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论文编号：	10056
作者编号：	1120120771
上传时间：	2018/6/7 15:38:21
中文题目：	商业模式创新与出版业转型升级研究
英文题目：	Research on Business Model Innovation and Transformation and Upgrading of Publishing Industry
指导老师：	张玉利
中文关键字：	商业模式创新；转型升级；出版企业；价值创造
英文关键字：	business model innovation; transformation and upgrading; publishing enterprises; value creation
中文摘要：	在相关政策的支持下，在新技术的推动及市场的拉动作用下，出版企业开展了广泛的转型升级实践。但是，大部分实践是分阶段开展和分散开展的，一些转型升级实践因缺乏应用而失去了应有的效果。同时，人们对出版业转型升级的内涵存在差异化的认知，对出版业转型升级的内涵和实现机制缺乏一致的观点。在从实践中发现研究问题的基础上，进一步从企业转型升级研究的角度来看，包括出版企业在内的传统文化企业的转型升级行为不同于制造业，没有明显的从价值链低端到高端演进的发展历程。全球价值链视角的研究范式不适用于出版业转型升级的研究。为了解决出版业转型升级的实现机制问题，基于价值创造及获取逻辑，本研究从商业模式创新的视角，探索商业模式创新与出版业转型升级之间的关系。本研究通过文献研究和案例研究提出理论假设，通过问卷调查获得大样本数据，使用相关分析及多元线性回归分析方法对假设进行了实证检验，得到以下发现和结论。 第一，出版业转型升级表现为过程升级、产品升级、功能升级和跨产业升级。其中，在产品升级方面表现尤为突出，这一点在大样本数据分析中有所体现。产品升级主要以新产品开发、新产品上市、品牌塑造等形式表现出来。各种文化及阅读相关的体验式服务、数字化内容服务、融合型图书产品、图书相关衍生产品等都是出版企业新产品的呈现形式。在过程升级方面，出版企业充分利用网络技术、数字技术和智能技术，通过内部资源管理实现流程再造，与业内外利益相关者充分合作，从而提高服务范围、服务质量和服务效率，降低运营成本，提高品牌影响力。在功能升级方面，出版企业通过提供新产品及服务进入高附加值业务领域，通过提高员工能力来提高企业的服务效率，通过组织结构调整和业务部门划分提高企业运营能力。在跨产业升级方面，出版企业与教育培训机构、传统媒体和新媒体企业、互联网企业、旅游业、影视业、游戏业、会展机构、房地产业、餐饮业等开展广泛的合作，进入新的价值链实现价值创造和获取。 第二，企业规模及所有制形式对出版企业转型升级有影响。本研究通过实证分析发现，企业规模越大，出版企业转型升级表现越突出。一方面，大规模出版企业具有资源优势，能够更好地实现资源互补和资源整合，还能通过内部协调实现资源共享，提高新产品或新服务开发的可能性；另一方面，大规模出版企业在面对外部合作企业（如，技术供应商、跨产业合作方等）时，具有更高的议价能力。在所有制形式的影响方面，国有企业转型升级的数据相对偏低；私营企业的转型升级数据稍高；合资企业转型升级的数据最高。相对于私营企业或合资企业，部分国有企业在转型升级方面的需求不够强烈。相对于老牌国有出版企业，私营企业与合资企业都是年轻的企业，危机意识更强，通过转型升级方式进行变革的主动性更强。 第三，通过案例分析及实证研究发现，商业模式创新对出版企业转型升级有着积极的推动作用。首先，价值主张创新能够促进出版企业转型升级。传统出版企业从出版物生产商向内容及信息服务提供商、阅读及文化体验提供商转型，价值主张从生产或销售优质的出版物向提供优质内容及信息服务、提供阅读服务与文化体验等方面转变。其次，关键业务创新能够促进出版企业转型升级。创新的关键业务包括以实体出版物为核心的出版物出版、数字出版、其他相关产品及服务、图书销售服务、阅读相关服务、文化相关服务以及产业链延伸业务等多个方面。再次，价值网络创新能够促进出版企业转型升级。创新后的出版企业价值网络有所扩展，或者原有的价值网络连接方式有所改变。新的价值网络成员既包括产业链中的利益相关者，又有产业外的新合作企业。通过价值主张创新、关键业务创新和价值网络创新，出版企业实现了过程升级、产品升级、功能升级和跨产业升级，进而实现出版企业的转型升级。 本研究的理论价值和创新之处体现在以下三个方面：第一，本研究从出版业转型升级的微观层面入手进行分析，研究成果丰富了企业转型升级的概念内涵。在企业转型升级是企业向从事高附加值活动转移、向具有高赢利能力产业转移的基础上，增加了形成产业（行业）新内涵的形式；第二，本研究以32家省市新华书店及6家代表性出版社的高层管理者访谈资料为案例分析依据，以125份问卷数据为实证分析依据，对出版业转型升级的实现机制进行研究，给尚不充分的非制造业企业转型升级研究提供了较详实的依据；第三，本研究验证了商业模式创新与出版业转型升级的关系，价值主张创新、关键业务创新和价值网络创新能够促进出版企业的过程升级、产品升级、功能升级和跨产业升级。研究结论有益于服务业转型升级与制造业服务化等研究。 本研究主要分为六章内容。第一章是绪论，主要对选题背景、研究问题、理论及实践意义、研究内容、研究方法、研究过程和论文结构进行介绍。第二章是文献回顾，分别对商业模式创新、在位企业的商业模式创新、企业转型升级、出版业转型升级等相关研究进行回顾。第三章是出版业转型升级现状，分别从中国出版业经营概况、出版业国际比较分析和中国出版业转型升级的实践情况进行分析说明。第四章是探索性案例研究与模型构建，从商业模式创新的视角对出版业转型升级的实现机制进行探索。首先进行案例研究设计，其次，分别对新华书店案例和出版社案例进行研究分析，最后，构建研究模型。第五章是实证研究设计与结果分析，分别从理论假设推导、研究设计与数据收集、数据统计与信度效度检验、假设检验、结果分析与讨论这四个方面进行分析论述。第六章是研究结论与未来展望，对研究进行整体总结。
英文摘要：	Under the influence of policies, new technology and the market, the publishing enterprises have carried out a number of practices of transformation and upgrading. However, most of the practices are carried out in stages and independently. Some of the practices failed to take effect because of the lack of application. At the same time, there is a lack of consensus on the meaning and the mechanism of the transformation and upgrading of the publishing industry. From the perspective of enterprise’s transformation and upgrading, the behavior of transformation and upgrading of publishing enterprises is different from manufacturing ones. In publishing industry, there’s no enterprise that has the developing process from low to high position in the global value chain. The research paradigm of the global value chain is not applicable to the research of the transformation and upgrading of the publishing industry. In order to solve the problem of implementation mechanism, this study researches based on value creation and value acquisition logic. This study explores the relationship between business mode innovation and publishing industry’s transformation and upgrading from the perspective of business mode innovation. Based on literature research and case studies, this study puts forward theoretical hypotheses, obtains sample data through questionnaires, and makes empirical tests. Using the methods of correlation analysis and multiple linear regression analysis, we get the following findings and conclusions. First, the transformation and upgrading of the publishing industry is characterized by process upgrading, product upgrading, functional upgrading and cross industry upgrading. Among them, it is particularly prominent in product upgrading, which is reflected in the data analysis. The product upgrading mainly includes new product development, new