本文選題：價(jià)值鏈 + 競爭戰(zhàn)略　； 參考：《山東大學(xué)》2007年博士論文

【摘要】： 目前，我國報(bào)業(yè)市場正處于一個(gè)體制與機(jī)制均發(fā)生劇烈變革的轉(zhuǎn)型期，報(bào)業(yè)傳統(tǒng)的壟斷經(jīng)營地位已經(jīng)喪失，國內(nèi)外的競爭者蜂擁而至，市場競爭日趨激烈。同時(shí)，報(bào)業(yè)的生產(chǎn)方式和傳播模式也發(fā)生了巨大變化，即時(shí)性、互動(dòng)性、虛擬性和多元化的特征日趨明顯，傳統(tǒng)受眾的忠誠度正經(jīng)受著嚴(yán)峻的考驗(yàn)。然而，作為報(bào)業(yè)市場主體的報(bào)業(yè)集團(tuán)對(duì)環(huán)境變遷的反應(yīng)并不夠敏捷，應(yīng)對(duì)的競爭策略也較為單一，這就使我國報(bào)業(yè)集團(tuán)面臨著較為嚴(yán)峻的生存與發(fā)展壓力。 本質(zhì)上，現(xiàn)代報(bào)業(yè)的競爭就是價(jià)值鏈的競爭，但我國報(bào)業(yè)市場的競爭主體——報(bào)業(yè)集團(tuán)還存在諸多方面的問題：對(duì)自身價(jià)值鏈缺乏應(yīng)有的理解和重視，增值環(huán)節(jié)識(shí)別不清；價(jià)值鏈中的戰(zhàn)略節(jié)點(diǎn)不明晰，核心競爭力不突出；價(jià)值鏈較短且利用不充分，集團(tuán)利潤的來源途徑單一，主要依賴經(jīng)營報(bào)紙的收入；集團(tuán)內(nèi)部資源的配置不合理，價(jià)值鏈條運(yùn)轉(zhuǎn)不順暢，存在極大的經(jīng)營風(fēng)險(xiǎn)等，這些因素?zé)o疑會(huì)影響到報(bào)業(yè)集團(tuán)的市場競爭力和長遠(yuǎn)發(fā)展。另外，在報(bào)業(yè)價(jià)值鏈管理理論的研究方面，國內(nèi)外的多數(shù)研究尚處于相關(guān)概念、原理等方面的定性探討階段，對(duì)報(bào)業(yè)集團(tuán)價(jià)值鏈自身形成機(jī)理、特征的理解和認(rèn)識(shí)尚不夠深入。因此，對(duì)報(bào)業(yè)集團(tuán)價(jià)值鏈的重塑和競爭戰(zhàn)略的設(shè)計(jì)并沒有實(shí)質(zhì)性指導(dǎo)作用。 鑒于此，本文結(jié)合經(jīng)濟(jì)學(xué)、管理學(xué)和傳播學(xué)的理論知識(shí)，按照系統(tǒng)的觀點(diǎn)對(duì)報(bào)業(yè)集團(tuán)價(jià)值鏈進(jìn)行系統(tǒng)地研究和分析，并以此為基礎(chǔ)對(duì)報(bào)業(yè)集團(tuán)競爭戰(zhàn)略設(shè)計(jì)進(jìn)行系統(tǒng)的研究。 同樣是面對(duì)動(dòng)蕩多變的競爭環(huán)境，與一般產(chǎn)業(yè)不同的是，報(bào)業(yè)經(jīng)營的是信息產(chǎn)品，具有兩次銷售的模式，即由訂閱和零售兩種方式所進(jìn)行的報(bào)紙對(duì)讀者的銷售，以及通過讀者閱讀吸引其注意力進(jìn)而促其轉(zhuǎn)化為實(shí)際購買力的影響力銷售；獲取兩次銷售收入，即初次銷售的發(fā)行收入和二次銷售的廣告收入；還要面對(duì)兩個(gè)市場，即由報(bào)紙和廣告構(gòu)成的有形市場和由影響力而形成的無形市場，由此決定了報(bào)業(yè)集團(tuán)的價(jià)值鏈也有別于一般企業(yè)。而報(bào)業(yè)集團(tuán)要獲取持續(xù)競爭優(yōu)勢，就必須同時(shí)在兩個(gè)市場上展開競爭，并培育相應(yīng)的競爭能力，從而能滿足政府、讀者和廣告商的需求。 