人民邮电出版社通信期刊竞争战略研究

【作者】 易东山；

【导师】 马春光；

【作者基本信息】 对外经济贸易大学 ， 工商管理， 2003， 硕士

【摘要】 在计划经济时代，人民邮电出版社以出版通信图书和通信期刊为己任，经过几十年的发展，通信书刊已成为出版社的特色之一。人民邮电出版社拥有4种通信期刊，其中有两种是我国创刊最早的通信期刊。随着改革开放的深入，我国通信业获得了跨越式的发展，成为国民经济各领域发展速度最快，改革力度最大和最具活力的行业之一。出版业也逐渐发展成为一种文化产业。本文主要就人民邮电出版社通信期刊的竞争战略进行研究。全文共分四章。第一章慨述了全国期刊出版业的发展状况，分析了全国通信期刊的现况。第二章对出版行业产业结构进行了分析，运用战略经济学家迈克尔·波特的五种竞争力模型，分析了通信期刊的竞争力结构。本文运用SWOT分析方法，分析了人民邮电出版社的优势与劣势、机会与威胁。第三章指出人民邮电出版社通信期刊出版的竞争战略应定位于品牌战略、持续发展战略、战略联盟联合竞争、人才战略和加快营销网络建设等战略。第四章从组织结构、人力资源、激励机制、成本管理和财务管理等方面论述了战略的实施与控制。 本论文试图将管理理论用于管理实践，通过分析期刊现状和人民邮电出版社内外部经营环境，探讨通信期刊如何把握机遇，寻求发展空间，制定竞争战略，合理分配和整合人民邮电出版社的通信期刊资源，从而使人民邮电出版社的通信期刊获得某种竞争优势，进而提高人民邮电出版社的整体竞争实力。更多还原

【Abstract】 During the era of planned economy, the Posts and Telecommunications Press took as its primary task to publish communications books and periodicals. After several of years of development, communications books and periodicals have become one of its businesses. The Posts and Telecommunications Press has under its control 4 types of communications periodicals, two of which belong to the earliest communications periodicals published in China. With the deepening of reforms and opening to the outside world, China’s communications industry has kept the momentum of leap-forward development. It has become one of the industries with the fastest development in the national economy and with the most intensified reforms and most powerful energies. The publishing industry has grown to be the integral part of the cultural industry in China.This paper of four chapters primarily discusses the competition strategies applied for the communications periodicals of the Posts and Telecommunications Press.Chapter One summarizes the development status of China’s periodical publishing industry, and analyzes the status quo of the communications periodicals nationwide. Chapter Two analyzes the industrial structure of the publishing industry. By applying Five Forces Model advocated by Michael Porter, the essay analyzes the competitiveness structure of communications periodicals. By using the SWOT analysis method, this essay analyzes the advantages and disadvantages, opportunities as well as threats faced by the Posts and Telecommunications Press. Chapter Three points out that the competition strategy for the publication of communications periodicals by the Posts and Telecommunications Press should be directed at the brand strategy, sustainable development strategy, strategic alliance competition, human resources strategy and quickening the steps of building the marketing networks, etc. Chapter Four discusses the implementation and control of the strategies from the perspectives of organizational structure, human resources, incentive mechanism, cost management and financial management, etc. This paper tries to apply the management theories into the reality. By making analysis on the status quo of the periodicals and the internal and external environment of the Posts and Telecommunications Press, the paper probes into the ways to grasp opportunities, seek for the development chances, work out competition strategies and reasonably allocate and integrate the resources with regard to communications periodicals of the Posts and Telecommunications Press so as to make the communications periodicals more advantageous and to increase the whole competition capability of the Posts and Telecommunications Press.更多还原