I 摘要 出版产业是我国文化产业的重要组成部分。目前，我国出版企业大致分为 大型出版集团、中小专业出版社和城市出版社三类。城市出版社是上世纪八、 九十年代为促进新闻出版产业的发展，国家批准在部分省会城市和计划单列市 成立的16家出版社。经过长期的耕耘奋斗，城市出版社的发展取得长足进步， 已发展成为出版产业的一支重要力量。随着改革进程的不断深化，新兴出版迅 猛发展，融合出版时代加速到来，城市出版社面临着难得的发展机遇和严峻的 挑战。青岛出版社在城市出版社发展中非常具有代表性，走出一条适合自身发 展兼具城市出版特色的“青岛样本”。自2010年起，青岛出版社已连续八年总体 经济规模位居副省级城市出版社首位。由于内外部环境的影响，加之国有文化 企业所具有的意识形态属性，目前青岛出版社发展也面临着产品种类不够丰富、 利润增长点匮乏等问题，本文通过对青岛出版社内外部环境的分析，对其管理 制度、人力资源和经营模式等方面进行战略规划重构，以期为青岛出版社发展 提供积极建议，为城市出版社转型提供有益借鉴。 关键词：转型期；青岛出版社；战略管理 ABSTRACT II ABSTRACT PublishingindustryisanimportantpartofChina'sculturalindustry.Atpresent, China'spublishingenterprisesareroughlydividedintolargepublishinggroups,small andmedium-sizedprofessionalpublishinghousesandCityPublishinghouses.City PublishingHouseisagroupof16publishinghousesestablishedinsomeprovincial capitalsandcitieswithseparateplansinordertopromotethedevelopmentofthe pressandpublishingindustryinthe1980sand1990s.Afteralong-termhardwork, thedevelopmentofurbanpublishinghouseshasmadegreatprogress,andhasbecome animportantforceinthepublishingindustry.Withthedeepeningofthereform process,therapiddevelopmentofnewpublishingandtheaccelerationoftheeraof integratedpublishing,Citypublishinghousesarefacingrareopportunitiesfor developmentandseverechallenges.QingdaoPublishingHouseisveryrepresentative inthedevelopmentofurbanpublishinghouses.Ithasdevelopeda"QingdaoSample" whichissuitableforitsowndevelopmentandhasthecharacteristicsofurban publishing.Since2010,QingdaoPublishingHousehasrankedfirstamongthe sub-provincialcitypublishinghousesintermsofoveralleconomicscaleforeight consecutiveyears.Duetotheinfluenceofinternalandexternalenvironmentandthe ideologicalattributesofstate-ownedculturalenterprises,thedevelopmentofQingdao PublishingHouseisalsofacingtheproblemsofinsufficientvarietyofproductsand lackofprofitgrowthpoints.Thispaperanalyzestheinternalandexternal environmentofQingdaoPublishingHouse,anditsmanagementsystem,human resourcesandmanagementmodel.Inordertoprovidepositivesuggestionsforthe developmentofQingdaoPublishingHouseandprovideusefulreferenceforthe transformationofurbanpublishinghouses. Keywords:transformationperiod;Qingdaopublishinggroup;strategicmanagement 目录 1 目录 第一章绪言·····································································································1 第一节论文研究的背景、目的及意义························································1 一、研究背景································································································1 二、研究目的和意义·······················································································2 第二节国内外文献综述··············································································2 第三节研究方法与路径··············································································4 一、研究方法································································································4 二、研究路径································································································4 第四节预期创新之处··················································································5 第二章相关概念界定及理论综述······························································6 第一节相关概念界定··················································································6 一、战略及战略管理理论················································································6 二、城市出版社概念·······················································································8 三、转型期的概念··························································································9 第二节城市出版社发展进程和趋势····························································9 第三节战略管理理论的发展······································································11 第三章青岛出版社发展的内部环境分析···············································13 第一节青岛出版社简介·············································································13 第二节青岛出版社的组织及人员状况······················································13 一、青岛出版社的组织构架············································································13 二、青岛出版社人员状况···············································································14 第三节青岛出版社的产品及服务······························································15 第四节青岛出版社的经营状况··································································16 第五节青岛出版社存在的主要问题··························································17 第四章青岛出版社发展的外部环境分析···············································19 第一节青岛出版社发展宏观环境PEST分析············································19 目录 2 一、政治环境······························································································19 二、经济环境······························································································19 三、技术环境······························································································21 四、社会文化环境························································································22 第二节青岛出版社发展行业环境五力模型分析················