【摘要】：隨著我國新聞出版事業(yè)的快速發(fā)展,當(dāng)今媒體間的競(jìng)爭(zhēng)形式已由原來的個(gè)體競(jìng)爭(zhēng)演變成集團(tuán)之間的規(guī)模競(jìng)爭(zhēng)。在激烈的媒介市場(chǎng)競(jìng)爭(zhēng)中,媒體或媒體集團(tuán)為了延伸產(chǎn)業(yè)鏈,或是基于全方位、多元化的經(jīng)營(yíng)戰(zhàn)略考慮,在旗下相繼創(chuàng)辦了出版社,媒體出版社應(yīng)運(yùn)而生。與一般的出版社相比,媒體出版社因背靠媒體或媒體集團(tuán),在信息資源的獲取、編輯、印刷以及產(chǎn)品營(yíng)銷等方面都有著“近水樓臺(tái)先得月”的優(yōu)勢(shì)。但由于媒體出版社當(dāng)前存在管理機(jī)制不完善、圖書定位不清晰和人才培育不到位等問題,導(dǎo)致媒體出版社資源整合效率不高,圖書產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)力不強(qiáng)。 本文以我國媒體出版社競(jìng)爭(zhēng)力為研究對(duì)象,采用文獻(xiàn)分析方法和交叉研究方法在充分了解我國媒體出版社發(fā)展現(xiàn)狀的基礎(chǔ)上,首先界定媒體出版社競(jìng)爭(zhēng)力的內(nèi)涵,其次再系統(tǒng)地分析媒體出版社競(jìng)爭(zhēng)力的形成機(jī)理,最后得出提升媒體出版社競(jìng)爭(zhēng)力的對(duì)策。 論文一共分為六個(gè)部分,第一部分是緒論,介紹了本文的研究對(duì)象、研究方法和研究的意義,并從媒體出版社與出版社競(jìng)爭(zhēng)力兩個(gè)方面總結(jié)了我國媒體出版社競(jìng)爭(zhēng)力當(dāng)前的研究現(xiàn)狀。第二部分描述了我國媒體出版社當(dāng)前的發(fā)展現(xiàn)狀,并分析了其經(jīng)營(yíng)過程中存在的一些具體問題。第三部分系統(tǒng)論述了媒體出版社競(jìng)爭(zhēng)力的內(nèi)涵,并強(qiáng)調(diào)我國媒體出版社提升競(jìng)爭(zhēng)力是應(yīng)當(dāng)前形勢(shì)的發(fā)展需求。第四部分從競(jìng)爭(zhēng)優(yōu)勢(shì)、資源配置能力和出版理念三個(gè)層面分析了媒體出版社競(jìng)爭(zhēng)力的形成機(jī)理,得出競(jìng)爭(zhēng)優(yōu)勢(shì)是媒體出版社競(jìng)爭(zhēng)力的源泉,資源配置能力是媒體出版社競(jìng)爭(zhēng)力的核心,而出版理念則是媒體出版社競(jìng)爭(zhēng)力的原動(dòng)力。第五部分從樹立正確的出版理念、整合資源、培育跨媒體經(jīng)營(yíng)人才和履行社會(huì)責(zé)任四個(gè)方面總結(jié)了提升媒體出版社競(jìng)爭(zhēng)力的對(duì)策。第六部分是結(jié)語,概括了媒體出版社當(dāng)前所取得的成就和存在的問題,指出媒體出版社應(yīng)根據(jù)集團(tuán)提供的資源優(yōu)勢(shì),結(jié)合自身的發(fā)展需求,清晰地定位圖書的選題方向,圍繞一個(gè)方向做出特色,從而提高市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:With the rapid development of press and publication in our country, the form of competition among media has evolved from individual competition to scale competition between groups. In the fierce competition in the media market, media or media groups in order to extend the industrial chain, or based on omni-directional, diversified business strategy considerations, in the company set up one after another publishing houses, media publishing houses emerged as the times require. Compared with the general publishing houses, the media publishing houses have the advantages of "getting near the water building to get the moon" because of relying on the media or media groups in the acquisition, editing, printing and product marketing of information resources. However, due to the imperfect management mechanism, unclear book positioning and personnel cultivation, the efficiency of resource integration of media publishing houses is not high, and the market competitiveness of book products is not strong. Taking the competitiveness of Chinese media publishing house as the research object, this paper firstly defines the connotation of the competitive power of the media publishing house by using the methods of literature analysis and cross-research, on the basis of fully understanding the present situation of the development of the media publishing house of our country. Secondly, it systematically analyzes the formation mechanism of the competitiveness of media publishing houses, and finally obtains the countermeasures to enhance the competitiveness of media publishing houses. The paper is divided into six parts. The first part is the introduction, which introduces the research object, research method and significance of this paper. The current research status of the competitiveness of media publishing houses in China is summarized from two aspects: the competitiveness of media publishing houses and the competitiveness of publishing houses. The second part describes the current development of media publishing houses in China, and analyzes some specific problems in its business process. The third part systematically discusses the connotation of the competitiveness of media publishing houses, and emphasizes that improving the competitiveness of media publishing houses in China is the development demand of the previous situation. The fourth part analyzes the formation mechanism of the competitive power of media publishing house from three aspects of competitive advantage, resource allocation ability and publishing concept, and draws the conclusion that competitive advantage is the source of the competitive power of media publishing house. The ability of resource allocation is the core of the competitiveness of media publishing houses, and the publishing concept is the driving force of the competitiveness of media publishing houses. The fifth part summarizes the countermeasures to improve the competitiveness of media publishing house from four aspects: setting up correct publishing idea, integrating resources, cultivating cross-media management talents and fulfilling social responsibility. The sixth part is the conclusion, which summarizes the achievements and existing problems of the media publishing house at present, and points out that the media publishing house should clearly locate the selected topic direction of the book according to the resource advantages provided by the group and combined with its own development needs. Around a direction to make characteristics, so as to improve the competitiveness of the market.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G231

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本文編號(hào)：2474742