《中国电脑教育报》经营模式变革研究
发布时间：2018-10-21 13:33
【摘要】： 经营模式,简而言之,即一个企业如何赚钱的方式。作为一个已经有了数百年历史的产业,报纸“发行+广告”的“二次销售”的经营模式最早发轫于西方,并在之后逐渐发展和完善。从上世纪80年代初开始,这一经营理念开始传到中国,并随着IT报纸、都市报和财经类报纸的发展而发扬光大。但本世纪以来,随着互联网在全球的迅猛发展,中外报纸的传统经营模式在不同程度上均面临着严峻的挑战。特别是以IT报纸为代表的,经营严重依赖于某个行业的报纸,受到的冲击更大。 随着互联网在全球的深入发展,报纸的数字化这一最终目标和结果已经成为了业内共识,只是如何通过报纸经营模式的变革,实现数字化转型,还处在百家争鸣的阶段。目前,在研究和实践层面,按渐近到激进的思路不同,主要有以下几个流派:有的主张报纸上网、收费阅读;有的主张发展手机报和数字报,从移动增值中获益;有的主张扎根行业,大力发展活动营销;还有的主张放弃纸介质,彻底改做互联网站等等,而且每条思路都有成功的经验和失败的教训可循。具体参考哪条思路,实现一份具体报纸经营模式的变革,更重要的在于具体问题具体分析。 本文试图从《中国电脑教育报》第一手的财务数据和其他真实资料出发,深入分析其现行经营模式、主营业务,主要成本和经营现状,从中找出现有经营模式的问题所在。同时,综合考虑IT媒体面临的产业市场景气度低迷、互联网媒体来势汹汹等外部原因,结合报纸内部存在的经营机制、管理体制和激励机制等内因,试图挖掘经营模式问题背后的深层原因。在综合分析的基础上,笔者借鉴国内外其他IT媒体经营模式转型和变革的实例,提出了《中国电脑教育报》新经营模式应遵循的指导思想和原则,设计了一个包含核心数据层、内容累积层、产品模块层、需求对接层和整合营销层五层架构的多产品多平台联动经营模型,希望能以此为蓝本,实现《中国电脑教育报》经营模式的变革。
[Abstract]:Business model, in short, the way an enterprise makes money. As an industry with a history of hundreds of years, the management mode of "secondary sale" of newspaper "issuing advertisement" originated in the west and developed and perfected gradually. Since the beginning of the 1980s, this management concept has spread to China, and has developed along with the development of IT newspaper, city newspaper and financial newspaper. However, with the rapid development of the Internet in the world since this century, the traditional management mode of Chinese and foreign newspapers is facing severe challenges in varying degrees. Especially the IT newspaper, which is heavily dependent on a certain industry, has been hit harder. With the further development of the Internet in the world, the ultimate goal and result of newspaper digitization has become the consensus of the industry, but how to realize the digitization transformation through the reform of newspaper management mode is still in the stage of a hundred schools of thought contending. At present, at the research and practice level, according to the progressive to radical thinking, there are mainly the following schools: some advocate newspapers online, charge to read, some advocate the development of mobile newspapers and digital newspapers to benefit from mobile value-added; Some advocate to take root in the industry, vigorously develop marketing activities; others advocate giving up paper media, thoroughly changing to Internet sites, and so on, and each train of thought has successful experience and failure lessons to follow. Referring to which train of thought, it is more important to analyze the concrete problems in order to realize the reform of the management mode of a specific newspaper. Based on the firsthand financial data and other real data of China computer Education News, this paper attempts to analyze its current business model, main business, main cost and current management situation, and find out the problems that exist in the business model. At the same time, considering comprehensively the external reasons such as the low industrial market climate faced by the IT media and the aggressive Internet media, combined with the internal management mechanism, management system and incentive mechanism of the newspaper, and so on, Try to excavate the deep reason behind the problem of business model. On the basis of comprehensive analysis, the author draws lessons from other examples of transformation and transformation of IT media management mode at home and abroad, puts forward the guiding ideology and principles that should be followed in the new business model of China computer Education News, and designs a core data layer. The content accumulation layer, the product module layer, the demand docking layer and the integrated marketing layer are five layers of multi-product and multi-platform linkage management model. It is hoped that this model can be used as a blueprint to realize the reform of the management mode of China computer Education News.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G239.2-F
本文编号：2285228
[Abstract]:Business model, in short, the way an enterprise makes money. As an industry with a history of hundreds of years, the management mode of "secondary sale" of newspaper "issuing advertisement" originated in the west and developed and perfected gradually. Since the beginning of the 1980s, this management concept has spread to China, and has developed along with the development of IT newspaper, city newspaper and financial newspaper. However, with the rapid development of the Internet in the world since this century, the traditional management mode of Chinese and foreign newspapers is facing severe challenges in varying degrees. Especially the IT newspaper, which is heavily dependent on a certain industry, has been hit harder. With the further development of the Internet in the world, the ultimate goal and result of newspaper digitization has become the consensus of the industry, but how to realize the digitization transformation through the reform of newspaper management mode is still in the stage of a hundred schools of thought contending. At present, at the research and practice level, according to the progressive to radical thinking, there are mainly the following schools: some advocate newspapers online, charge to read, some advocate the development of mobile newspapers and digital newspapers to benefit from mobile value-added; Some advocate to take root in the industry, vigorously develop marketing activities; others advocate giving up paper media, thoroughly changing to Internet sites, and so on, and each train of thought has successful experience and failure lessons to follow. Referring to which train of thought, it is more important to analyze the concrete problems in order to realize the reform of the management mode of a specific newspaper. Based on the firsthand financial data and other real data of China computer Education News, this paper attempts to analyze its current business model, main business, main cost and current management situation, and find out the problems that exist in the business model. At the same time, considering comprehensively the external reasons such as the low industrial market climate faced by the IT media and the aggressive Internet media, combined with the internal management mechanism, management system and incentive mechanism of the newspaper, and so on, Try to excavate the deep reason behind the problem of business model. On the basis of comprehensive analysis, the author draws lessons from other examples of transformation and transformation of IT media management mode at home and abroad, puts forward the guiding ideology and principles that should be followed in the new business model of China computer Education News, and designs a core data layer. The content accumulation layer, the product module layer, the demand docking layer and the integrated marketing layer are five layers of multi-product and multi-platform linkage management model. It is hoped that this model can be used as a blueprint to realize the reform of the management mode of China computer Education News.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G239.2-F
【共引文献】
相关硕士学位论文 前4条
1 薛建宇;我国投资银行盈利模式研究[D];广西师范大学;2006年
2 范选伟;论受众的“使用与不满”及对策[D];郑州大学;2007年
3 陈宝生;湖南省电信公司业务拓展策略研究[D];中南大学;2007年
4 侯婧;陕西电视台都市青春频道运营管理研究[D];西北大学;2008年
，本文编号：2285228
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