山东新华书店提高市场竞争力的战略研究
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摘要
长期以来,新华书店系统作为新中国建立以来的主要舆论阵地,在中国发行领域一直处于垄断地位。发行的垄断给各地的新华书店带来丰厚的利润和衣食无忧。在中国改革开放特别是加入WTO后,这种一家垄断发行市场的格局被打破,民营企业,外资企业,出版系统的前向一体化,邮政系统的横向发展以及网络媒体和网络读物的普及,都给以传统发行为基础的新华书店系统带来竞争威胁。除了发行权垄断的局面被打破,中小学教材教辅的发行也面临着重新竞争的格局。
本文的选题意义在于分析清楚目前发行行业的竞争环境和形势,认清山东新华书店系统的竞争优势和劣势,力求寻找到山东新华书店加强竞争力的措施,探索山东新华书店系统加强竞争力的内容,设计山东新华书店的加强竞争力的战略要素,评价山东新华书店系统加强竞争力战略措施实施中发生的偏差和不足,设计较为完善的山东新华书店加强竞争力战略的全面实施流程,得出加强竞争力的结论和指出目前有待于进一步研究的问题。
本文按照问题背景---问题理论基础---提出问题---分析问题---解决问题---纠偏---达到预期结果的思路来完成整篇论文。运用价值链分析法、定量分析和定性分析法以及对比分析法和图表法、周三多教授的环境分析模型和波特教授的行业竞争模型完成整篇论文。本文在结合仔细分析发行市场竞争环境的前提下,用大量客观实际的实例论据来论证阐述所主导的论点。
通过理论分析和研究结果证明,山东新华书店在目前发行市场还是有较强的竞争力,但是在市场化经济不断加深的进程中,山东新华书店要加强竞争力,还需要在很多方面同时实施适合市场化发展的措施,才能得到更好的发展。
For a long time, as an important public opinion platform since the founding of new china, Xinhua Bookstore has always been centralized the publishing issue in china. The monopoly position brought generous profits and wonderful life for Xinhua Bookstores across the country. But with the implementation of reform and opening up policy, especially after China enter WTO, its monopoly market or pattern, has been fundamentally broken. The Forward Integration of private enterprise, foreign enterprise and publishing system, the horizontal development of the postal system and the popular of web-media and E-books, all threat the monopoly position of Xinhua Bookstore, which mainly depends on the traditional distribution. What's worse, the distribution of primary and middle school teaching materials and textbooks is up against very stiff competition.
This thesis is focused on analyzing the environment condition and situations in publication field, and recognizing the competitive advantages and disadvantages of Shandong Xinhua Bookstore, so that, we can enhance its competitiveness, evaluation of the implementation of its strategy to enhance the competitiveness, design a more complete implementation process, propose recommendations on how to enhance competitiveness, and point out further research problems
The writing idea of this file is as background knowledge—fundamental theories—raise questions—analysis problems—solve problems—correct errors—and achieve the anticipated result. Several analysis methods and models have been used in this file, such as value-chain analysis, quantitative analysis, qualitative analysis, contrastive analysis method, diagram method, the analysis model of environment proposed by Zhou sanduo professor, and POR TER's industry competition model. Further more, to support our argument, this file has cited a collection of instances of facts, and combined with the qualitative competition of distribution market.
Analysis and research results show that Xinhua Bookstore still has strongly competitive at the current domestic distribution market. But with the deepening of market-oriented economy, in order to further improve its market competitiveness, Xinhua Bookstore needs to be implemented measures simultaneously in many respects, which are suitable for the development of market-economic.
