摘要
中国新闻传媒产业改革30多年以来,发展远远超过了同时期国内生产总值的增长速度,成为国民经济迅速增长的润滑剂。尤其近十年间,伴随着新闻传媒经济在整个国民经济中的日益高涨,新闻传媒的产业化发展越来越受到各个国家、各个领域的垂青和重视,以欧洲、美国为代表的发达国家都己积极展开了新传媒产业发展的新实践。20世纪90年代后期起,中国大陆传媒产业已经一跃成为国民经济第四支柱,以期刊和报业产业为例,其经济效益投资回报率在17%到50%之间,远远高于其他经济类产业。本世纪初,中国开始了文化产业的大发展,诸如文学、经济、金融、社会等各类期刊均在尝试着市场化运作。十八大以来,党中央2013年的《关于全面深化改革若干重大问题的决定》提出,建立健全在现代文化市场体系,完善文化市场准入和退出机制,鼓励各类市场主体公平竞争,优胜劣汰,促进文化资源在全国范围内流动。在这样的背景下,对中国新闻产业的研究更加有了重大的现实意义。如何根据自身的实际情况,如何制定产业化发展战略,以保持优势发展态势,就成为我国新闻传媒行业发展的重要课题。本文的选题背景是我国文化产业的大发展,本文研究对象是经济金融期刊杂志社如何制定发展战略,应对挑战,本文首先认为,杂志社要市场化,而杂志社走上市场必须要有自己的发展战略。
本文简明扼要地概述了发展战略理论。运用以产业结构分析、科学发展观以及战略管理研究工具,分析了期刊行业的现状和发展趋势,具体运用PEST分析工具、波特五力分析模型,结合SWOT分析,研究了 XS杂志社发展战略的宏观环境和企业的内外环境,整理归纳了杂志社内部的优势因素和劣势因素及杂志社外部的机会战略。XS杂志社隶属于世界最大的商业银行:中国工商银行,由前工总行金融学院的校刊改制而来,在中国文化产业改革浪潮中踏浪前行。作为中国工商银行总行)(X研修中心的一个品牌,XS杂志社有它独特的经营之道。本文围绕杂志社的“质量”和“经营”两个目标,完善并探索其“一刊三版”的品牌战略,制定针对不同的读者对象而制定《管理智慧》、《财富生活》、《才智青年》的发展战略,针对不同的战略重点和实施难点均加以分析,并给出解决方案。力图对同类杂志社和其他的企业经营者提供一种研究思路和一些可供参考借鉴发展路径。
关键词:XS杂志社,PEST模型,五力模型,SWOT分析,企业发展战略
ABSTRACT
China news media industry reform for more than 30 years development, farexceeding the GDP growth rate of the same period, became the national economythe rapid growth of lubricant. Especially in the recent ten years, along withthe rising of media economy in the entire national economy, industrialdevelopment and the news media more by many countries, each field's favor andattention, the developed countries in Europe, American represented haveactively launched a new practice of the new media industry development. Intwentieth Century 90 time later period, the media industry China, has becomethe pillar of the national economy in fourth, periodical and newspaper industryas an example, the economic rate of return on investment in 17% to 50%, farhigher than other economic types of industry. At the beginning of this century,China started the development of cultural industries, such as literature,economic, financial, social and other kinds of journals are trying tomarket-oriented operation. Eighteen since 2013, the Party Central Committee"on comprehensively deepening reform of certain major issue decision" putforward, to establish and perfect the modern cultural market system, improvemarket access and exit mechanism, culture mechanism, encourage faircompetition in various market entities, the survival of the fittest, promotesthe flow of cultural resources in the National scope. In this context, researchon the Chinese news industry more vital significance. According to the actualsituation of their own, how to formulate the development strategy, in orderto maintain the development advantages, has become an important topic for thedevelopment of the media industry in china. The background of this paper isthe development of cultural industry in China, the research object of thispaper is how the Economic Journal of financial periodicals to formulatedevelopment strategies, to deal with the challenge, this paper thinks, themagazine to the market, and the magazine is on the market must have their owndevelopment strategies.
