我国媒体出版社竞争力研究

发布时间：2019-05-11 18:23

【摘要】：随着我国新闻出版事业的快速发展,当今媒体间的竞争形式已由原来的个体竞争演变成集团之间的规模竞争。在激烈的媒介市场竞争中,媒体或媒体集团为了延伸产业链,或是基于全方位、多元化的经营战略考虑,在旗下相继创办了出版社,媒体出版社应运而生。与一般的出版社相比,媒体出版社因背靠媒体或媒体集团,在信息资源的获取、编辑、印刷以及产品营销等方面都有着“近水楼台先得月”的优势。但由于媒体出版社当前存在管理机制不完善、图书定位不清晰和人才培育不到位等问题,导致媒体出版社资源整合效率不高,图书产品的市场竞争力不强。本文以我国媒体出版社竞争力为研究对象,采用文献分析方法和交叉研究方法在充分了解我国媒体出版社发展现状的基础上,首先界定媒体出版社竞争力的内涵,其次再系统地分析媒体出版社竞争力的形成机理,最后得出提升媒体出版社竞争力的对策。论文一共分为六个部分,第一部分是绪论,介绍了本文的研究对象、研究方法和研究的意义,并从媒体出版社与出版社竞争力两个方面总结了我国媒体出版社竞争力当前的研究现状。第二部分描述了我国媒体出版社当前的发展现状,并分析了其经营过程中存在的一些具体问题。第三部分系统论述了媒体出版社竞争力的内涵,并强调我国媒体出版社提升竞争力是应当前形势的发展需求。第四部分从竞争优势、资源配置能力和出版理念三个层面分析了媒体出版社竞争力的形成机理,得出竞争优势是媒体出版社竞争力的源泉,资源配置能力是媒体出版社竞争力的核心,而出版理念则是媒体出版社竞争力的原动力。第五部分从树立正确的出版理念、整合资源、培育跨媒体经营人才和履行社会责任四个方面总结了提升媒体出版社竞争力的对策。第六部分是结语,概括了媒体出版社当前所取得的成就和存在的问题,指出媒体出版社应根据集团提供的资源优势,结合自身的发展需求,清晰地定位图书的选题方向,围绕一个方向做出特色,从而提高市场竞争力。
[Abstract]:With the rapid development of press and publication in our country, the form of competition among media has evolved from individual competition to scale competition between groups. In the fierce competition in the media market, media or media groups in order to extend the industrial chain, or based on omni-directional, diversified business strategy considerations, in the company set up one after another publishing houses, media publishing houses emerged as the times require. Compared with the general publishing houses, the media publishing houses have the advantages of "getting near the water building to get the moon" because of relying on the media or media groups in the acquisition, editing, printing and product marketing of information resources. However, due to the imperfect management mechanism, unclear book positioning and personnel cultivation, the efficiency of resource integration of media publishing houses is not high, and the market competitiveness of book products is not strong. Taking the competitiveness of Chinese media publishing house as the research object, this paper firstly defines the connotation of the competitive power of the media publishing house by using the methods of literature analysis and cross-research, on the basis of fully understanding the present situation of the development of the media publishing house of our country. Secondly, it systematically analyzes the formation mechanism of the competitiveness of media publishing houses, and finally obtains the countermeasures to enhance the competitiveness of media publishing houses. The paper is divided into six parts. The first part is the introduction, which introduces the research object, research method and significance of this paper. The current research status of the competitiveness of media publishing houses in China is summarized from two aspects: the competitiveness of media publishing houses and the competitiveness of publishing houses. The second part describes the current development of media publishing houses in China, and analyzes some specific problems in its business process. The third part systematically discusses the connotation of the competitiveness of media publishing houses, and emphasizes that improving the competitiveness of media publishing houses in China is the development demand of the previous situation. The fourth part analyzes the formation mechanism of the competitive power of media publishing house from three aspects of competitive advantage, resource allocation ability and publishing concept, and draws the conclusion that competitive advantage is the source of the competitive power of media publishing house. The ability of resource allocation is the core of the competitiveness of media publishing houses, and the publishing concept is the driving force of the competitiveness of media publishing houses. The fifth part summarizes the countermeasures to improve the competitiveness of media publishing house from four aspects: setting up correct publishing idea, integrating resources, cultivating cross-media management talents and fulfilling social responsibility. The sixth part is the conclusion, which summarizes the achievements and existing problems of the media publishing house at present, and points out that the media publishing house should clearly locate the selected topic direction of the book according to the resource advantages provided by the group and combined with its own development needs. Around a direction to make characteristics, so as to improve the competitiveness of the market.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G231

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