the publishing system reform, the external environment of China University Press has undergone profound changes. How to change the old operating mechanism and adapt to the new development situation in the new system environment is an urgent problem that many university publishers need to discuss and solve in the development. At present, there are few related researches in China and few based on case studies. The purpose of this paper is to absorb and draw lessons from the existing research on strategic management at home and abroad, and to discuss the strategic analysis and strategic choice of China University Press after its transformation from public institution to enterprise unit in the form of case study. Taking H University Press as an example, it is of great significance for small and medium-sized university publishing houses to make strategic decisions during the period of transformation. This paper uses the framework of strategic management. First of all, starting with the analysis of the external environment of H University Press, using the PEST analysis method and Porter's five competitiveness models, this paper analyzes the external factors that affect the development of H University Press. It reveals the opportunities and threats faced by H University Press. Secondly, the internal environment of H University Press is analyzed in detail to find out the internal advantages and disadvantages, and then the SWOT matrix analysis method is used to match each factor. The analysis shows that H University Press is facing a better opportunity of strategic choice. However, the lack of overall strength of H University Press determines that it cannot take the development road of denotation, but it should take the implicit way of development and concentrate limited resources to open up key areas. Form a publishing feature. Thirdly, according to its own characteristics and the experience of other university publishing houses' system transformation and strategic development, this paper determines two kinds of alternative strategies to meet the needs of H University Press: centralized professional publishing strategy and decentralized professional publishing strategy. Finally, according to the requirements of alternative development strategy, some suggestions are given in terms of product structure, market layout, brand management, marketing system and so on. The author believes that the effective measures to accelerate the process of system transformation and promote the strategic development of H University Press should include the following contents: defining the basic policy, actively changing the concept, establishing the corporate governance structure, and promoting the reform of the transformation system in a down-to-earth manner; Improve the management system and organizational structure, handle the relationship between the staff and the publishing house, establish a scientific incentive mechanism, promote the information construction of the publishing house, and strengthen the construction of enterprise culture.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G239.22-F

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