現(xiàn)實(shí)中，影響報(bào)業(yè)集團(tuán)價(jià)值鏈構(gòu)成的外生要素有宏觀政策、行業(yè)變化和社會(huì)文化等，而內(nèi)生要素則包括受眾需求、盈利模式、資源結(jié)構(gòu)和配置方式等，根據(jù)對(duì)上述要素的精確分析，可以將報(bào)業(yè)的價(jià)值鏈構(gòu)成分為基本價(jià)值鏈、延伸價(jià)值鏈、拓展價(jià)值鏈、虛擬價(jià)值鏈和價(jià)值網(wǎng)絡(luò)。其中，基本價(jià)值鏈包括辦報(bào)、印務(wù)、發(fā)行和廣告四個(gè)環(huán)節(jié)，其中的核心環(huán)節(jié)是辦報(bào)：延伸價(jià)值鏈?zhǔn)腔诨緝r(jià)值鏈各戰(zhàn)略環(huán)節(jié)通過采取縱向一體化延伸形成的價(jià)值鏈條；拓展價(jià)值鏈?zhǔn)窃诨緝r(jià)值鏈基礎(chǔ)上向報(bào)業(yè)產(chǎn)業(yè)之外拓展而形成的價(jià)值鏈條；虛擬價(jià)值鏈?zhǔn)腔緝r(jià)值鏈在市場空間中的延伸，是對(duì)基本價(jià)值鏈在信息領(lǐng)域的新發(fā)展；而價(jià)值網(wǎng)絡(luò)則是報(bào)業(yè)集團(tuán)為創(chuàng)造資源擴(kuò)展和提供產(chǎn)品或服務(wù)而建立的合資或聯(lián)盟合作系統(tǒng)。不同的價(jià)值鏈對(duì)于價(jià)值的生成具有不同的作用，而所有價(jià)值鏈共同作用則會(huì)形成合力，使報(bào)業(yè)集團(tuán)具有更強(qiáng)的競爭力。 基于對(duì)價(jià)值鏈的深刻剖析和全新分類，我國報(bào)業(yè)集團(tuán)的價(jià)值鏈重構(gòu)可以采取兩種方式：專業(yè)化延伸式和多元化拓展式。前者是將報(bào)業(yè)集團(tuán)價(jià)值鏈的關(guān)鍵核心環(huán)節(jié)“做足做大”，形成多點(diǎn)產(chǎn)出、多點(diǎn)支撐的價(jià)值鏈條，使目前單一競爭環(huán)節(jié)的成本得到補(bǔ)償和降低。該種方式又可以有兩種選擇：“噴泉式”由內(nèi)向外延伸和“漩渦式”由外向內(nèi)聚集�！皣娙健庇蓛�(nèi)向外延伸是指借助核心信息源優(yōu)勢、信息處理模式優(yōu)勢、運(yùn)營模式優(yōu)勢打造核心內(nèi)容產(chǎn)品，通過多種形式的媒介形式，將核心優(yōu)勢在地域空間或業(yè)務(wù)范圍上向外拓展，培養(yǎng)高忠誠度的核心客戶群體，同時(shí)為報(bào)業(yè)集團(tuán)開辟新的收入渠道；“漩渦式”由外向內(nèi)聚集是以核心報(bào)紙充任行業(yè)溝通平臺(tái)，以此為基礎(chǔ)吸引各種社會(huì)資本與資源主動(dòng)匯集過來，在資源的碰撞之中不斷產(chǎn)生新的靈感與商機(jī)。后者是將存在互補(bǔ)優(yōu)勢的媒介組織與非媒介組織以戰(zhàn)略聯(lián)盟形式構(gòu)筑并拉長產(chǎn)業(yè)鏈條。一般可借助于企業(yè)的品牌優(yōu)勢，向其他相關(guān)產(chǎn)業(yè)拓展，，以形成新的價(jià)值增值途徑。實(shí)踐中，報(bào)業(yè)集團(tuán)可以根據(jù)本文提出的價(jià)值鏈重構(gòu)模型進(jìn)行重構(gòu)，即以內(nèi)容產(chǎn)品為核心，以報(bào)紙、電視、廣播、雜志、圖書、光盤等為發(fā)布渠道，以策劃、制作、印刷、發(fā)行、廣告以及相關(guān)、非相關(guān)產(chǎn)業(yè)開發(fā)為工業(yè)流水線，構(gòu)筑商業(yè)價(jià)值運(yùn)作體系。 當(dāng)然，報(bào)業(yè)集團(tuán)在進(jìn)行價(jià)值鏈重構(gòu)時(shí)，要使重構(gòu)的新價(jià)值鏈運(yùn)轉(zhuǎn)順暢，還必須注意在重構(gòu)過程中對(duì)相應(yīng)的關(guān)鍵節(jié)點(diǎn)進(jìn)行有效管理。