【作者】 罗伟；

【导师】 熊中楷；

【作者基本信息】 重庆大学 ， 工商管理， 2006， 硕士

【摘要】 九十年代初期开始,我国报业就出现了朝集团化方向发展的势头,一个最明显的标志是,许多报社纷纷创办起子报子刊。国家新闻出版署从1994年开始,经过一年多的论证和考察,终于在1996年1月选定广州日报作为国内首家报业集团的试点单位。经过近十年的发展,我国现在共有报业集团40家,人们对报业集团的认识也随着报业集团试点的探索、实践和发展而不断深入。报业集团战略管理是媒介管理中的一次质的飞跃,是媒介管理中最重要的、最高层次的管理。由于我国的特殊国情,报业“习惯”了事业单位的管理模式,有时即使有一些战略上的考虑和策划,那只能算是带有点主动性、创新性的“计划管理”、“职能管理”。特别是二十世纪九十年代以来,我国的报业正在经历一场前所未有的大变革,在这个“重新洗牌、群雄纷争、彻底变革”的时代,各报业集团只能紧紧跟随时代的脉搏,贴近我国改革开放、经济发展和媒介产业起飞的现实,运用正确的媒介战略论、媒介战略评价方法论等反映当代媒介战略管理新发展的前沿性理论,追赶时代前进步伐,适应中国报业集团的发展现状。本论文在介绍研究背景,研究的思路、目的和方法的前提下,依据媒介战略管理的一般理论,以重庆日报报业集团为研究对象,做以下几方面的研究工作:首先,从宏观环境、产业环境、竞争环境三个方面入手,对报业集团所处的外部环境(机会和威胁)进行全面的分析。其中,竞争环境分析主要采用波特的五种力量模型。然后,从报业集团的体制、资源、报纸产品等多方面,重点剖析集团所具有的内部优势和劣势。第三,在内外部环境分析的基础上,提出重庆日报报业集团的发展战略远景和分三步走(2006—2010、2011—2015、2016—2025)的中长期发展战略目标。采用威胁-机会-劣势-优势(TOWS)矩阵和波士顿集团(BCG)矩阵两个定量分析工具,互相补充和验证,匹配出重庆日报报业集团各个可能的发展战略。在综合分析的基础上,得出重庆日报报业集团在未来五年或更长一点时间内的总体发展战略与重点战略。第四,对报业集团重点战略提出初步的具体执行方案,并进行概略的方案分析、比较和评价。更多还原

【Abstract】 From the early nineties, the tendency becomes more and more obvious that the newspaper industry of China is developing towards collectivization. One of the most distinct signs is that many newspaper offices originate sub-newspapers and sub-magazines. From 1994 on, after the researches and demonstration during more than one year, National News Publication Bureau selects Guangzhou Daily as the first experimental unit in the national newspaper industry in January, 1996. With nearly ten-year development, there are totally 40 newspapering groups in China. And views on the newspapering groups become gradually thorough with the exploration, practice and development of the experimental unit.The strategic management of newspapering groups is a qualitative leap in the media management, which is also the most important and highest. Because of special situation in china, newspaper industry is used to having the institutional management pattern. Even there are some strategic consideration and plans sometimes, they can only be called active and innovative“planned management”,“functional management”. Especially from the nineties of the 20th century, the newspaper industry of China is under unprecedented revolution. In the era of reshuffling, competing and transforming, what can newspapering groups do is to follow closely the new century, press close to the reality of reformation and opening to the world, the development of economy and the takeoff of the media industry, and use appropriate media strategies and media strategic estimation methodology which reflect the new development of media strategic management and which are front theories to go after the developing era and adjust to the present situation of Chinese newspapering groups.The paper firstly introduces the background of researching, and the thinking, purpose, method of researching. With this premise, According as the general theory of strategic management of the medium, making Chongqing Daily newspapering groups as the object, the paper does some researches from the following aspects: firstly, the paper analyzes in the round the exterior factors (opportunities and threats) of newspapering groups from macroscopic environment, industrial environment and competition environment. Here the analysis of competition environment mainly adopts five models of Porter,M.E. Secondly, the paper mainly explores the interior advantages and disadvantages the groups have from the system, sources and newspaper products of the newspapering groups. Thirdly, on the basis of analyzing interior and exterior factors, the paper puts forward the strategic developmental future of Chongqing Daily and the three-step (2006—2010、2011—2015、2016---2025), medium and long-term development goals. Next, with the quantitative analysis tools called threat-opportunity-weakness-superiority (TOWS) and Boston Group (BCG) which are complementary and can validate each other, the paper matches every possible development strategies which Chongqing Daily Groups can have. Based on the comprehensive analyses, the writer finds out the list of the overall development strategies and important strategies of Chongqing Daily Groups in future five years and more a long time . Fourthly, the paper also advances primary and concrete administration schemes for important group strategies, and bring into effect analysis, comparison and estimation to the schemes.更多还原