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本文以江西科学技术出版社为例，介绍并分析了出版社现行发展战略及存在
的问题，通过 SWOT 分析模型对行业所处环境进行分析, 同时借鉴国内其他出版
企业转型的成功案例，归纳整理出出版社在数字网络时代下企业的战略选择，并
根据所提出的战略制定了配套的实施方案和保障性措施
本文认为江西科学技术出版社现行发展战略存在不能适应网络时代的变化、
不能适应消费者需求复杂的要求、不能适应市场不断推陈出新要求三个方面的问
题，出版市场准入标准降低、数字信息技术迅速发展等各种因素使出版环境更为
复杂，竞争更加激烈。建议采用多种出版模式的数字出版战略、数字平台建设的
出版战略、品牌建设的数字出版战略，以适应数字网络时代，同时提出为保障战
略有效实施，要有优化组织结构、加强数字出版人才队伍建设、转变思路等措施
关键词：江西科学技术出版社；发展战略；数字媒体II
Abstract
The rapid development of science and technology level is constantly affecting
people&39;s lives, digital tide swept the world nowadays, people&39;s reading habits are
quietly changing. Relying on the Internet as a reading medium, can more quickly and
easily search for books you want to read and provide the contents of the book
fragments, reducing the time to buy books and economic costs. At the same time,
technological innovation to read the terminal equipment constantly innovation, this
series of advantages will be considered the future development trend of the publishing
industry, continue to bring great impact on paper publications. Many of the domestic
publishing enterprises part of the market share by digital publishing to seize, in the
face of enormous pressure at the same time, varying degrees have been put into
development digital publishing. How to make new business development strategies
and find new business models and profit growth points are of great significance to
professional publishers under the premise of guaranteeing traditional publishing
advantages. It is the focus of this paper to explore the successful development
experience of other publishers&39; strategic transformation and explore the development
strategy of professional publishing network under the background of digital network.
This paper takes Jiangxi Science and Technology Press as an example to introduce
and analyze the current development strategy and existing problems of the publishing
house. Analyze the environment of the industry through SWOT analysis model, and
draw lessons from the successful cases of other domestic publishing enterprises.
Publishers in the digital network era under the strategic choice of enterprises, and in
accordance with the proposed strategy to develop a supporting implementation of the
program and safeguards.
This paper argues that the current development strategy of Jiangxi Science and
Technology Publishing House can not meet the requirements of the Internet age, can
not meet the requirements of complex consumer demand, can not meet the
requirements of the market innovation requirements, the current published market
access standards, digital information Technology and the rapid development of
various factors so that the publishing environment has undergone enormous changes.
In the era of digital network, it should adopt the business strategy, the competitiveIII
strategy and the brand strategy. In order to effectively implement the safeguard
strategy, we can adopt the measures such as optimizing the organizational structure,
strengthening the construction of the human resources team and changing the
thinking.
Key words: Jiangxi Science and Technology publishing house ； Development
strategy；digital mediaIV
目 录
摘要....I
Abstract..........II
目 录..Ⅳ
1 绪论....1
1.1 研究背景及研究意义.1
1.1.1 研究背景..........1
1.1.2 研究意义..........1
1.2 国内外相关文献综述.2
1.2.1 数字网络时代概念与特征......2
1.2.2 数字网络时代对出版社发展的机遇与挑战..2
1.2.3 研究评价..........4
1.3 研究框架及方法.........4
1.3.1 研究框架..........4
1.3.2 研究方法..........5
2 企业发展战略相关理论概述7
2.1 战略管理的相关理论.7
2.2 战略分析工具.7
2.2.1 PEST 分析法.....7
2.2.2 波特五力模型..8
2.2.3 SWOT 分析法.....9
2.3 基本竞争战略...........10
2.3.1 成本领先战略10
2.3.2 差异化战略....10
2.3.3 集中化战略....10
3 江西科学技术出版社现行发展战略及存在的问题..........12
3.1 江西科学技术出版社介绍...12
3.2 江西科学技术出版社现行战略背景...........14
3.2.1 组织结构........14
3.2.2 人力资源分析15V
3.2.3 经营状况........16
3.2.4 财务分析状况17
3.3 江西
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