【作者】 丁杰；

【导师】 吴燕；

【作者基本信息】 南京大学 ， 出版硕士（专业学位）， 2015， 硕士

【摘要】 随着我国文化产业企业的转企改制工作逐步完成,国有资本在出版企业中的主导地位已经悄然发生变化,我国出版企业在政府的推动下开始组建成大型出版集团,出版企业集团化工作的开展成为出版产业继续稳健有序发展的重要转折点。我国组建大型出版集团是为了提高出版产业整体竞争力,除此之外也是为了迎接数字时代挑战,是我国出版产业在数字时代发展的良好契机。目前,我国出版业本身兼具双重属性,政府对其一直秉持保护却又管制的态度,在这种情况下我国出版产业整体市场化程度都不高,出版企业、出版集团的市场化管理水平以及竞争力都随之起伏。因此,客观评价出版集团的竞争力并给出有一定针对性的发展策略就显得较为重要。在此前提背景下,客观数据结合主观辨析来评价我国出版集团竞争力在提供理论参考和实践指导方面都比较有研究意义,本文通过学习并整理了我国国内学者现有的文献,尝试着界定出版集团的内涵、出版集团竞争力的涵义,以及对我国国内其他学者构建的评价指标体系和评价模型进行综述,从而确定本文选取设计出版集团竞争力评价指标的原则,选取设计适合我国出版集团竞争力的指标体系,确定各指标权重时再次结合我国出版集团的特点,明确了各指标的含义,并且总结分析了我国国内学者已有的研究成果,并结合本文的研究目的、研究意义,以迈克尔·波特的"钻石"模型及产业竞争力理论为重要理论基础构建了适合评价我国出版集团竞争力的评价模型,采用层次分析法、系数加权法、主成分分析法等方法计算分析评价模型并得出最终的评价系数,进而确定一级指标及二级指标各要素对我国出版竞争力影响权重系数,希望可以研究探索出一套比较适合我国出版集团竞争力的评价指标体系和评价模型,从而为出版集团管理人员对指标体系的量化分析和管理策略的制定提供参考,并且希望以此促进我国出版集团竞争力得到不间断地增强。本文出版集团竞争力评价模型的指标即根据波特"钻石"模型的四个影响因素生产要素、企业战略&结构和同业竞争、需求条件、相关及支持产业及两个变量因素政府、机会进行选择,将这6个指标作为一级指标,并且根据出版集团的特征细化为19个二级指标,再较为客观系统地评价分析了我国出版集团竞争力。最后以凤凰出版传媒集团为实例研究对象,结合本文的指标体系,通过查询江苏凤凰出版传媒股份有限公司历年年度报告、国家历年新闻出版产业分析报告、国家统计局行业统计年鉴、江苏省统计年鉴等确定各项指标数值,得到了凤凰出版传媒集团竞争力的评价指数,结合凤凰出版传媒集团的评价指数对其竞争力进行了实证分析,并尝试给出了增强凤凰出版传媒集团竞争力的对策。更多还原

【Abstract】 With the transforming from institution into enterprise of the cultural business,the state-owned business,as the leader of publishing business,is changing silently,China’s publishing enterprises has began to form into large publishing groupsunder the impetus of the government,the publishing enterprise collectivization work has become an important turning point in the steady and orderly development of publishing industry.In our country,the grouping of the published enterprises will improve the competitive ability of the publishing industry,and the challenge of the digital age development model is a good opportunity for the development of publishing enterprises in digital publishing.At present,China’s publishing industry has double attributes,the government has been uphold the protection and control,in this case the degree of marketization of China’s publishing industry as a whole is not high,publishing companies,publishing group,the marketization of management level and the competitiveness of the publishing group follow ups and downs.Therefore,the objective evaluation of the competitiveness of the publishing groupand specific development strategy are important.Under the background of the premise,objective data combined with subjective judgment to evaluate China’s publishing group competitiveness in terms of providing theoretical reference and practical guidance is has the research significance,this article through the study and domestic scholars in China are reviewed the existing literature,trying to define the meaning of the connotation of the publishing group,publishing group,competitiveness,and other domestic scholars in China to build the evaluation index system and evaluation model of finishing this paper,to determine the selection principle of design publishing group competitiveness evaluation index selection design is suitable for China’s publishing group competitiveness index system,determining the index weight again in combination with the characteristics of publishing group in China,and clarifies the meaning of every index.In the further study of the characteristics of the publishing group,and the influencing factors of competitiveness of publishing group,on the basis of summarizing the existing research results,domestic scholars in our country are analyzed especially publishing group competitiveness evaluation index selection of design,and combining the research purpose,research significance of this article,by Michael Porter’s "diamond" model and industrial competitiveness theory as the important theoretical foundation to construct the evaluation model for evaluation of China’s publishing group competitiveness,using the analytic hierarchy process(AHP),weighted coefficient method and principal component analysis(PCA)method to calculate and obtain the final evaluation coefficient,analysis and evaluation model,to determine primary indicators and secondary indicators weight coefficients of each factor affecting China’s publishing competitiveness,thus for publishing group management to the index system of quantitative analysis and provide certain reference for the establishment of management strategy,and hope to promote our country’s publishing group,continuously enhance competitiveness.Publishing group has many subsidiaries,involving a wide scope of business,the article publishing group competitiveness evaluation model of the index is based on Porter’s "diamond" model of the four factors influencing factor,enterprise strategy&structure and competition,demand conditions,related and supporting industries and the government,the opportunity to choose two variables factors,these six indicators as primary index,and according to the characteristics of the publishing group,refined as the nineteensub-indexs,the more objective system to evaluate China’s publishing group competitiveness are analyzed-Finally as an example of the phoenix publication medium group for research object,combined with the index system of this article,by querying the jiangsu phoenix publishing co.,LTD.,annual report,the state press and publication industry calendar year calendar year analysis report,the national bureau of statistics statistical yearbook,jiangsu statistical yearbook,etc to determine each index value,the phoenix publication medium group competitiveness evaluation index,combined with the phoenix publishing media group has carried on the empirical analysis to its competitiveness evaluation index,and try to give the phoenix publishing media group,promote the competitiveness of the group’s advice.更多还原