【作者】 张海明；

【导师】 黎志成；

【作者基本信息】 华中科技大学 ， 管理科学与工程， 2005， 博士

【摘要】 中国报业集团与发达国家报业集团相比差距很大。1992 年,我国才开始提出有关报业集团问题,1996 年才成立第一家报业集团,对报业集团的研究,目前取得一些阶段性成果,但远未系统化,许多问题还存在重大分歧,对报业集团发展模式的研究还是空白。开展该课题研究,具有重大的理论意义和现实意义。本论文坚持辩证唯物主义和历史唯物主义方法论,运用实证分析与逻辑分析相结合、宏观审视与微观分析相结合的方法,运用管理学及相关学科理论,对中国报业集团的发展战略模式、管理体制模式、市场营销模式、资本运营模式进行了较为深入的研究。本论文重点研究了以下几个方面的问题: 首先,在研究报业集团发展现状和趋势的基础上,提出了报业集团的发展战略模式和超事业部管理体制模式。目前对报业集团的研究,多为一般性对策研究,缺少发展战略对策的研究,战略模式研究更是空白。本论文提出了中国报业集团发展战略模式及管理体制模式,认为报业集团要实现市场化跨越式发展,应同时实施媒体发展战略、产业发展战略和人才发展战略,应实行超事业部管理体制,建立法人治理结构,设立董事会、监事会,并根据报业集团的性质和特点,下设以集团总编辑为首的编辑出版委员会负责新闻业务工作,设立以集团总经理为首的经营管理委员会负责经营管理工作。其次,在分析了报业集团的二次营销及其相互关系的基础上,建立了广告投资模型。广告收入是报纸经营成果的最终体现,发布广告是报纸开拓市场的主要手段。国内外一些学者对广告的重要地位、制约因素及对策,作了较多的探讨。但他们没有探讨广告模型。本文建立了广告投资的系列模型:一是边际效用模型。随着广告投资的增加,广告边际效用不断递增,但增到一定的点,广告边际效用就会递减。二是乘数模型。在市场需求充分的情况下,广告投资收益是广告投资的倍数; 三是力度模型。要突破进入市场的域值临界点,使市场占有率迅速提升,广告投资必须有一定力度。四是广告投资导致市场集中模型。广告投资是影响行业市场结构和行业市场集中度的重要因素。更多还原

【Abstract】 There is a great gap between Newspaper Groups in China and those in developed countries. The concept of Newspaper Group was presented in 1992 and the first Newspaper Group was set up in 1996 in China. From then on, we have made considerable achievements in the study of Newspaper Groups. Whereas a lot of problems still exist on the way to success, especially for the research on the patterns of Newspaper Groups. Therefore, it would be very meaningful to investigate both in theoretical and practical areas. In this dissertation, the methodology of dialectical materialism and historical materialism has been applied, with the combinations of empirical and logical analysis, macro and micro analysis. Based on the theories of Management Science and other relative sciences, this dissertation aims at doing a research on the patterns of operation strategy, management system, marketing and financial management of Newspaper Groups. This dissertation highlights the following ideas: First of all, on the basis of investigation into the Newspaper Groups, especially in their international circumstance, development process, present situation and the future, the new patterns of operation strategy and management system to Newspaper Group have been put forward. At present, there are a lot of studies of Newspaper Groups’general development strategies. However, further study in this area is insufficient. In this dissertation, new patterns of operation strategy and management system for Newspaper Groups has been put forward, and it is also suggested that a strategy combined with the media development, industry growth and human resource is the most important for the further development of Newspaper Groups. Besides, a fine corporate governance structure with the directorate and surveillance committee should also be established. According to the function and characteristic, a chief-editor can be employed who is in charge of the edit publishing committee which supervises the news business and assigns the general manager who administers the management committee that deals with the management work. Then, on the basis of analyzing the secondary sales and their relationships, a new pattern of Ad investment is suggested. It will be the final result for the Ad that runs good or not, and it becomes an effective way to increase the circulation. So, many foreign experts have discussed different countermeasures that refer to the importance, restriction and increasing earnings of Ad except the models for Ad investment. This dissertation presents some models for Ad investment: (1) Marginal utility model. With the investment growing, marginal utility will be increasing at a proper value and then decreasing gradually.(2) IRE model. In the case of the plentiful market, the gains will be several times as its initial investment. (3) Force model. If you want to get the region values of market that can acquire plant of sales, you must put stress on Ad. (4) Concentration model. Ad investment always affects the market structure and concentration. Finally, on the basis of considering the theory of Newspaper Group of capital distribution, it presents the way of capital distribution and evaluation criterion. In China, Newspaper Groups are state-owned corporations which are impossible for entering the capital market as a whole because of government policy. So, this paper believes that all commercial assets should be involved in capital distribution except newspaper collection assets. In this dissertation, it puts forward the way of capital distribution to Newspaper Groups and establishes the efficiency evaluation criterion that includes sociality, profitability, mobility, growth, and security.更多还原