例如，在基本價(jià)值鏈和延伸價(jià)值鏈中，內(nèi)容生產(chǎn)應(yīng)把握信息的多次充分利用，體現(xiàn)其邊際成本遞減效應(yīng)；印務(wù)經(jīng)營保證印能的最大化，實(shí)現(xiàn)規(guī)模收益；發(fā)行經(jīng)營實(shí)現(xiàn)對(duì)渠道的合理控制和網(wǎng)絡(luò)的綜合運(yùn)用；廣告經(jīng)營要?jiǎng)?chuàng)新廣告模式、延伸對(duì)受眾的服務(wù)手段和功能。在拓展價(jià)值鏈中，要實(shí)現(xiàn)規(guī)模和品牌效應(yīng)，通過適當(dāng)?shù)亩嘣?jīng)營分散投資風(fēng)險(xiǎn)，拓展價(jià)值空間。在虛擬價(jià)值鏈中，借助基本信息增值活動(dòng)和附加價(jià)值活動(dòng)，實(shí)現(xiàn)信息在網(wǎng)絡(luò)空間中的充分增值。在價(jià)值網(wǎng)絡(luò)中，根據(jù)價(jià)值創(chuàng)造和實(shí)現(xiàn)的方式不同，有效集成相關(guān)主體擁有的資源，在合作中實(shí)現(xiàn)價(jià)值的增值。 環(huán)境的變遷引致了報(bào)業(yè)集團(tuán)價(jià)值鏈的重構(gòu)，而價(jià)值鏈的重構(gòu)要求對(duì)企業(yè)的競爭戰(zhàn)略進(jìn)行重新設(shè)計(jì)；當(dāng)然，競爭戰(zhàn)略的重新設(shè)計(jì)也會(huì)影響到價(jià)值鏈的重構(gòu)，為此，本文提出了價(jià)值鏈與競爭戰(zhàn)略的對(duì)接互動(dòng)模型。根據(jù)該對(duì)接互動(dòng)模型，盡管報(bào)業(yè)集團(tuán)可以采用的競爭戰(zhàn)略很多，但在進(jìn)行戰(zhàn)略選擇時(shí)必須考慮自身的價(jià)值鏈構(gòu)成，并根據(jù)價(jià)值鏈的特征選擇相應(yīng)的競爭戰(zhàn)略。例如，在基本價(jià)值鏈層面，報(bào)業(yè)集團(tuán)可以根據(jù)自身的特點(diǎn)選擇一般競爭戰(zhàn)略中的某一種或幾種；在延伸價(jià)值鏈層面，可以選擇一體化競爭戰(zhàn)略；在拓展價(jià)值鏈層面，可以選擇圍繞核心力的多元化競爭戰(zhàn)略；在虛擬價(jià)值鏈層面，可以選擇外包戰(zhàn)略；而在價(jià)值網(wǎng)絡(luò)層面，報(bào)業(yè)集團(tuán)則可以選擇互利共贏的競合戰(zhàn)略。 本文的創(chuàng)新點(diǎn)主要表現(xiàn)在如下幾個(gè)方面： 1．首次提出了報(bào)業(yè)集團(tuán)價(jià)值鏈的新分類，為我國報(bào)業(yè)集團(tuán)價(jià)值鏈重構(gòu)奠定了理論基礎(chǔ)。本文運(yùn)用經(jīng)濟(jì)學(xué)、管理學(xué)和傳播學(xué)理論，針對(duì)報(bào)業(yè)產(chǎn)業(yè)的特殊性，在反思傳統(tǒng)價(jià)值鏈構(gòu)成的基礎(chǔ)上，將報(bào)業(yè)集團(tuán)的價(jià)值鏈分為五部分：一是基本價(jià)值鏈，即報(bào)紙內(nèi)容生產(chǎn)、印刷、發(fā)行、廣告：二是延伸價(jià)值鏈，即依托報(bào)紙，實(shí)行價(jià)值聯(lián)結(jié)點(diǎn)的橫向與縱向的產(chǎn)業(yè)擴(kuò)張；三是拓展價(jià)值鏈，即利用報(bào)業(yè)品牌，在非相關(guān)領(lǐng)域內(nèi)的擴(kuò)張。四是虛擬價(jià)值鏈，充分利用市場機(jī)會(huì)，實(shí)現(xiàn)報(bào)業(yè)集團(tuán)個(gè)別環(huán)節(jié)的外包。