【摘要】：近年來,隨著人們對(duì)精神生活水平要求的不斷提高,我國的期刊出版行業(yè)得到了迅猛的發(fā)展,這其中又以少兒期刊發(fā)展為最。然而,隨著我國出版體制改革的不斷深入,遼寧省M雜志社作為少兒期刊的經(jīng)營者,面臨的形勢(shì)也越來越緊迫。一方面雜志社要順利平穩(wěn)的進(jìn)行體制改革,另一方面,要讓雜志社經(jīng)營的兩本期刊在進(jìn)入市場(chǎng)競爭后取得優(yōu)勢(shì)地位,通過競爭促進(jìn)雜志社的發(fā)展,這都需要為即將轉(zhuǎn)企的遼寧省M雜志社制定一個(gè)適合其自身、切實(shí)可行的戰(zhàn)略。 本文結(jié)合遼寧省M雜志社現(xiàn)狀、出版業(yè)體制改革要求和少兒期刊市場(chǎng)的情況,分析遼寧省M雜志社所處的內(nèi)外環(huán)境及面臨的問題,運(yùn)用戰(zhàn)略管理學(xué)和經(jīng)濟(jì)學(xué)、管理學(xué)等相關(guān)理論,并通過收集資料、實(shí)地考察、理論聯(lián)系實(shí)際等方式研究和分析,提出了轉(zhuǎn)制后遼寧省M雜志社的發(fā)展戰(zhàn)略。通過研究,作者建議雜志社選擇混合型戰(zhàn)略和集中化戰(zhàn)略,同時(shí),對(duì)這些戰(zhàn)略作用的有效發(fā)揮進(jìn)行了分析,以保證轉(zhuǎn)制后遼寧省M雜志社在市場(chǎng)競爭中的優(yōu)勢(shì)地位,實(shí)現(xiàn)轉(zhuǎn)制后的健康有序發(fā)展。
[Abstract]:In recent years, with the continuous improvement of people's demands on the standard of spiritual life, the periodical publishing industry in China has been developing rapidly, among which the children's periodicals have been the most developed. However, with the deepening of China's publishing system reform, Liaoning Province M magazine, as the operator of children's periodicals, is facing a more and more urgent situation. On the one hand, the magazine should carry out the system reform smoothly and smoothly. On the other hand, it is necessary to enable the two periodicals operated by the magazine to gain a dominant position after entering the market competition, and to promote the development of the magazine through competition. This will require a suitable and practical strategy for Liaoning M magazine. Based on the current situation of M magazine in Liaoning Province, the reform requirements of publishing system and the situation of children's periodical market, this paper analyzes the internal and external environment and problems faced by M magazine in Liaoning Province, and applies strategic management and economics. By collecting data, investigating on the spot, combining theory with practice and so on, this paper puts forward the development strategy of M magazine in Liaoning province after the transformation. Through the research, the author suggests that the magazine should choose the mixed strategy and the centralized strategy. At the same time, the paper analyzes the effective exertion of these strategies, so as to ensure the dominant position of Liaoning M magazine in the market competition after the transformation. To achieve healthy and orderly development after the transformation.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：G239.22

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本文編號(hào)：2384331