發(fā)布時(shí)間：2018-11-20 05:27

【摘要】：當(dāng)前我國把文化建設(shè)作為經(jīng)濟(jì)建設(shè)的一個關(guān)鍵部分,同時(shí)也把文化領(lǐng)域納入國民經(jīng)濟(jì)支柱性領(lǐng)域內(nèi)。在2015年中共、國務(wù)院兩辦推出印發(fā)的《關(guān)于推動國有文化企業(yè)把社會效益放在首位、實(shí)現(xiàn)社會效益和經(jīng)濟(jì)效益相統(tǒng)一的指導(dǎo)意見》中,提到必須引導(dǎo)國有文化企業(yè)自覺追求社會效益最大化,實(shí)現(xiàn)可持續(xù)發(fā)展。出版媒體在文化產(chǎn)業(yè)中承擔(dān)著重要的角色,我國對于出版媒體的發(fā)展提供了很多政策上的幫助,也不斷深化其系統(tǒng)和運(yùn)營方式的改革。然而在這個經(jīng)濟(jì)全球化的時(shí)代,它們的生存仍然面臨著嚴(yán)峻的考驗(yàn),怎樣讓這些企業(yè)更好的生存發(fā)展?我們不得不去關(guān)注出版媒體的經(jīng)濟(jì)收入來源、怎樣去發(fā)掘這個行業(yè)的產(chǎn)業(yè)價(jià)值、怎樣去尋找適宜的盈利模式、獲得可持續(xù)發(fā)展、提高品質(zhì)等諸多問題。中南傳媒相對于其他的出版?zhèn)髅缴鲜泄径?中南傳媒有其獨(dú)特性與借鑒性。因此本文對其盈利模式優(yōu)化研究展開了分析,期待能夠?yàn)槠髽I(yè)的可持續(xù)性發(fā)展尋找適宜的模式,同時(shí)也能為別的相關(guān)行業(yè)提供有效的參考資料。本文首先對盈利模式和出版?zhèn)髅叫袠I(yè)的相關(guān)概念和定義進(jìn)行了闡述分析。接著,總結(jié)了中南傳媒所屬的出版媒體領(lǐng)域的相關(guān)盈利模式特征和不足點(diǎn),其次對中南傳媒的盈利模式、財(cái)務(wù)指標(biāo)進(jìn)行了詳細(xì)的對比分析,分析了中南傳媒盈利能力、營運(yùn)能力和發(fā)展?jié)摿Φ?分析可以得知中南傳媒盈利模式存在著許多的問題,中南傳媒雖然嘗試著多元化的盈利模式,而事實(shí)上他的盈利點(diǎn)極為單一,獲得的盈利來源仍舊以教材教輔為主,并且有逐年增長的趨勢。而中南傳媒獲得的教材教輔收入更多的是來自于政策優(yōu)待而不是本身產(chǎn)品的特殊性和優(yōu)質(zhì)性。中南傳媒由傳統(tǒng)的政策性出版行業(yè)向新興多元化出版?zhèn)髅桨l(fā)展過程中存在著一定的問題,最后對中南傳媒盈利模式優(yōu)化研究提出相關(guān)優(yōu)化策略,為我國正在優(yōu)化的相關(guān)公司提供相關(guān)建議。對于中南傳媒,其盈利模式的重點(diǎn)在于業(yè)務(wù)結(jié)構(gòu)的多元化,過于單一的產(chǎn)品和盈利點(diǎn)不足以使企業(yè)應(yīng)付日趨月?lián)Q的經(jīng)濟(jì)環(huán)境,過于依賴政治政策而不是真正的提升自己的產(chǎn)品優(yōu)質(zhì)度,是不能夠持續(xù)成長的。對于傳統(tǒng)的出版?zhèn)髅叫袠I(yè)來說,盈利模式的優(yōu)化不僅僅是發(fā)展一些新的產(chǎn)業(yè)或者是提高現(xiàn)階段的盈利而已,還需要真正扭轉(zhuǎn)企業(yè)的劣勢,改變企業(yè)的短板。只有真正的遵循客戶的需求,追求企業(yè)價(jià)值最大化,才能真正構(gòu)建出符合自己企業(yè)特點(diǎn)和需求的盈利模式。
[Abstract]:At present, our country regards the cultural construction as a key part of the economic construction, and also brings the cultural field into the pillar field of the national economy. In 2015, the Communist Party of China, the State Council and the Office of the State Council issued a "guiding opinion on promoting state-owned cultural enterprises to put social benefits first and achieve the unity of social and economic benefits." State-owned cultural enterprises must be guided to pursue social benefits maximization and realize sustainable development. The publishing media plays an important role in the cultural industry. Our country has provided a lot of policy help for the development of the publishing media and deepened the reform of its system and operation mode. However, in this era of economic globalization, their survival is still facing a severe test, how to make these enterprises better survival and development? We have to pay attention to the source of economic income of the publishing media, how to explore the industry value of this industry, how to find the appropriate profit model, how to obtain sustainable development, improve the quality and so on. Compared with other listed publishing media companies, Central-South Media has its uniqueness and reference. Therefore, this paper analyzes the optimization of its profit model, hoping to find a suitable model for the sustainable development of enterprises, and can also provide effective reference materials for other related industries. In this paper, the profit model and the related concepts and definitions of the publishing media industry are described and analyzed. Then, it summarizes the characteristics and shortcomings of the relevant profit models in the field of publishing media belonging to the Central and Southern Media. Secondly, it makes a detailed comparative analysis of the profit models and financial indicators of the media, and analyzes the profitability of the media. The analysis of the operating ability and development potential shows that there are many problems in the profit model of the Central-South Media. Although the Center-South Media is trying to diversify its profit model, in fact, its profit point is very simple. The profit source is still based on teaching materials and teaching aids, and has a growing trend year by year. And the middle-south medium gets the teaching material supplementary income more from the policy preference rather than its own product particularity and the quality. There are some problems in the process of the development from the traditional policy publishing industry to the new diversified publishing media. Finally, the optimization strategy is put forward for the optimization of the profit mode of the media. To provide relevant advice for the related companies that are being optimized in our country. For Central-South Media, the focus of its profit model is on the diversification of its business structure. Too single products and profit points are not sufficient to enable enterprises to cope with the increasingly changing economic environment. Relying too much on political policy rather than really improving the quality of your product is not sustainable. For the traditional publishing media industry, the optimization of profit model is not only to develop some new industries or to improve the current profit, but also to really reverse the disadvantages of enterprises and change the short board of enterprises. Only by following the needs of customers and pursuing the maximization of enterprise value can we really build a profit model that conforms to the characteristics and needs of our own enterprises.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G239.2-F

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本文編號：2343904