五是價(jià)值網(wǎng)，與報(bào)業(yè)集團(tuán)以外企業(yè)實(shí)現(xiàn)價(jià)值鏈的對(duì)接，充分發(fā)揮競爭合作的潛力。 2．根據(jù)報(bào)業(yè)集團(tuán)價(jià)值鏈的新分類，提出了重構(gòu)我國報(bào)業(yè)集團(tuán)價(jià)值鏈的新模式——對(duì)稱模式。根據(jù)該模型，我國報(bào)業(yè)集團(tuán)的價(jià)值鏈重構(gòu)可以采取兩種方式：專業(yè)化延伸式和多元化拓展式。前者是將報(bào)業(yè)集團(tuán)價(jià)值鏈的關(guān)鍵核心環(huán)節(jié)“做足做大”，形成多點(diǎn)產(chǎn)出、多點(diǎn)支撐的價(jià)值鏈條。后者是將存在互補(bǔ)優(yōu)勢的媒介組織與非媒介組織以戰(zhàn)略聯(lián)盟形式構(gòu)筑并拉長產(chǎn)業(yè)鏈條。該模式把握了動(dòng)態(tài)環(huán)境下報(bào)業(yè)產(chǎn)業(yè)價(jià)值鏈最根本的發(fā)展趨勢，并對(duì)這一趨勢及其決策過程的內(nèi)、外生決策要素以及重構(gòu)過程中對(duì)相應(yīng)的關(guān)鍵節(jié)點(diǎn)的有效管理作出了深入分析。 3．基于價(jià)值鏈的重構(gòu)模型，提出了設(shè)計(jì)我國報(bào)業(yè)集團(tuán)競爭戰(zhàn)略的新模型——靶形模型。根據(jù)該模型，盡管報(bào)業(yè)集團(tuán)可以采用的競爭戰(zhàn)略很多，但在進(jìn)行戰(zhàn)略選擇時(shí)必須考慮自身的價(jià)值鏈構(gòu)成，并根據(jù)價(jià)值鏈的特征選擇相應(yīng)的競爭戰(zhàn)略，而其出發(fā)點(diǎn)和根本目的就是提高受眾(讀者、廣告商)價(jià)值，提高我國報(bào)業(yè)集團(tuán)競爭優(yōu)勢。
[Abstract]:At present, the newspaper market in China is in the transition period of a sharp change in the system and mechanism. The monopoly position of the newspaper tradition has been lost, the competitors at home and abroad are coming and the market competition is becoming more and more intense. Meanwhile, the mode of production and the mode of communication of the newspaper industry have also undergone tremendous changes, immediacy, interaction, virtuality and more. The characteristics of the meta transformation are becoming more and more obvious, and the loyalty of the traditional audience is seriously tested. However, the response of the newspaper group as the main body of the newspaper market is not agile enough and the competitive strategy is relatively simple. This makes the newspaper group facing a more severe pressure of survival and development.
