本文關(guān)鍵詞： 出版行業(yè) 數(shù)字化出版 戰(zhàn)略管理　出處：《華中科技大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：進(jìn)入新世紀(jì)，，隨著出版數(shù)字技術(shù)的使用，傳統(tǒng)出版業(yè)面臨巨大的挑戰(zhàn)。東海出版社是一家老牌國(guó)有出版社，經(jīng)過(guò)20多年高速發(fā)展，目前處于產(chǎn)業(yè)轉(zhuǎn)型關(guān)鍵時(shí)期。因此，研究轉(zhuǎn)型期東海出版社的數(shù)字化戰(zhàn)略具有重要的實(shí)踐價(jià)值和現(xiàn)實(shí)意義。 本文運(yùn)用理論與實(shí)踐相結(jié)合的研究方法，立足于東海出版社現(xiàn)有資源，以數(shù)字出版對(duì)從業(yè)單位提出的要求出發(fā)，分析東海出版社在數(shù)字出版行業(yè)中的優(yōu)勢(shì)與核心競(jìng)爭(zhēng)力，從而解決了東海出版社進(jìn)入數(shù)字出版業(yè)的切入點(diǎn)，有效地解決固守傳統(tǒng)出版帶來(lái)的銷售和利潤(rùn)下滑的問題。本文首先對(duì)東海出版社內(nèi)、外部環(huán)境和SWOT分析，找出東海出版社與現(xiàn)有數(shù)字出版企業(yè)相比的優(yōu)勢(shì)及核心競(jìng)爭(zhēng)力及等解決的問題；其次，針對(duì)數(shù)字出版對(duì)從業(yè)單位的要求，確立東海出版社未來(lái)戰(zhàn)略調(diào)整的著力點(diǎn)，就是采取增長(zhǎng)型戰(zhàn)略進(jìn)行數(shù)字出版布局：保持現(xiàn)有紙媒出版領(lǐng)域的權(quán)威優(yōu)勢(shì)，開發(fā)市場(chǎng)缺少的數(shù)字化教育產(chǎn)品；接著，根據(jù)數(shù)字出版企業(yè)的發(fā)展特點(diǎn)對(duì)東海出版社未來(lái)5年數(shù)字化戰(zhàn)略進(jìn)行預(yù)測(cè)；最后，根據(jù)增長(zhǎng)型戰(zhàn)略目標(biāo)對(duì)該戰(zhàn)略實(shí)施的細(xì)化方案進(jìn)行闡述。本文對(duì)東海出版社在轉(zhuǎn)型的戰(zhàn)略調(diào)整規(guī)劃和實(shí)施方案進(jìn)行探索性研究，旨在通過(guò)對(duì)東海出版社現(xiàn)有條件分析，找到其進(jìn)入數(shù)字化出版領(lǐng)域的切入點(diǎn)，為全面推進(jìn)出版數(shù)字化戰(zhàn)略提供有力的支持與保障。
[Abstract]:In the new century, with the use of digital publishing technology, the traditional publishing industry is facing enormous challenges. Donghai Publishing House is an old state-owned publishing house, after more than 20 years of rapid development, it is now in a critical period of industrial transformation. It is of great practical value and practical significance to study the digitization strategy of Donghai Publishing House during the transition period. Based on the existing resources of the East China Sea Publishing House and the requirements of the digital publishing industry, this paper analyzes the advantages and core competitiveness of the East China Sea Publishing House in the digital publishing industry. Thus solving the breakthrough point of Donghai Publishing House entering the digital publishing industry and effectively solving the problem of sales and profit decline brought by sticking to traditional publishing. This paper first analyzes the internal and external environment and SWOT of Donghai Publishing House. Find out the advantages of Donghai Publishing House compared with the existing digital publishing enterprises and the core competitiveness and solve the problems. Secondly, in view of the requirements of the digital publishing industry, establish the focus of the future strategic adjustment of the East China Sea Publishing House. Is to adopt a growth strategy for digital publishing layout: to maintain the authoritative advantage of the existing print publishing field, and to develop digital education products that are lacking in the market; and then, According to the development characteristics of digital publishing enterprises, the paper forecasts the digitization strategy of Donghai Publishing House in the next five years. According to the growth strategic objective, the paper expounds the detailed scheme of the strategy implementation. This paper makes an exploratory study on the strategic adjustment planning and implementation plan of the East China Sea Publishing House in order to analyze the existing conditions of the East China Sea Publishing House through the analysis of the existing conditions of the East China Sea Publishing House. Find its entry point into the field of digital publishing, and provide a strong support and guarantee for the overall promotion of digital publishing strategy.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.22-F

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