【摘要】： 深圳教育報(bào)刊社是深圳報(bào)業(yè)集團(tuán)旗下的系列子報(bào)刊單位,多年來(lái),以深圳學(xué)齡青少年兒童和教育工作者為讀者對(duì)象,具有較強(qiáng)的行政色彩和事業(yè)單位特點(diǎn)。自國(guó)家新聞出版總署《關(guān)于進(jìn)一步推進(jìn)新聞出版體制改革的指導(dǎo)意見(jiàn)》的公布,深圳教育報(bào)刊社由原來(lái)具有行政色彩性質(zhì)的單位,面臨著如何適應(yīng)市場(chǎng)條件下的生產(chǎn)和經(jīng)營(yíng)規(guī)劃的問(wèn)題。 本文首先大量閱讀關(guān)于出版企業(yè)市場(chǎng)化的文獻(xiàn),在對(duì)這些文獻(xiàn)進(jìn)行整理總結(jié),了解國(guó)內(nèi)外其他出版單位成功市場(chǎng)化并取得卓越成就的經(jīng)驗(yàn)和教訓(xùn)。然后參照深圳教育報(bào)刊社的實(shí)際情況,對(duì)報(bào)刊社所處的外部環(huán)境進(jìn)行詳細(xì)分析,分析外部環(huán)境中存在的機(jī)遇和威脅,規(guī)避風(fēng)險(xiǎn),把握機(jī)遇；再接著分析深圳教育報(bào)刊社的內(nèi)部環(huán)境,充分把握?qǐng)?bào)刊社的人力資源狀況,財(cái)務(wù)資源狀況和一些無(wú)形資源的詳細(xì)情況,對(duì)比行業(yè)中其他企業(yè)找出報(bào)刊社的優(yōu)勢(shì)劣勢(shì)；最后根據(jù)環(huán)境分析得出的結(jié)論,具體分析報(bào)刊社各產(chǎn)品所處的實(shí)際競(jìng)爭(zhēng)環(huán)境,找出適合深圳教育報(bào)刊社繼續(xù)發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略,也根據(jù)報(bào)刊社目前存在的問(wèn)題,提出了戰(zhàn)略有效實(shí)施需要的保障。 本文第一章提出所要研究的問(wèn)題,盡管問(wèn)題具有特殊性,但還是屬于企業(yè)戰(zhàn)略層面的問(wèn)題；第二章回顧一下國(guó)內(nèi)外研究的文獻(xiàn),以及論述了本文中會(huì)出現(xiàn)和用到的幾個(gè)重要理論；第三章對(duì)深圳教育報(bào)刊社的內(nèi)外環(huán)境做具體分析,找出機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)；第四章對(duì)是競(jìng)爭(zhēng)戰(zhàn)略的確定,根據(jù)分析結(jié)果,做出競(jìng)爭(zhēng)戰(zhàn)略的選擇；第五章提出實(shí)施戰(zhàn)略的一些措施。
[Abstract]:Shenzhen Education Press is a series of newspapers and periodicals owned by Shenzhen newspaper Group. For many years, it takes children and educators of school age in Shenzhen as readers, and has strong administrative color and characteristics of institutions. Since the publication of the State Press and publication Administration's guiding opinion on further promoting the Reform of the Press and publication system, the Shenzhen Education and Journalism Service has been made up of units with an administrative character. Faced with how to adapt to market conditions under the production and business planning problems. In this paper, we first read a large number of literature on publishing enterprises marketization, in the collation of these documents, to understand the success of other domestic and foreign publishing units marketization and achieved outstanding experience and lessons. Then referring to the actual situation of Shenzhen educational newspaper agency, the paper analyzes the external environment of the newspaper agency in detail, analyzes the opportunities and threats existing in the external environment, avoids the risk and grasps the opportunity; Then it analyzes the internal environment of Shenzhen Education Press, fully grasps the situation of human resources, financial resources and some intangible resources, and compares other enterprises in the industry to find out the advantages and disadvantages of newspapers and periodicals. Finally, according to the conclusion of the environmental analysis, we concretely analyze the actual competitive environment in which the various products of the newspaper and periodicals are located, and find out the competitive strategy suitable for the continued development of the Shenzhen Education and Journalism Agency, and also according to the problems existing in the newspaper agencies at present. The guarantee of effective implementation of the strategy is put forward. The first chapter of this paper puts forward the question to be studied, although the problem has the particularity, but still belongs to the enterprise strategic level question; the second chapter reviews the domestic and foreign research literature, It also discusses several important theories that will appear and be used in this paper. The third chapter makes a concrete analysis of the internal and external environment of Shenzhen Education Press, and finds out the opportunities, threats, strengths and weaknesses; the fourth chapter is the determination of competitive strategy. According to the results of the analysis, to make the choice of competition strategy, chapter five puts forward some measures to implement the strategy.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：G239.2

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本文編號(hào)：2134140