我国报业企业的运作管理研究

发布时间：2018-06-06 20:29

本文选题：报业企业 + 运作管理　；参考：《厦门大学》2009年硕士论文

【摘要】： 中国的报业企业,已成为中国市场经济主体的重要组成部分,然而,多数时候,我们总以意识形态的角度来认知它们,而没有将它们放在市场主体以及运作管理的基础地位上来对待。中国的报业企业不仅仅是新闻传播媒体,它们在本质上更是企业主体,需要在实践中面对诸多的企业管理问题。本文中,作者从企业运作管理的角度,对当前中国报业企业的主要管理问题包括采编、广告、发行、印刷等进行一一剖析,尝试建立中国报业企业运作管理的理论框架。在此基础上,作者提出了评价报业企业运作管理绩效的简明指标体系,并以福建省泉州晚报社为案例,对其运作管理进行整体评价、分析并提出改进意见。作者的观点是,不论中国报业企业的运作竞争重点,或着眼于党报的权威性与稳定性,或着眼于市民报的低成本与迅捷化,或着眼于行业报的专业化与服务性等等。在运作管理过程中,它们都要完成采编、广告、印刷与发行四大流程,从而将一份完整的报纸送抵最终消费者即读者。作者提出,报纸的产品设计包括了新闻纸的材质、外观以及新闻报道本身等,而报纸的工艺类型兼具了制造业与服务业的双重性质。在报纸的采编与印刷流程中,新闻纸、油墨、记者编辑的智力资源以及印务人员的劳动等成为了输入品,而一份图文并茂、承载新闻报道与各种信息的报纸就是其输出品;在报纸的广告与发行流程中,尽管报纸本身并没有发生多大改变,但是发行实现了报纸的第一次销售,而广告实现了报纸的第二次销售,从而使报纸的商业价值大大超出其制造成本。
[Abstract]:Chinese newspaper enterprises have become an important part of the main body of China's market economy. However, most of the time, we always recognize them from an ideological point of view. Chinese newspaper enterprises are not only the media of news but also the main body of enterprises in essence. They need to face a lot of problems of enterprise management in practice. In this paper, from the point of view of enterprise operation and management, the author analyzes the main management problems of Chinese newspaper enterprises, including editing, advertising, distribution and printing, and tries to establish a theoretical framework for the operation and management of Chinese newspaper enterprises. On this basis, the author puts forward a concise index system to evaluate the performance of newspaper enterprises' operation and management, and takes Quanzhou Evening News Company of Fujian Province as an example, evaluates its operation management as a whole, analyzes and puts forward some suggestions for improvement. No matter the operation competition focus of Chinese newspaper enterprises, or the authority and stability of the party newspaper, the low cost and quickness of the citizen newspaper, or the specialization and service of the industry newspaper, etc. In the course of operation and management, they all have to complete the four major processes of collecting and editing, advertising, printing and distributing, so as to send a complete newspaper to the final consumer, that is, the reader. The author suggests that the product design of the newspaper includes the material of newsprint. The appearance and the news report itself, while the craft type of the newspaper has the dual nature of the manufacturing and service industries. In the process of newspaper collection and printing, newsprint, ink, the intellectual resources of journalist editor and the labor of printing staff become the input, and a newspaper that carries news reports and all kinds of information is its output. In the process of advertising and distribution of newspapers, although the newspaper itself has not changed much, the distribution has achieved the first sale of the newspaper, and the advertisement has achieved the second sale of the newspaper. As a result, the commercial value of newspapers far exceeds their manufacturing costs.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G219.2-F

【引证文献】