In essence, the competition of the modern newspaper industry is the competition of the value chain, but there are many problems in the newspaper group, the main body of the newspaper industry, the newspaper group has many problems: the lack of understanding and attention to its own value chain, the unclear recognition of the value-added link, the unclear strategic node in the value chain, the lack of the core competitiveness, and the short value chain. With insufficient use, the source of the group profit is single, mainly relying on the income of the newspaper, the allocation of the internal resources of the group is unreasonable, the value chain is not smooth, and there is a great business risk. These factors will undoubtedly affect the market competitiveness and long-term development of the newspaper group. In addition, the theory of the value chain management theory of the newspaper industry. In the field of research, most of the research at home and abroad is still in the stage of qualitative discussion of related concepts and principles. The understanding and understanding of the forming mechanism of the value chain of the newspaper group is not deep enough. Therefore, there is no substantive guidance to the remolding of the value chain of the newspaper group and the establishment of the competitive strategy.
In view of this, this paper, based on the theory of economics, management and communication, systematically studies and analyses the value chain of the newspaper group according to the systematic view, and makes a systematic research on the competitive strategy design of the newspaper group.
Also in the face of the volatile and volatile competition environment, different from the general industry, the newspaper business operates the information product, which has two modes of sale, namely, the sale of the newspaper to the reader by the two ways of subscription and retail, and the influence of the reader's reading to attract its attention to the actual purchasing power. Obtain two sales revenue, that is, the distribution income of the first sale and the advertising revenue of the two sales; it also faces the two markets, the tangible market formed by the newspaper and the advertisement and the invisible market formed by the influence. Thus, the value chain of the newspaper group is also different from that of a kind of enterprise. It is necessary to compete in the two markets at the same time and foster corresponding competitiveness so as to meet the needs of the government, readers and advertisers.
In reality, the external factors that affect the value chain of the newspaper group include macro policy, industry change and social culture, while the endogenous factors include audience demand, profit model, resource structure and configuration mode. According to the accurate analysis of the above elements, the value chain of newspaper industry can be divided into basic value chain, extension value chain and extension. Value chain, virtual value chain and value network. Among them, the basic value chain includes four links of running newspaper, printing, issuing and advertising. The core of which is to run the newspaper: the extension value chain is based on the value chain which is formed by the longitudinal integration of the strategic links of the basic value chain; the expansion value chain is based on the basic value chain base. The value chain is formed on the basis of the expansion of the newspaper industry; the virtual value chain is the extension of the basic value chain in the market space, the new development of the basic value chain in the information field, and the value network is a joint venture or alliance cooperation system established by the newspaper group for the creation of resources and the provision of products or services. The value chain has different effects on the generation of value, and the joint action of all value chains will form a resultant force to make newspaper groups more competitive.
Based on the profound analysis and new classification of the value chain, the value chain reconstruction of Chinese newspaper industry group can take two ways: professional extension and diversification. The former is the key core of the value chain of the newspaper group, "do a big thing", form a multi point output, and support the value chain with multiple points, so as to make the single competition link at present. The cost is compensated and reduced. The method can also have two options: "fountain type" from the inside to the outside and "whirlpool" from the outside to the inside. "Fountain type" extends from the inside to the outside. It refers to the advantage of the core information source, the information processing pattern advantage, the operation mode advantage to build the core content products, through a variety of forms of media. In the form, the core advantage is expanded in the regional space or business scope, the core customer group with high loyalty is trained and the new revenue channel is opened for the newspaper group. "Vortex type" is the core newspaper to serve as the communication platform of the industry by the core newspaper, so as to attract various social capital and resources to actively collect it. The latter is a new inspiration and business opportunity in the collision of resources. The latter is to construct and lengthen the industrial chain in the form of strategic alliance with the complementary advantages of media organization and non media organization. In general, the brand advantage of the enterprise can be extended to other related industries to form a new way of value added. In practice, the newspaper group is in practice. It can be restructured according to the value chain reconstruction model proposed in this paper, that is, with the core of content products, newspapers, TV, radio, magazines, books, CD-ROM and so on as the distribution channels, planning, making, printing, issuing, advertising and related, the development of non related industries as industrial lines, and building commercial value operation system.
