【摘要】：當(dāng)前我國(guó)期刊市場(chǎng)的競(jìng)爭(zhēng)日趨激烈，伴隨著文化體制改制的鐘聲，全國(guó)各地的非時(shí)政類報(bào)刊已經(jīng)或正在由事業(yè)向企業(yè)轉(zhuǎn)制。在轉(zhuǎn)企改制循序漸進(jìn)的過(guò)程中，《規(guī)劃師》雜志社面對(duì)如此激烈、優(yōu)勝劣汰的市場(chǎng)，想要立于不敗之地，最應(yīng)該做的就是提升自身的核心競(jìng)爭(zhēng)力，全面應(yīng)對(duì)市場(chǎng)化需求，，因此需對(duì)雜志的戰(zhàn)略定位、存在問(wèn)題進(jìn)行分析，提出《規(guī)劃師》雜志社的發(fā)展戰(zhàn)略和發(fā)展對(duì)策。 本文運(yùn)用企業(yè)發(fā)展戰(zhàn)略的相關(guān)理論對(duì)《規(guī)劃師》雜志社發(fā)展情況進(jìn)行認(rèn)真剖析、研究和探討，發(fā)現(xiàn)《規(guī)劃師》雜志發(fā)展的特色，總結(jié)雜志社發(fā)展過(guò)程中存在的問(wèn)題，發(fā)展環(huán)境分析，提出雜志社的發(fā)展戰(zhàn)略和行動(dòng)計(jì)劃，進(jìn)一步提高雜志社管理水平，提高雜志社經(jīng)濟(jì)效益。 本文以雜志社為一個(gè)典型案例，通過(guò)所學(xué)的戰(zhàn)略管理、運(yùn)營(yíng)管理、經(jīng)濟(jì)學(xué)、營(yíng)銷學(xué)等的相關(guān)知識(shí)和理論，對(duì)雜志社的現(xiàn)有外部環(huán)境、內(nèi)部環(huán)境、戰(zhàn)略的選擇和定位，進(jìn)行系統(tǒng)的分析和研究，以求為雜志社在特殊歷史條件下，危與機(jī)并存情況下，雜志社未來(lái)五年發(fā)展的戰(zhàn)略規(guī)劃出謀劃策。同時(shí)希望以此為例探索一條能在辦刊經(jīng)費(fèi)緊缺、期刊地位下降、市場(chǎng)需求減少等種種不利條件下，學(xué)術(shù)類科技期刊當(dāng)前適合的發(fā)展戰(zhàn)略。
[Abstract]:At present, the competition of the periodical market in our country is becoming more and more fierce. With the bell of the reform of the cultural system, the non-current political newspapers and periodicals in various parts of the country have been or are being transformed from the enterprise to the enterprise. In the course of the gradual and gradual transformation of enterprises, the "planners" magazine is facing such a fierce and competitive market that if it wants to remain invincible, the most important thing it should do is to enhance its core competitiveness and comprehensively respond to the needs of the market. Therefore, it is necessary to analyze the strategic orientation and existing problems of the magazine, and put forward the development strategy and countermeasures of the magazine. Based on the theory of enterprise development strategy, this paper makes a careful analysis of the development of magazine, studies and discusses the characteristics of magazine development, summarizes the problems existing in the development of magazine. Developing the environment analysis, putting forward the development strategy and action plan of the magazine, further improving the management level of the magazine and increasing the economic benefit of the magazine. This paper takes the magazine as a typical case, through the relevant knowledge and theory of strategic management, operation management, economics, marketing and so on, to the magazine's existing external environment, internal environment, strategic choice and positioning. This paper makes systematic analysis and research in order to make suggestions for the magazine's strategic planning in the next five years under the special historical conditions and the coexistence of danger and opportunity. At the same time, this paper hopes to explore a suitable development strategy for academic sci-tech periodicals under such unfavorable conditions as the shortage of running funds, the decline of periodical status and the decrease of market demand.
【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

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