本文的选题意义在于分析清楚目前发行行业的竞争环境和形势,认清山东新华书店系统的竞争优势和劣势,力求寻找到山东新华书店加强竞争力的措施,探索山东新华书店系统加强竞争力的内容,设计山东新华书店的加强竞争力的战略要素,评价山东新华书店系统加强竞争力战略措施实施中发生的偏差和不足,设计较为完善的山东新华书店加强竞争力战略的全面实施流程,得出加强竞争力的结论和指出目前有待于进一步研究的问题。
本文按照问题背景---问题理论基础---提出问题---分析问题---解决问题---纠偏---达到预期结果的思路来完成整篇论文。运用价值链分析法、定量分析和定性分析法以及对比分析法和图表法、周三多教授的环境分析模型和波特教授的行业竞争模型完成整篇论文。本文在结合仔细分析发行市场竞争环境的前提下,用大量客观实际的实例论据来论证阐述所主导的论点。
通过理论分析和研究结果证明,山东新华书店在目前发行市场还是有较强的竞争力,但是在市场化经济不断加深的进程中,山东新华书店要加强竞争力,还需要在很多方面同时实施适合市场化发展的措施,才能得到更好的发展。
For a long time, as an important public opinion platform since the founding of new china, Xinhua Bookstore has always been centralized the publishing issue in china. The monopoly position brought generous profits and wonderful life for Xinhua Bookstores across the country. But with the implementation of reform and opening up policy, especially after China enter WTO, its monopoly market or pattern, has been fundamentally broken. The Forward Integration of private enterprise, foreign enterprise and publishing system, the horizontal development of the postal system and the popular of web-media and E-books, all threat the monopoly position of Xinhua Bookstore, which mainly depends on the traditional distribution. What's worse, the distribution of primary and middle school teaching materials and textbooks is up against very stiff competition.
This thesis is focused on analyzing the environment condition and situations in publication field, and recognizing the competitive advantages and disadvantages of Shandong Xinhua Bookstore, so that, we can enhance its competitiveness, evaluation of the implementation of its strategy to enhance the competitiveness, design a more complete implementation process, propose recommendations on how to enhance competitiveness, and point out further research problems
The writing idea of this file is as background knowledge—fundamental theories—raise questions—analysis problems—solve problems—correct errors—and achieve the anticipated result. Several analysis methods and models have been used in this file, such as value-chain analysis, quantitative analysis, qualitative analysis, contrastive analysis method, diagram method, the analysis model of environment proposed by Zhou sanduo professor, and POR TER's industry competition model. Further more, to support our argument, this file has cited a collection of instances of facts, and combined with the qualitative competition of distribution market.
Analysis and research results show that Xinhua Bookstore still has strongly competitive at the current domestic distribution market. But with the deepening of market-oriented economy, in order to further improve its market competitiveness, Xinhua Bookstore needs to be implemented measures simultaneously in many respects, which are suitable for the development of market-economic.
引文
[1]任保平:《中国现代企业制度研究》,陕西科技出版社,1999年版
[2]卢淑艳:《国有企业改制的理论与实物研究》,辽宁教育出版社,2005年
[3]王玉:《企业战略管理教程》,上海财经大学出版社,2000年
[5]陈明森、林述舜著:《中国资本运营问题报告》,中国发展出版社,2003年
[6]周三多主编:《管理学》,高等教育出版社,2002年
[7]迈克尔.波特著,陈小悦译,《竞争优势》,华夏出版社,1997年
[8]迈克尔.波特著,陈小悦译,《竞争战略》,华夏出版社,1997年
[9]魏杰:《企业战略选择:企业发展航标图》,中国发展出版社,2002
[10]金碚:《竞争力经济学》,广西经济出版社,2003年
[11]张维迎:《企业理论与中国企业改革》,北京大学出版社,1999年
[1]张承耀.电信企业改制与发展战略.中国工业经济,2001,8.
[2]贺剑锋.我国出版业资本运营的必要性及其模式选择.中国出版,2002,
[3]朱诊、袁亚兵.新华书店连锁经营的“瓶颈”及对策.中国出版,2002,3
[4]张佩清.发行集团发展战略构想.出版发行研究.2005,5.
[5]邬书林.认真研究WTO,加快我国出版业的发展.中国出版,2001,8.
