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论文编号：	7265
作者编号：	2120123108
上传时间：	2015/6/4 8:37:46
中文题目：	基于竞争情报的出版企业竞争策略研究
英文题目：	Competitive Strategies of Publishing Companies Based on Competitive Intelligence
指导老师：	李月琳
中文关键字：	出版企业;竞争环境;情报源;竞争策略
英文关键字：	Publishing Enterprises;Competition Environment;Intelligence Source, Competition Strategy
中文摘要：	我国新闻出版业的改革已经进入了关键时期，为进一步适应市场化的需求，出版企业需要建立现代化经营制度，并应用竞争情报等策略，为企业的编辑、出版、发行等全流程的生产、运营服务，以增强企业的竞争力。在国内，出版业竞争情报研究才刚刚起步，本文尝试在已有研究的基础上，进一步分析企业所面临的竞争环境，分析出版企业应该搜集的竞争情报内容，分析研判企业竞争情报的信息来源，并提出企业搜集竞争情报所应采取的策略。最后，指出了企业应用竞争情报可以采取的措施。 本文以访谈法为主要研究方法，通过对业内12位人士的访谈，较为全面的了解了出版企业发展面临的诸多问题，和企业在应对竞争方面所采取的积极而有益的探索。全文概述了我国出版产业发展和改革的现状，分析了取得的成绩和存在的问题，从而指出，出版企业要赢得市场竞争必须要重视竞争情报的应用。文章从竞争情报和出版两方面进行了文献综述，并对已有的研究成果着重进行了分析。文章从政治环境、社会环境、行业环境和技术环境等方面分析了出版企业所面临的竞争环境，指出了企业所面临的机会和威胁。我国经济的高速发展，必将促进精神文化消费水平的提高，国民对阅读和教育的高度重视，将进一步拓展出版企业的市场空间，为出版企业发展提供了良好的机遇和条件。与此同时新兴技术和阅读方式的兴起，也将促进企业生产和经营的变革。文章分析了出版企业所应掌握搜集的情报内容，包括消费者阅读需求、社会热点、作者资源、政策扶持等内容，并从企业情报需求角度出发，阐述了企业所应注重的情报源，并将情报源分为原始情报源和二次情报源，并为企业竞争情报工作提出了建议。文章提出了出版企业竞争情报应用的举措策略，重点通过出版企业的成功案例，从产品、渠道、促销等方面为企业竞争情报的应用提出策略，具有较强的实践价值。
英文摘要：	With the deepening reform of China’s press and publishing industry, the publishing enterprises need to establish modern systems of management to satisfy the need of market. Assisted by the strategy of competitive intelligence, these systems are able to help these publishing enterprises to improve competitiveness in the process of production and operation, including editing, publishing and releasing. In China, the study of competitive intelligence in publishing industry is just getting off the ground. Based on the existing research, this paper further analyzes the competition environment, the competitive intelligence need to be collected, the resources of the competitive intelligence, and how to collect and put the collected competitive intelligence into use. This paper adopts the method of interview to get a full grasp of the problems existing in the development of publishing industry, and the measures to cope with the market competition taken by the publishing companies. This paper includes four parts. In the first part, through the summary of the development and reform of China’s publishing industry, it points out the importance of collecting competitive intelligence for the publishing enterprises to win the market. With the literature review of competitive intelligence and publishing, the existing research is explicitly analyzed in the first part. The second part analyzes the competition environment in terms of political environment, social environment, industry environment and technical environment, and recognizes the chance and threat that the publishing enterprises are facing. The high speed of China’s economic development will surely promote cultural consumption. As Chinese citizens devote more attention to education and reading, the publishing market will be further expanded, which will offer new chances for the publishing enterprises. Meanwhile, the emerging technology and new ways of reading will also promote the reform of production and operation. The third part analyzes the competitive intelligence that the publishing enterprises should collect, including people’s reading requirement, hot social issues, authors, and supporting policies. Considering the requirements of the publishing enterprises, this part offers some suggestions on the competitive intelligence need to be collected, which is classified as the original intelligence source and the secondary intelligence source. The fourth part offers suggestions on how to use the collected competitive intelligence through analyzing the successful cases from the perspectives of products, channels, and promotions, which is practically valuable.
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