【作者】 祝宁；

【导师】 陈少华；

【作者基本信息】 华中科技大学 ， 传播学， 2012， 硕士

【摘要】 2009年以来，全球金融危机的侵袭逐步平静，技术的步伐越走越快，我国的新闻出版单位掀起了总体转企改制的浪潮，各省出版传媒企业恰恰在此时搭上了数字化的列车，助推产业升级，完成企业制转型，以全新的面貌投入到出版产业的市场竞争中去。然而在数字化发展初期，出版传媒企业由于受到自身管理体制、经营策略、观念意识的制约，受到来自外部的市场竞争、政府法规等因素的影响，还没能摸索出一条清晰、规范、有效的数字化发展之路。本文力图在理论分析的基础上提出出版传媒企业数字化发展的策略和切实可行的商业模式，并辅以长江出版传媒集团的实例作为理论分析的印证和实际借鉴。对于数字出版这个领域，学术研究成果已经颇为丰富，从出版产业角度出发的产业链研究，从经济学角度出发的商业模式研究，从技术角度出发的印刷技术、人才建设等，本文正是在对以往文献研究的基础上，结合对长江出版传媒集团各个层级、部门的不同岗位在职人员的采访，以及全国重点省级城市的出版传媒企业的调研数据，对我国的出版传媒企业数字化发展提出了自己的见解，其中包括内容资源数字化的策略、管理机制以及组织结构数字化、出版集团在新的产业链中的定位问题、商业模式的选择等。目前，我国出版传媒企业在转企改制，产业升级发展的第二个五年里，应将自己定位在数字内容提供商及运营商的角色上，占据数字出版产业链中上游重要位置，与其他企业合作，多元化的发展数字业务，并要从内部组织管理开始数字化蜕变，走一条组合型的商业模式路线，采取多角度的发展策略。更多还原

【Abstract】 Since2009, the invasion of the global financial crisis is just calm, getting faster andfaster pace of technology, the China Press and Publication unit population into enterpriseswave, the provinces is precisely at this time to catch a train of digital publishing and mediaenterprises to help push industrial upgrading, the transition complete enterprise system, awhole new look to the market competition in the publishing industry. However, in theearly stages of development of digital publishing media companies due to their ownmanagement structure, business strategy, the concept of awareness of the constraints,subject to market competition, government regulations, and other factors from the outside,not been able to find a clear, standardized, effective digital development. This paper triesto publishing media enterprise digital strategy and viable business model on the basis oftheoretical analysis, and supplemented by an instance of the Yangtze River Publishing&Media Group confirmed as a theoretical analysis and the actual draw.For digital publishing in this field, academic research has been quite rich, industrialchain departing from the perspective of the publishing industry, business model startingfrom an economic point of view, from a technical standpoint, printing technology,personnel development, this paper is in on the basis of the literature of the oldergeneration, and the Yangtze River publishing&Media Group at all levels of the differentpositions of the departments serving staff interviews, and key provincial cities of thecountry published in the media business research data on China’s publishing mediaenterprise digital own views, including digital content resources policy, managementmechanism and organizational structure of digital publishing group in the new industrialchain positioning, business model selection and feasibility analysis.At present, China’s publishing and media enterprises into enterprises, industrialupgrading and the development of the second five-year, should position themselves in therole of digital content providers and operators, accounting for the digital publishing animportant position in the upstream industry chain, and other enterprise cooperation,diversified development of digital business, and from the development strategy of the internal organization and management of digital transformation, and take a combination ofbusiness models, take the multi-angle.更多还原