【作者】 魏旭；

【导师】 吕尚彬；

【作者基本信息】 武汉大学 ， 传播学， 2012， 博士

【摘要】 当下，中国报业集团的发展环境正在发生着巨大的改变。市场竞争强迫作为各个竞争主体的报业集团转变观念，确立战略选择思维，通过产业价值链再造来保持竞争优势。战略性地思考和解决战略性发展的问题是成功的传媒市场操作的先导。本论文通过对我国报业集团在发展过程中产业价值链方面出现的种种问题的分析，以产业价值链的可再造性为前提，做出了基于产业价值链再造的报业集团发展战略设计以及实施路径。而报业集团产业价值链的再造过程，就是竞争能力的再造过程。中国报业集团的发展已经进入了规模化发展的“快车道”，而以网络崛起为代表的传播科技的飞速发展和我国加入WTO后所面临的国际化竞争的市场格局，无疑从内外两个方面“加速度”地推动着我国报业集团的改变和发展。因此，对于现阶段的报业集团的操作来说，解决战略问题远比解决战术问题要重要得多。因为战术问题的解决仅仅有助于局部操作的精细化，而战略问题的解决则意味着能否敏感地、有效地抓住现实格局的变化所带来的重大发展机遇，以及能否未雨绸缪地规避这一变化所带来的可能重大风险。本论文的研究思路是，在对中国报业集团产业价值链的现状、问题及其可再造性进行充分分析的基础上，进行报业集团发展战略设计，并根据这种战略设计制定出具体的产业价值链再造的路径选择。引言部分主要是说明了论文的背景，它的理论意义以及实践价值，并梳理了相关概念，论述了论文的研究思路、研究方法以及研究目的。第一章着眼于中国报业集团的产生发展过程及其产业价值链的构建，对我国报业集团的产业价值链现状及特点进行了分析，并指出其存在的问题。第二章针对报业集团产业价值链存在的问题进行了原因及影响因素分析，论证了产业价值链的可再造性，并提出了产业价值链再造的核心使命与再造原则。第三章是产业价值链再造的五大战略设计。本章依据产业价值链的三项关键节点：价值链的增值、价值链的转换以及价值链的治理，进行了产业价值链再造的五大战略设计：媒体融合战略（对于价值链增值的呼应）、多元化战略、一体化战略和媒体联盟战略（对于价值链转换的呼应）以及价值链治理战略（对于价值链治理的呼应）。本章结尾，又阐述了产业价值链再造的保障体系建设。第四章集中研究了实施产业价值链再造战略的具体路径选择。首先对路径选择的基本依据进行了阐释，指出路径选择的两个关键是要适应价值链的网络化趋势和柔性化趋势。紧接着具体论述了路径选择方案：报业核心层产业价值链再造。在此基础上，给出了报业集团的整合策略制定，包括资产整合策略、业务整合策略和组织整合策略等。第五章是对成都传媒集团的个案分析。本章在对成都传媒集团进行实地调研的基础上，以行业标杆分析的方式，考察其产业价值链构建方面的有益尝试。该个案分析，描述了报业传媒集团产业价值链再造的重要途径，也为其它报业集团的发展提供了借鉴。更多还原

【Abstract】 Nowadays, the managerial conditions of China’s newspaper groups are undergoing adrastically change. The drastic market competition has been forcing all of the majorparticipants to change their operational philosophy and to establish strategic thinking,reengineering the industry value chain to keep the competitive advantage. Strategicthinking and solving the problem of strategic development is the key point of successfuloperation in the everchanging media market.With the prerequisite of the possibility of rebuilting value chain, this paper focus onthe problems of the newspaper groups in the development of their industry value chain anddesigns the newspaper group’s development strategies and implementation measures. Moreaccurately, the recreation of the newspaper group’s value chain almost equal to therebuilding of their competition ability. At present, the development of China’s newspapergroup has entered into the stage of economies of scale. No doubtedly, the rapiddevelopment of science and technology represented by the rising of network, as well as theemerging international competition which caused by the reality that China has entered intothe WTO, they are two vital factors, from inside and outside two aspects, acceleratedlypush China’s newspaper group on change and development.So, to the newspaper groups at the current stage, solving strategic problems is muchmore important than solving tactical problems, for tactical solutions help only localoperation of the company, while the strategic solutions sometimes means sensible andeffectively catch real changes and opportunities brought about by the outside development,and whether we can prepare for a rainy day to avoid the changes brought about by thepossible outside risks.The research trail of this paper as follows: on the sufficient analysis of the reasons andpossiblities of China’s newspaper group industry value chain reengineering, design theirdevelopment strategies and make specific suggestions according to this strategic design.The preface mainly explains the background of the paper, the theoretical and practicalmeaning, then reviews the related concept and elaborates the research thoughts、methodsand purposes.The first chapter concentrates on the process of China’s newspaper group developmentand the construction of the value chain of the media industry, analyzing the status and characteristics of the newspaper group industry value chain, also pointing out their existingproblems.The second chapter explans the existing problems of the press group’s industry valuechain and their possible causes and influential factors then demonstrates that the industryvalue chain can be reengineered.And puts forward the core mission and reengineeringprinciples of value chain recreation.The third chapter portraits the five strategic designs of the value chain recreation.Firstly summarizing the three types of strategy design: the appreciation of the value chain,the conversion and management of value chain, then designing the five strategic recreation,which include media integration strategy (for the requirement of value chain’s appreciation),diversification strategy, the capital operation strategy and media strategy alliance (for therequirement of value chain’s conversion) and the value chain management strategy. In theend of this chapter, I expounds the construction of the security system in value chain’srecreation.The fourth chapter focuses on the concrete path selection of the implementation of thestrategic recreation. First of all, the basic foundation of path selection are expounded,pointing out that the three keypoints of path choice process which include adjusting to thenetworked tendency of value chain, flexibility tendency trend and identical constructiontrend. And then elaborates two types of path selection: reengineering the core layer of thevalue chain of the press industry and "multi-layer competition" model. Based on this,providing the integration policy of the newspaper group, including media developmentplanning integration strategy, the integration of assets strategy, the business integrationstrategy and organization integration strategy and so on.The main content of chapter five is the case analysis on Chengdu Media Group. Basedon a practical research of Chengdu Media Group, adopting the industry benchmarkinganalysis method, investigating their beneficial attempt on the construction of industry valuechain. Moreover, I also describes some important approaches in newspaper media group’sindustry value chain recreation, which I believe could provides a good reference to thedevelopment of other newspaper groups.更多还原