摘要
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摘要
随着网络的发展和移动手持设备的普及，电子阅读日益被人们接受。这一阅读
习惯的改变给图书馆的资源供应商带来了巨大挑战。超星数字图书公司创立于 1993
年，是我国最早从事电子图书馆配业务的企业，经过三十多年的发展成长，超星数
字图书公司已经发展成为覆盖全国 90%以上图书馆的行业领跑者。然而，传统的纸
质馆配企业纷纷涉足电子图书馆配市场，打破原有行业格局，超星数字图书的发展
受到巨大威胁。因此，如何在外部机遇和威胁并存的情况下，进行企业战略选择以
进一步提升核心竞争力，成为超星数字图书公司亟待解决的问题

本文以超星数字图书公司为研究对象，通过企业内外部环境分析，继而进行企
业战略方案设计与实施。首先，基于国内外电子图书馆配行业发展研究和战略管理
研究成果，在服务业理论的基础上，概括电子图书馆配行业战略管理的相关理论，
为文章奠定理论根基；其次，基于 PEST 和五力模型对超星数字图书公司宏观环境
和行业竞争环境进行分析，基于价值链分析和职能分析对超星数字图书公司内部环
境进行分析；然后，基于 SWOT 矩阵进行超星数字图书公司战略方案设计与选择，
确定公司总体战略目标，根据战略目标划分出 3 个战略阶段和各阶段战略方案；并
从后向一体化、从后向一体化、差异化创新及国内市场开发等多个方面为超星数字
图书公司提供了可行策略；最后，从人力资源管理、组织结构调整、企业文化建设
以及绩效考核评价等角度对战略实施进行详细的叙述

关键词：电子图书馆配公司；环境分析；战略管理；SWOT 矩阵燕山大学工商管理硕士学位论文
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Abstract
With the development of the network and the popularity of mobile handheld devices,
electronic reading has increasingly been accepted. This change in reading habits has
brought great changes to the e-book library vendor. Superstar digital book company was
founded in 1993, is the earliest company engaged in e-book supply business, after more
than 30 years of development, Superstar digital book company has covered more than
90% of the market, and become an industry leader in this business. However, with the
decline in the purchase of paper books, the traditional paper book supplier with
enterprises have set foot in the electronic library market, Cause a threat to Superstar
digital book company. Therefore, in the case of external opportunities and threats
coexist,how to choose the strategy of the enterprise so as to be able to maintain the core
competitiveness, become a problem that Superstar digital book company needs to solve.
In this paper, Superstar digital book company as the research object, through the
internal and external environment analysis, followed by enterprise strategy design and
implementation. First of all, based on the domestic and international research and
development of electronic library industry research and strategic management research
results, summarizes the theory of strategic management of electronic library industry,
laying the theoretical foundation for the article; Secondly, based on PEST and five force
model superstar digital book company macro Environment and industry competitive
environment analysis. Based on the value chain analysis and functional analysis, the
internal environment of Superstar digital book company is analyzed. Then, based on
SWOT matrix, the strategic plan design and selection of superstar digital book company
are determined to determine the overall strategic goal of the company. According to the
strategic goal and then divided the three strategic stages and the strategic plan of each
stage. Finally, the implementation of the strategy is described in detail from the aspects of
human resource management, organizational structure adjustment, corporate culture
construction and performance evaluation.Abstract
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Keywords: Superstar digital book company; strategic management; internal and external
environment analysis; SWOT matrix目 录
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目 录
摘要.......I
ABSTRACT .........II
第 1 章 绪 论.....1
1.1 课题研究背景和研究意义 1
1.1.1 研究背景.........1
1.1.2 研究意义.........2
1.2 国内外研究现状 ....3
1.2.1 国外研究现状.3
1.2.2 国内研究现状.4
1.2.3 国内外研究综述.........6
1.3 研究内容和方法 ....7
1.3.1 研究内容.........7
1.3.2 研究方法.........8
第 2 章 相关理论基础...10
2.1 基础理论及概念界定 ......10
2.1.1 数字图书馆相关理论...........10
2.1.2 数据库相关理论.......11
2.1.3 数字出版业相关理论...........13
2.1.4 电子图书相关理论...15
2.2 服务业相关理论基础 ......16
2.2.1 服务业范围...16
2.2.2 服务业分类...17
2.2.3 知识密集型服务业...18
2.3 企业战略管理相关理论基础 ......18
2.3.1 企业战略管理的含义及过程 ..........18
2.3.2 企业竞争战略的内涵和分类 ..........20
2.3.3 五力模型分析法.......21
2.3.4 SWOT 分析法 ...........23
2.4 本章小结 ..24
第 3 章 超星数字图书公司外部环境分析 ......25燕山大学工商管理硕士学位论文
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3.1 宏观环境分析 ......25
3.1.1 政治、法律环境.......25
3.1.2 经济环境.......27
3.1.3 社会文化环境...........29
3.1.4 技术环境.......30
3.2 行业竞争环境分析 ..
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