This paper summarizes the development strategy theory be concise and tothe point. The Scientific Outlook on Development to industrial structureanalysis, as well as the strategic management research tools, analyses thepresent situation and development trend of periodical industry, the use ofPEST analysis tools, Potter five force analysis model, combined with SWOTanalysis, studied the macroscopic environment XS journal development strategyand the enterprise's internal and external environment, summarize theadvantages of internal factors magazine the magazine and disadvantage factorsand external opportunities strategy. XS magazine belonging to the world’ slargest commercial banks: Industrial and Commercial Bank of China, by theformer head office finance college paper industry restructuring, Talangforward in the reform tide China culture industry. As a brand ICBC head XXResearch Center, XS magazine has its unique way of doing business. This paperfocuses on the magazine of "quality" and "management" two goals, improve andexplore its "published the three edition of the" brand strategy, thedevelopment of different readers and develop "management wisdom", "wealth〃,〃life wisdom youth" development strategy, the strategic emphases anddifficulties in the implementation of different are analyzed, and solutionsare given. In order to provide a kind of thinking and some reference to similardevelopment path of magazine and other business operators.
Keywords: XS magazine, PEST model, five forces model, SWOT analysis,development strategy
目录
摘要
ABSTRACT
第一章 绪论
1.1选题背景
1.2选题研究的意义
1.3研究思路方法、内容及论文框架
1.3.1研究思路方法
1.3.2研究内容及技术路线
第二章 发展战略理论综述
2.1战略理论发展进程
2.1.1战略管理理论演变过程
2.1.2战略管理理论演变规律
2.2战略分析相关理论
2.2.1SWOT分析模型
2.2.2PEST分析工具
2.2.3波特五力分析模型
第三章 期刊行业发展概述
3.1期刊行业发展概述
3.1.1期刊的性质与特征
3.1.2期刊的功能
3.1.3期刊行业出版现状分析
3.2期刊行业发展趋势分析
第四章杂志社发展战略环境的分析
4.1 XS杂志社概述
4.1.1杂志社的组织结构
4.1.2杂志社的工作流程
4.2宏观环境分析
4.2.1文化产业改革环境启动
4.2.2经济实力增强与文化产业的巨大潜力
4.2.3文化教育水平的提高与社会发展趋向的内力
4.2.4技术进步与科技日新月异助推文化产业
4.3杂志社SWOT分析
4.3.1杂志社优势分析(Strength)
4.3.2杂志社劣势分析(Weakness)
4.3.3 杂志社机会分析(Opportunities)
4.3.4杂志社威胁分析(Threats)
4.4行业竞争结构分析
4.4.1潜在进入者威胁
4.4.2替代产品
4.4.3行业中的竞争者
4.4.4购买者
4.4.5供应者
第五章杂志社发展站略规划
5.1企业战略使命及目标
5.1.1杂志社战略使命
5.1.2杂志社战略发展目标
5.2杂志社发展战略选择
5.3杂志社业务战略选择
5.3.1《管理智慧》版本的业务发展战略
5.3.2《财富生活》版本的业务发展战略
5.3.3《才智青年》版本的业务发展战略
第六章杂志社发展战略实施
6.1杂志社发展战略实施中的核心内容
6.2杂志社发展战略实施中的难点、风格及定位
6.2.1杂志社发展战略实施中的难点
6.2.2杂志风格及定位
6.3杂志社发展战略实施的关键
6.3.1构建科学的管理模式,为战略实施建立机制
6.3 .2强化产品多样性,提高内容质量夯实后劲
6.3.3提升发行覆盖,为战略实施提供经济基础
6.3.4强化内部管理质量,为战略实施培育核心竞争能力
6.3.5锻造队伍,为战略实施提供人力资源保障
6.3.6抓住发展机遇,为战略实施争取政策支持
6.4杂志社发展战略实施的保障
6.4.1组织结构
6.4.2规章制度
6.4.3人力资源
6.4.4品牌建设
第七章 结论与展望
7.1 结论
7.2 展望
参考文献
