本文選題：圖書(shū)出版產(chǎn)業(yè) + 產(chǎn)業(yè)鏈演化��； 參考：《中南大學(xué)》2013年博士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)的發(fā)展,文化產(chǎn)業(yè)面臨著難得的發(fā)展機(jī)遇。作為文化產(chǎn)業(yè)核心層的圖書(shū)出版產(chǎn)業(yè),盡管近些年發(fā)展迅速,但面對(duì)數(shù)字出版的發(fā)展趨勢(shì)和產(chǎn)業(yè)鏈的演化,在發(fā)展中面臨許多困境,如紙質(zhì)圖書(shū)產(chǎn)能過(guò)剩,銷(xiāo)售額增長(zhǎng)緩慢等。而以數(shù)字出版為代表的多媒介出版呈現(xiàn)快速增長(zhǎng)趨勢(shì)�；谑袌�(chǎng)和技術(shù)的變化,圖書(shū)出版產(chǎn)業(yè)鏈發(fā)生了很大演化。因此,依托圖書(shū)出版產(chǎn)業(yè)鏈演化的背景,從企業(yè)的投資結(jié)構(gòu)、企業(yè)間競(jìng)合關(guān)系以及產(chǎn)業(yè)鏈價(jià)值分配等角度,深入系統(tǒng)探討我國(guó)圖書(shū)出版企業(yè)的投資轉(zhuǎn)型,是一個(gè)具有重要理論和現(xiàn)實(shí)意義的課題。 本文主要探討在產(chǎn)業(yè)鏈演化背景下,圖書(shū)出版企業(yè)所面臨的投資轉(zhuǎn)型問(wèn)題,包括對(duì)產(chǎn)品、市場(chǎng)領(lǐng)域的再選擇,以及產(chǎn)業(yè)鏈環(huán)節(jié)和競(jìng)爭(zhēng)決策的變化和調(diào)整,以探求在新產(chǎn)業(yè)環(huán)境下企業(yè)投資轉(zhuǎn)型之道。采用企業(yè)投資和經(jīng)營(yíng)數(shù)據(jù),運(yùn)用案例分析和實(shí)證研究相結(jié)合的方式,分析圖書(shū)出版企業(yè)投資轉(zhuǎn)型過(guò)程及對(duì)產(chǎn)業(yè)和企業(yè)發(fā)展的影響。 運(yùn)用產(chǎn)業(yè)鏈演化理論,采用數(shù)據(jù)分析與理論分析相結(jié)合的方式,探討了圖書(shū)出版產(chǎn)業(yè)鏈的演化。信息傳播技術(shù)的演進(jìn),促使了圖書(shū)出版產(chǎn)業(yè)的技術(shù)升級(jí),改變了圖書(shū)編輯方式和傳播途徑；與此同時(shí),數(shù)字閱讀的消費(fèi)模式日趨成熟；產(chǎn)業(yè)管制逐漸放松,越來(lái)越多的產(chǎn)業(yè)和資本形態(tài)以各種方式參與到圖書(shū)出版業(yè)的競(jìng)爭(zhēng)；網(wǎng)絡(luò)運(yùn)營(yíng)商、通信運(yùn)營(yíng)商和電子設(shè)備制造商等大額資本投入,使數(shù)字出版的商業(yè)模式日趨成熟、產(chǎn)品日趨豐富。以“編—印—發(fā)”為主要環(huán)節(jié)的傳統(tǒng)圖書(shū)出版產(chǎn)業(yè)鏈發(fā)生演化,正在向“內(nèi)容制作—內(nèi)容集成—媒介傳播—衍生產(chǎn)品”方向演進(jìn),并呈現(xiàn)出紙質(zhì)出版與數(shù)字出版并重,傳播方式多元化、閱讀媒介電子化、產(chǎn)品形式豐富化的新型圖書(shū)出版產(chǎn)業(yè)鏈特征。 采用灰色數(shù)學(xué)計(jì)量模型分析了圖書(shū)出版產(chǎn)業(yè)消費(fèi)勢(shì)能的變化。相關(guān)數(shù)據(jù)表明,產(chǎn)業(yè)消費(fèi)勢(shì)能呈現(xiàn)紙質(zhì)出版產(chǎn)能過(guò)剩,數(shù)字出版消費(fèi)勢(shì)能增大的態(tài)勢(shì),表明圖書(shū)出版企業(yè)應(yīng)該實(shí)現(xiàn)產(chǎn)品投資結(jié)構(gòu)的轉(zhuǎn)型。通過(guò)演化博弈模型的推導(dǎo)和產(chǎn)業(yè)鏈價(jià)值分配體系的分析,表明圖書(shū)出版企業(yè)的競(jìng)合關(guān)系發(fā)生變化。放棄產(chǎn)業(yè)一體化戰(zhàn)略,在有限產(chǎn)業(yè)鏈環(huán)節(jié)進(jìn)行投資布局,是在現(xiàn)有資源條件下實(shí)現(xiàn)企業(yè)價(jià)值最大化的有效投資策略。 采用統(tǒng)計(jì)分析和實(shí)證分析相結(jié)合的方法,對(duì)我國(guó)圖書(shū)出版上市公司的投資轉(zhuǎn)型和投資效果進(jìn)行分析。研究發(fā)現(xiàn)圖書(shū)出版企業(yè)在傳統(tǒng)產(chǎn)業(yè)鏈環(huán)節(jié)的投資布局仍然是重點(diǎn),在演化后的產(chǎn)業(yè)鏈環(huán)節(jié),少數(shù)企業(yè)進(jìn)行了投資轉(zhuǎn)型,但是基本沒(méi)有形成產(chǎn)能,投資轉(zhuǎn)型不明顯。對(duì)企業(yè)投資與產(chǎn)業(yè)發(fā)展的關(guān)系進(jìn)行分析發(fā)現(xiàn),原有產(chǎn)業(yè)鏈環(huán)節(jié)下的投資模式只能帶來(lái)產(chǎn)能的增加,并沒(méi)有迎合新的消費(fèi)模式的轉(zhuǎn)變,實(shí)證研究結(jié)果表明,企業(yè)的投資只能在很小程度上提升企業(yè)經(jīng)營(yíng)績(jī)效。 采用案例分析方法,對(duì)國(guó)內(nèi)外積極實(shí)施產(chǎn)業(yè)鏈演化下投資轉(zhuǎn)型的圖書(shū)出版企業(yè)進(jìn)行個(gè)案研究。結(jié)果表明：按照出版內(nèi)容的專(zhuān)業(yè)屬性分類(lèi)原則,選擇有限專(zhuān)業(yè)出版方向進(jìn)行圖書(shū)內(nèi)容制作的質(zhì)量?jī)?yōu)化和衍生產(chǎn)品開(kāi)發(fā),在數(shù)字集成和媒介傳播環(huán)節(jié)采取合作開(kāi)發(fā),實(shí)施有限產(chǎn)業(yè)鏈環(huán)節(jié)的投資布局,有助于企業(yè)實(shí)現(xiàn)投資轉(zhuǎn)型。企業(yè)投資轉(zhuǎn)型成功經(jīng)驗(yàn)的提煉,對(duì)于我國(guó)圖書(shū)出版企業(yè)的投資轉(zhuǎn)型具有重要的借鑒意義。
[Abstract]:With the development of China's economy, the cultural industry is facing a rare opportunity for development. As the core layer of the cultural industry, the book publishing industry has developed rapidly in recent years. But in the face of the development trend of digital publishing and the evolution of the industrial chain, there are many difficulties in the development, such as the excess capacity of paper books, the slow growth of sales and so on. Based on the changes of market and technology, the industry chain of book publishing has undergone great evolution. Based on the background of the evolution of the book and publishing industry chain, the Chinese books are systematically discussed from the perspective of the investment structure of the enterprises, the competing relations among enterprises and the distribution of the value of the industrial chain. The investment transformation of publishing enterprises is a topic of great theoretical and practical significance.