Of course, when the newspaper group reconstructs the value chain, it is necessary to make the new value chain run smoothly, and we must pay attention to the effective management of the corresponding key nodes in the process of reconstructing. For example, in the basic value chain and the extended value chain, the content production should take full advantage of the multiple use of information and reflect the diminishing marginal cost effect; The maximization of the business operation guarantee printing energy, the realization of the scale income, the rational control of the channel and the comprehensive application of the network; the advertising management should innovate the advertising mode and extend the service means and functions to the audience. In expanding the value chain, the scale and brand effect should be realized, and the investment risk should be dispersed through appropriate diversification. In the virtual value chain, in the virtual value chain, with the aid of basic information value-added activities and additional value activities to realize the full appreciation of information in the network space, in the value network, according to the different ways of creating and realizing value, it effectively integrates the resources owned by the relevant subject, and realizes the value added in the cooperation.
The change of the environment leads to the reconstruction of the value chain of the newspaper group, and the reconstruction of the value chain requires the redesign of the competitive strategy of the enterprise. Of course, the redesign of the competition strategy will also affect the reconfiguration of the value chain. Therefore, this paper puts forward the mutual interaction model between the value chain and the competition strategy. The newspaper group can adopt a lot of competitive strategies, but it must consider its own value chain and select the corresponding competitive strategy according to the characteristics of the value chain. For example, in the basic value chain level, the newspaper group can choose one or several of the competitive strategies according to their own characteristics; in the extension price, the price chain can be used in the basic value chain. At the value chain level, we can choose the integrated competition strategy. In the aspect of expanding the value chain, we can choose the diversification strategy around the core force. In the virtual value chain level, we can choose the outsourcing strategy. In the value network level, the newspaper group can choose the mutually beneficial and win-win competition strategy.
The innovation of this paper is mainly manifested in the following aspects:
1. first put forward a new classification of the value chain of the newspaper group, which laid a theoretical foundation for the reconstruction of the value chain of the newspaper group in China. This paper applies the theory of economics, management and communication. In view of the particularity of the newspaper industry, the value chain of the newspaper group is divided into five parts on the basis of the reflection of the composition of the traditional value chain: the first is the basic value. Chain, that is, newspaper content production, printing, distribution, advertising: two is the extension value chain, that is, relying on newspapers, carrying out the horizontal and vertical industrial expansion of the value linking point; the three is to expand the value chain, that is, the expansion of the newspaper brand, in the non related field. Four is the virtual value chain, make full use of the market opportunity to realize the individual link of the newspaper group. Outsourcing: five is the value network, which is fully linked to the value chain of enterprises outside the newspaper group, giving full play to the potential of competition and cooperation.
2. according to the new classification of the value chain of the newspaper group, this paper puts forward a new mode of reconstruction of the value chain of the Chinese newspaper group, the symmetric model. According to this model, the value chain reconstruction of Chinese newspaper group can take two ways: the professional extension and the diversification. The former is the key link of the value chain of the newspaper industry group. This model holds the most fundamental development trend of the value chain of the newspaper industry in the dynamic environment, and exogeny in this trend and its decision-making process. In the process of decision making and reconstruction, the effective management of corresponding key nodes is deeply analyzed.
3. based on the reconfiguration model of value chain, a new model, target model, is proposed to design the competition strategy of Chinese newspaper industry group. According to this model, although the newspaper group can adopt a lot of competitive strategies, it must consider its own value chain and select the corresponding competitive strategy according to the characteristics of the value chain. And its starting point and fundamental purpose is to improve the audience (readers, advertisers) value and enhance the competitive advantage of China's newspaper group.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2007
【分類號(hào)】：G219.2-F

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