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论文编号：	3494
作者编号：	2120082499
上传时间：	2011/6/16 8:11:37
中文题目：	新媒体环境下出版业的发展战略研究
英文题目：	Research on the Development Strategy of the Publishing Industry in New Media Environment
指导老师：	张玉利教授
中文关键字：	新媒体 出版业 发展战略 中国少年儿童新闻出版总社
英文关键字：	New media Publishing industry Development strategy China children press & publication group （CCPPG.）
中文摘要：	摘 要 传统媒介作为现代社会一直以来重要的大众媒体，在人们心目中始终是最有公信力的。随着以新技术为基础的新媒体的蓬勃发展，以3G网络为代表的核心技术的推广应用，对传统出版业造成了巨大的冲击。传媒深度融合将成为未来出版业发展的趋势，现行面临企业集团化、主体企业化、产品数字化、经营资本化、市场国际化等诸多难题的传统出版业，面临着前所未有的考验。传统出版如何在竞争激烈的环境中求得长期的生存、稳健的发展就需要制定新的发展战略，因此研究出版产业的战略问题是迫切而现实的。 本文基于现代管理理论，尤其是战略管理的基本理论，通过理论结合实际、综合分析、文献研究、逻辑归纳等方法，结合中国少年儿童新闻出版总社的现状，对中少总社的发展战略进行了系统研究。本文首先对出版业的相关情况、新媒体的发展及我国新媒体建设等做了全面介绍。其次，论述了出版业的宏观环境、产业环境及出版业的战略及核心竞争力。然后，对少儿出版进行了态势分析。最后，分析了中少总社应当采取怎样的发展战略来实现其打造现代童媒集团的规划。 本文从战略角度探讨了新媒体环境下出版业的战略转型问题，具有一定的应用创新价值。本文将工作实践中的所得与理论知识的理解相结合，通过分析出版业在新媒体冲击下面临的挑战和威胁，结合企业实际从战略制定的角度提出了如何应对的措施。本文研究为出版业尤其是少儿出版业如何制定和实施战略规划具有一定的指导作用。 关键词：新媒体 出版业 发展战略 中国少年儿童新闻出版总社
英文摘要：	Abstract Traditional media as the mass media has always been important and credible in the minds of most people in our modern society. With the new technology-based new media boom, with 3G network as the representative of the promotion and application of core technology, the traditional publishing industry created a huge impact. Media depth of integration will become the future trend of development of the publishing industry, traditional publishing industry is facing enterprise collectivization, corporation commercialization, product digitalization, management capitalization, market globalization and so many other problems meanwhile it is facing unprecedented challenges nowadays . If the traditional publishing companies want to seek long-term survival and healthy development in a competitive environment, they require the new development strategies, so the study of the publishing industry on strategic issues is urgent and real. The thesis based on the modern management theory, especially the basic theory of strategic management, through the theory with practice, comprehensive analysis, literature, logic, induction and other methods, combines with the status of China Children Press & Publication Group, and the development strategy has been systematically studied. Firstly, the thesis does a comprehensive introduction about the relevant information on the publishing industry, the development of new media and the construction of new media. Second, it discusses the publishing industry's macro environment, industry environment and the publishing industry's strategy and core competitiveness. Then, it analyses the Situation of the children’s publishing. Finally, it analyses what strategy should be taken to achieve its project to create modern children media group. The thesis discusses the strategic transformation of the publishing industry issues of the new media environment from the strategic perspective, with the application of innovation and value. It combines the theory with practice, and put forwards the measures to deal with, combined with the actual business development from a strategic point of view will work through the analysis of the publishing industry’s challenges and threats in the new media environment. This thesis has a guiding role to develop and implement strategic planning for the publishing industry especially for the children's publishing industry. Key words: New media Publishing industry Development strategy China children press & publication group （CCPPG.）
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