湖南科学技术出版社发展战略研究

湖南大学硕士学位论文湖南科学技术出版社发展战略研究姓名：朱唯申请学位级别：硕士专业：工商管理指导教师：曾德明20041001560WTOSWOTIAbstractTheneedformoreculturalproductsisincreasinglygrowingasthesocietymovesforward.Asaresult,thepublishingmarkethasalsobeengrowing.Currently,therearemorethen560publishinghousesinChina,allofwhicharestated-ownerandoperatingundergovernmentrules.Withnosufficientfundandpoormanagementexperience,theyarenotmentallyreadyforfuturecompetitions.ThepublishingindustrywillbeopeningtotheworldgraduallyasChinajoinsWTO.Foreigninvestmentwillpourintotheindustrywhichwillresultinmorecompetitionwithintheindustry.Inaddition,thegovernmentwillpushfororganizationalreformstoseparatethegovernmentadministrationfromtheenterprisemanagement.Theseparationwillclarifytheownershipwithinanygivencompany.Asaresult,thepublishingindustrywillbeabletooperateunderthemarketrule.ThedevelopmentinNetworkingtechnology,especiallythepopularityofInternethasrevolutionizedthetraditionalconsumingtrends.Internetpublishingtechnologies,aspartoftheInternet,willdeconstructthewholepublishingindustrialchain.Thesmalltomedium-sizedChinesepublishinghouseswillfaceseriouschallengesasthecompetitionintensifies,andthemarketrules,consumingtrends,andtechnologyallchangerapidlyinthemeantime.ThisthesisaimstoanalyzeandprovideaforecastforthedevelopingtrendoftheChinesepublishingindustry,anddiscussthepotentialreforming/developingstrategiesofthesmalltomedium-sizedpublishinghouses,basedontheresearchofthedevelopingstrategyofareprehensivepublishinghouse–HunanTechnologyPublishingHouse.Thisthesiswillbaseitsanalysisonmodernmanagementtheoryandstrategicthinking,andalsotakeintoconsiderationsoftheoperationsofmaturepublishingindustries.Furthermore,thisthesiswillcomparethedifferencesinChineseandwesternpublishingindustriesintheprocess.UsingtheSWOTanalyticalmethodanditsmatchingstrategies,thisthesisproposesadevelopmentstrategyfortheChinesepublishingindustry.Itstartswiththecharacteristicsofthebookpublishing,followedbyathoroughanalysisofthesocial,economical,andpoliticallyenvironment,thenfocusesonthreeaspectsoftheChinesepublishingindustry–currentstatus,organizationalstructure,andcompetitions,followedbyadetailedcase-studyoftheHunanTechnologyPublishingHouse.Basedonthereal-lifedatafromtheHunanTechnologyPublishingHouse,andthestateindustrialpolicies,developingstrategyofthepublishindustryshouldcontainthefollowing:firstdownsizingandthengrowing,andincreasetheabilitytocompeteinthemarket.Asthecompanygrows,itwillbebetterabletoadaptanddiversify,thusgrowmorehealthily.Inordertorealizethestrategyabove,thisthesisproposesreformsinallperspectivesofthepublishingindustrywhichincludehumanresources,managementsystem,maketingstrategies,brandbuilding,companyculture,investmentsources,andITdevelopment.Keyword:HunanScience&TechnologyPress;DevelopingstrategyII1______211.1()197989(4010)272031677600040004001.2560WTO130%[1]1998500020012.3[2]1.31.3.1“”“”l9341938[3]1965H.I.Ansoff21978Plan(Ploy)(Pattern)(Position)(Perspective)[4][5]31.3.2[6]SWOT[7]1.3.31.3.3.141.3.3.21.3.3.351.4SWOT622.12.1.110209019931998199820022003[8]2.1.1.1198919932.1.1.21998WTO71998[9]91393912.1.1.31992“”200320038762004492080“”“”8WTOWTO2.1.2209010199396761200319039196.76%1993136.752003561.82310.84%[10]2.1()()1999l4l83l8309573162939l353l44363344346247241630553243220001433768423562744937621440430098536471221268136623811527139200l1545269l4l663l0194064827646681993554lO2975777694000753378020021709621006936869654564488953512363689163434816721568l508771200319039l1l08l2667000462220005618200385400401380010198666.7199359.3199973.17200366.719862.29[11]2.2.1302028000400026324500102900400050020007093[12]1050450802.2.2[13]101972CR4419CR831101999CR46.2CR810.4[14]2.2.32.2.4197932.5198134200039.42.2.52003722050112.2.680·2.2.75103200135.54297.5869.5408.49200172.852.2.8200026200117.16.7125~62.3502.3.1[15]132.3.22.3.32.3.414TimeWarnerTurnerViacomDisneyCapCities[16]SonyBertelsmann2.3.52.3.62070(Simon&Schuster)15(Paramount)2612(Bowker)2.3.7[17]1620002.41985[18]2.4.1“→→→()→→”[19]()2.12080()172.4.2()[20]222%6%40%2.2300050%10%40%02000022%6%40%32%1000005%5%40%50%2.222%6%40%32%182.4.3[21]web2.3192.52.4.1200322.320032002(44)(30)(24)“”(20)“”(15)“”(16)“”(15)“”(12)2004”(22)“”(21)“”(19)20025520-100(593):2.4.21993202.419931994199519961997199819992000200120022003()9.6810.410.111.31213.114.214.315.51719()59.360.163.271.673.172.473.162.763.168.766.7()1371782443463733984364304675355622.312.963.864.835.15.55.966.867.47.798.43()2822973173603643743913764064564624.764.965.025.034.985.175.3566.436.646.93()0.490.60.770.961.021.061.111.141.151.171.21()6.135.786.266.346.095.535.154.384.074.043.511999200023.53%2001200218%2002434.934.091.06%200.7%20021.06%2.7%2.4.3200319916200366.7199161.4[22]2.4.420021991522101234567199119921993199419951996199719981999200020012002200319912.42.4.52.4.6199120032.510%57%17%14%2%2233.1PEST3.1.12001WTO200212173200337420035120036200590%233.1.2GDP8%2003744322002692256398594404.3%20020.3113.1.313101422361180391114623344339613705735701UNDP200420040.7290.7450.7210.0242.310494GDP243.1.43.1.4.11987121IIICTPCATF19961005