【作者】 张玲；

【导师】 张志强；

【作者基本信息】 南京大学 ， 编辑出版学， 2011， 硕士

【摘要】 随着我国出版体制改革的进一步深化和数字技术在出版领域的广泛应用,出版单位跨行业、跨地区、跨所有制、跨国界经营已经成为必要和可能。如凤凰出版传媒集团在做大做好做强出版、发行业务的同时,借助国家重视文化改革发展的契机,实施“倍增计划”,拉长产业链,整合优质资源,投身房地产、贸易、物流、文化Mall、全媒体平台信息服务和文化CBD工程等,成为了全国文化产业战略投资者,实现了销售收入和净资产双超“百亿”的目标。当然,从国内外整体来看,不少出版单位在多元化经营的过程中,遇到了大量的问题和困难,他们迫切需要借鉴同行在拓展业务时“逢山辟路,遇河搭桥”的成功做法和经验。这样的背景下,研究百年之前商务印书馆的电影业也就具有特别的意义了。商务的成立是近代中国出版史和文化史的一个重要里程碑,研究它的电影业为今天出版集团的跨媒介经营和多元化经营带来的启示不容小觑。本文综合研究了商务印书馆电影业的创立发展、经营特色和出品影片,在此基础上结合多元化经营和跨媒介经营的相关理论和研究思路分析了商务印书馆电影业和出版业之间的互动,总结了商务印书馆电影业在十年间的贡献与不足,最后简要地针对当今出版企业的跨媒介和多元化经营行为提出了一些想法。论文一共分为七个部分：一、导论。介绍论文的选题背景、研究意义、研究现状、思路方法和主要创新之处,此外,还概述了多元化经营和跨媒介经营的相关理论。二、商务印书馆电影业简史。本文将整个过程分为初创时期、活动影片部时期、国光影片公司时期三阶段,对各个时期的演变、规模、人员、机构等方面做了简要的归纳、论述。三、商务印书馆电影业的经营特色。该部分总结了商务印书馆电影业在经营方面坚持教育宗旨、资本投入大、重视与国外交流以及实行自制自销、代摄代制的经营模式等特色。四、商务印书馆所出影片分析。首先介绍了五大类型的商务影片概况和其中的转变,进而总结当时社会对其影片的正面评价和反面评价。五、商务印书馆出版与电影的互动。具体包括出版为电影提供基础、出版与电影资源整合两个层面。六、商务印书馆电影业的贡献和反思。这一章探讨了它对出版业、电影业以及社会三个有关方面的贡献,并从影坛大环境的改变、商务印书馆管理层的影响和商务电影部门自身的缺陷三方面着手来进行反思。七、结语。简要回顾了全文的内容,指出了论文的不足之处,并针对当今出版企业的跨媒介经营行为提出了一些看法。希望本文的研究对出版史和当今的出版实务均能有所贡献。更多还原

【Abstract】 With publishing system reform going further and digital technology developing fast, it is necessary and possible for publishers to take cross-industry, cross-region and cross-ownership operations. Take the Phoenix Publishing & Media Group for example, it is extending the industrial chain, integrating the high-quality resources and investing on real estate, trade, cultural malls, media platform of information services and cultural CBD projects. Both the sales revenue and net assets of the Phoenix Publishing & Media Group have been over tens of billions.However, there are many problems for the domestic publishing groups in their diversification processes. They desperately need to learn from the peers. In this context, it has a special significance to study on the film business of the Commercial Press which started almost a hundred years ago. The establishment of the Commercial Press is an important milestone in publishing history and cultural history, thus the revelation we get for cross media and diversification activities of publishing groups today through researching on this subject can not be ignored.The thesis studied on the foundation, development, operating characteristics and productions of the Commercial Press’s film business. Based on this, it brought in the theories and research ideas of cross media and diversification management, then analysed the interaction between the publishing business and the film business inside the Commercial Press. The contribution and shortage of the Commercial Press’s film business were discussed later. At last, a brief suggestion was given to the publishing enterprises nowadays for cross-media activities.The thesis consists of seven parts.PartⅠ:Introduction. In this part, the research background, significance, and the situation of study were presented first. Then pointed out the train of thought, methods and innovation. Besides, it also introduced the theories of diversification and cross media management.PartⅡ:Brief history of the Commercial Press’s film business. It was divided into three parts:the start-up period, the motion picture section period and the Guoguang film company period. Things like evolution, size, personnel, and institutions of each period were all discussed here.PartⅢ:Operating characteristics of the Commercial Press. The summarized operating characteristics are the following five ones:a purpose to educate, a large capital investment, attaching importance to exchanging with foreign countries, producing and selling movies by itself and producing movies for other companies.PartⅣ:An analysis on the movies produced by the Commercial Press. Firstly, this part introduced the five main kinds of movies and the evolution among them. Later the positive evaluation and negative evaluation in the society at that time were brought in and researched.PartⅤ:The interaction between publishing business and film business inside the Commercial Press. It was studied from two aspects:publish business provided a basis for film business, the resources were integrated between publish business and film business.PartⅥ:The contribution and shortage of the Commercial Press’s film business. On one hand, here we summed up its contribution to publishing industry, film industry and the community. On the other hand, the reasons why the film business ended after ten years were discussed in three aspects:the change of the film industry, the impact from the Commercial Press’s management level and the defects of the film department itself.PartⅦ:Conclusion. We had a brief review of the research, pointed out the inadequacies and made some suggestions for the diversification and cross-media activities of the publishing enterprises today.It is hoped that this paper makes contribution to the publishing history and today’s publishing practice in some degree.更多还原