product listing, brand creation and so on. In the process upgrading, publishing enterprises often improve the service scope, service quality and service efficiency through the using of new technology. At the same time , publishing enterprises reduce costs and enhance the brand influence. In the functional upgrading, publishing enterprises enter the field of high added value business by providing new products and services. Also, publishing enterprises improve service efficiency by improving staff capabilities. In the cross industry upgrading, publishing enterprises cooperate with companies from other industries. Publishing enterprises can get into the new value chain through extensive cooperation. Second, the scales of the enterprise and the form of ownership have impact on the transformation and upgrading of the publishing enterprises. Based on the empirical analysis, we can see that the larger the scale of the enterprise, the more prominent the transformation and upgrading of the publishing enterprises. On the one hand, large-scale publishing enterprises have advantages in resources. On the other hand, when facing with external partners, large-scale publishing enterprises have more bargaining power. For the influence of ownership form, the data of transformation and upgrading of state-owned enterprises are relatively low, and the data of others are relatively high. For some state-owned enterprises, the motivation of transformation and upgrading is lower. Relatively, the private enterprises and joint ventures have stronger sense of crisis, and they are likely to change. Third, based on case analysis and empirical research, it is found that business model innovation has a positive influence on the transformation and upgrading of the publishing enterprises. The value proposition innovation has an important influence on the transformation and upgrading of the publishing enterprises. The key activities innovation has an important influence on the transformation and upgrading of the publishing enterprises. The value network innovation has an important influence on the transformation and upgrading of the publishing enterprises. Through the business model innovation, publishing enterprises achieve process upgrading, product upgrading, functional upgrading and cross industry upgrading. This study makes the following contributions. First, this study starts with the analysis of the micro level of the transformation and upgrading of the publishing industry, and the research results enrich the concept of enterprise transformation and upgrading. Second, this study is based on the interview data of senior managers in publishing industry. And the empirical analysis is based on 125 questionnaires. The conclusion is helpful for the transformation and upgrading of non manufacturing enterprises. Third, this study verifies the relationship between business model innovation and the transformation and upgrading of the publishing industry. The conclusion is beneficial to the transformation and upgrading of service industry and the service of manufacturing industry. This study mainly includes six chapters. The first chapter is the introduction part, which mainly introduces the background, research question, theoretical and practical significance, research content and research methods. The second chapter is about literature review. The theory research is related to the business models innovation, business models innovation of incumbent, transformation and upgrading, transformation and upgrading of publishing industry. The third chapter is about the present situation of transformation and upgrading of publishing industry. It is analyzed from the general situation of Chinese publishing industry, international comparative analysis of publishing industry and the practice of transformation and upgrading of Chinese publishing industry. The fourth chapter is exploratory case study and model construction. From the perspective of business model innovation, the realization mechanism of the transformation and upgrading of the publishing industry is explored. The fifth chapter is about the empirical research design and result analysis. This chapter includes research design, data collection, data statistics, reliability and validity test, hypothesis test, result analysis and discussion. The sixth chapter is about the conclusion and prospect, and summarizes the research.
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