[6]钱建初.入世给我国出版业带来的具体影响及其应对.出版发行研究,2007,2.
[7]张训智.图书贸易壁垒的表现、危害及其克服.出版发行研究,2000,12.
[8]袁亮.政企分开的几点看法.出版发行研究,2004,4.
[9]石宗源.深化改革与时俱进开启我国新闻出版业的新纪元.中国出版,2007,2.
[10]王庆.当前我国发行集团的产业化发展初探.中国出版,2007,6.
[11]邓本章.新闻出版管理依法行政问题研究.出版发行研究,2005,3
[12]张美娟.图书物流新发展:图书配送.出版发行研究,2000,6.
[13]毛菁华.接触管理在图书发行中的应用.出版发行研究,2008,1
[14]陈丽.图书物流成本与物流模式演化分析.出版发行研究,2008,6
[15]石彤.图书发行集团信息化建设分析.出版发行研究,2008,10
[1]Sara B.Sluss.Interpreting and applying the acceptability clause in bookpublishing contracts,Publishing Research Quarterly,Volume 6,2002,p23-67.
[2]Tang Xiaoyan.Ten-year survey of China § book industry,Publishing ResearchQuarterly,Volume 22,2005,p105-120.
[3]William S.Lofquist.US.Publishing industry,Publishing Research Quarterly,Volume 13,Number4,1997,p76-97.
[2]卢淑艳:《国有企业改制的理论与实物研究》,辽宁教育出版社,2005年
[3]王玉:《企业战略管理教程》,上海财经大学出版社,2000年
[5]陈明森、林述舜著:《中国资本运营问题报告》,中国发展出版社,2003年
[6]周三多主编:《管理学》,高等教育出版社,2002年
[7]迈克尔.波特著,陈小悦译,《竞争优势》,华夏出版社,1997年
[8]迈克尔.波特著,陈小悦译,《竞争战略》,华夏出版社,1997年
[9]魏杰:《企业战略选择:企业发展航标图》,中国发展出版社,2002
[10]金碚:《竞争力经济学》,广西经济出版社,2003年
[11]张维迎:《企业理论与中国企业改革》,北京大学出版社,1999年
[1]张承耀.电信企业改制与发展战略.中国工业经济,2001,8.
[2]贺剑锋.我国出版业资本运营的必要性及其模式选择.中国出版,2002,
[3]朱诊、袁亚兵.新华书店连锁经营的“瓶颈”及对策.中国出版,2002,3
[4]张佩清.发行集团发展战略构想.出版发行研究.2005,5.
[5]邬书林.认真研究WTO,加快我国出版业的发展.中国出版,2001,8.
[6]钱建初.入世给我国出版业带来的具体影响及其应对.出版发行研究,2007,2.
[7]张训智.图书贸易壁垒的表现、危害及其克服.出版发行研究,2000,12.
[8]袁亮.政企分开的几点看法.出版发行研究,2004,4.
[9]石宗源.深化改革与时俱进开启我国新闻出版业的新纪元.中国出版,2007,2.
[10]王庆.当前我国发行集团的产业化发展初探.中国出版,2007,6.
[11]邓本章.新闻出版管理依法行政问题研究.出版发行研究,2005,3
[12]张美娟.图书物流新发展:图书配送.出版发行研究,2000,6.
[13]毛菁华.接触管理在图书发行中的应用.出版发行研究,2008,1
[14]陈丽.图书物流成本与物流模式演化分析.出版发行研究,2008,6
[15]石彤.图书发行集团信息化建设分析.出版发行研究,2008,10
[1]Sara B.Sluss.Interpreting and applying the acceptability clause in bookpublishing contracts,Publishing Research Quarterly,Volume 6,2002,p23-67.
[2]Tang Xiaoyan.Ten-year survey of China § book industry,Publishing ResearchQuarterly,Volume 22,2005,p105-120.
[3]William S.Lofquist.US.Publishing industry,Publishing Research Quarterly,Volume 13,Number4,1997,p76-97.
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