This paper mainly discusses the problem of investment transformation facing the book and publishing enterprises under the background of industrial chain evolution, including the choice of products and market areas, the change and adjustment of industry chain and competition decision, in order to explore the way of enterprise investment transformation under the new industry environment. Combined with empirical research, this paper analyzes the investment transformation process of book publishing enterprises and its impact on the development of industries and enterprises.
Using the theory of industrial chain evolution and the combination of data analysis and theoretical analysis, the evolution of the book publishing industry chain is discussed. The evolution of the information communication technology has promoted the technical upgrading of the book publishing industry and changed the way of book editing and dissemination. More and more industries and capital forms are participating in the competition of books and publishing in various ways; large amount of capital input such as network operators, communication operators and electronic equipment manufacturers has made the business model of digital publishing increasingly mature, and the products are increasingly rich. The traditional books with "printing - print" as the main link The evolution of the publishing industry chain is evolving to the direction of "content production - content integration - media spread - derivative products", and presents a new type of book publishing industry chain characterized by the importance of both paper publishing and digital publishing, diversification of communication modes, electronic reading media, and rich product form.
The change of the consumption potential of the book publishing industry is analyzed by the grey mathematical model. The related data show that the potential energy of the industrial consumption is overcapacity in paper publishing and the trend of increasing the potential energy of digital publishing. It shows that the book publishing enterprise should realize the transformation of the investment structure of the product. The analysis of value distribution system shows that the coopetition relationship of the book publishing enterprise has changed. To give up the strategy of industrial integration and to invest in the link of the limited industrial chain is an effective investment strategy to maximize the value of the enterprise under the existing resource conditions.
The method of combining statistical analysis and empirical analysis is used to analyze the investment transformation and investment effect of the Chinese book publishing companies. The research finds that the investment layout of the book publishing enterprises in the traditional industrial chain is still the key point. In the evolution of the industrial chain link, the few enterprises have made the investment transformation, but they have no shape. The relationship between investment and industry development is not obvious. The analysis of the relationship between enterprise investment and industrial development shows that the investment model under the original industrial chain can only bring the increase of production capacity, and does not cater for the change of the new consumption pattern. The empirical results show that the enterprise investment can only improve the business performance in a small degree.
Using the case analysis method, this paper makes a case study on the book and publishing enterprises which are actively carrying out the investment transformation under the industrial chain evolution at home and abroad. The results show that the quality optimization and the derivative product development of the book content production are selected according to the classification principle of the professional attributes of the publishing content, and the digital integration and media transmission are carried out in the light of the limited professional publishing direction. The cooperative development of the sowing link and the implementation of the investment layout of the limited industrial chain will help the enterprises to realize the transformation of investment. The successful experience of the enterprise investment transformation is of great significance for the investment transformation of the book publishing enterprises in China.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G239.2-F;F275

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