FY出版社发展战略研究

发布时间：2018-11-13 14:13

【摘要】： 出版业作为文化产业重要的组成部分,在传播人类文明,推进社会进步等方面具有不可替代的作用。长期以来,由于我国出版业受国家高度控制,市场的地域垄断性较强,产品同质化程度高。出版企业缺乏市场意识和竞争意识。我国加入WTO后,走产业化的发展道路已经成为中国出版产业发展的必然选择,政府加大了对包括出版产业在内的文化产业改革的力度,在全球性金融危机中,政府推出了《文化产业振兴规划》,占全国出版社数目70%以上的中小型出版社在短时间内被迅速推到了市场竞争的环境中,在这种大背景下,中小型出版社如何制定自己的发展战略成为了重要课题。通过本文的研究,得到如下成果：一、增长型发展战略是FY出版社最优的战略选择。二、提出了实现战略目标的基本路径。三、提出了关于战略实施活动的三个启示。四、指出了企业文化对战略实施的重要作用。本文以FY出版社作为研究个案,运用战略管理的理论方法和思想,制定出了FY出版社的发展战略,并根据发展战略确定了相应的战略实施活动。对现阶段我国中小出版企业进行战略决策有着重要意义。本文的逻辑框架主要由内外部环境分析、战略分析及战略制定、战略实施与控制三部分构成,首先使用PEST分析、五力模型、雷达图分析、CPM分析、EFE矩阵、IFE矩阵,对内外部环境进行了分析,确立了战略目标；然后使用SOWT分析和IE矩阵分析,产生了两个备择战略；进一步使用QSPM分析,确定了增长型发展战略,最后阐述了此战略的实施与控制。
[Abstract]:As an important part of cultural industry, publishing plays an irreplaceable role in spreading human civilization and promoting social progress. For a long time, the publishing industry of our country is highly controlled by the state, the market has strong regional monopoly and the degree of product homogeneity is high. The publishing enterprise lacks market consciousness and competition consciousness. After China's entry into WTO, it has become an inevitable choice for the development of China's publishing industry to take the road of industrialization. The government has stepped up the reform of the cultural industry, including the publishing industry, in the global financial crisis. The government launched the "Plan for the Revitalization of the Cultural Industry," in which small and medium-sized publishing houses, which account for more than 70% of the number of publishing houses in the country, were quickly pushed into the market competition environment in a short period of time. Against this background, The medium and small press how to formulate own development strategy has become the important topic. The main results are as follows: first, the growth strategy is the best choice for FY Publishing House. Second, put forward the basic path to achieve the strategic objectives. Third, it puts forward three enlightenments on the implementation of strategy. Fourth, it points out the important role of corporate culture in the implementation of strategy. This paper takes FY Publishing House as a case study, applies the theory and thought of strategic management, formulates the development strategy of FY Publishing House, and determines the corresponding strategic implementation activities according to the development strategy. It is of great significance for the small and medium-sized publishing enterprises to make strategic decision-making at the present stage. The logical framework of this paper is mainly composed of three parts: internal and external environment analysis, strategic analysis and strategy formulation, strategy implementation and control. Firstly, PEST analysis, five-force model, radar map analysis, CPM analysis, EFE matrix, IFE matrix are used. The internal and external environment is analyzed and the strategic goal is established. Then, using SOWT analysis and IE matrix analysis, two alternative strategies are produced. Further, QSPM analysis is used to determine the growth development strategy. Finally, the implementation and control of this strategy are expounded.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G231

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