移动互联网时代，多媒体的内容生产方式、传播方式和消费者的阅读方式 等都在发生着日新月异的变化，传统出版市场面临着前所未有的巨大的冲击。 在愈演愈烈的市场竞争态势下，出版市场的主体——出版社，尤其是中小型出 版社受到了很大的影响，纷纷开始了对自身出路的探索。随着少儿市场日益成 为出版市场规模最大的细分市场，许多中小出版社开始进入少儿市场竞争，使 得少儿市场低质竞争的现象严重。在这种情况下，中小出版社要想保持稳定的 发展态势，势必要选择合理的发展战略。 论文以XL出版社为研究对象，通过问卷调查、访谈等形式对其现状进行了 调查，并运用战略管理的相关理论，对XL出版社现有的产品结构、科普产品构 成、发行渠道等方面进行了战略分析，发现其现阶段存在主营业务增长停滞且 有下滑趋势、新开发的业务领域思路不清晰等问题。论文运用波特五力模型分 析了XL出版社面对的出版市场竞争情况，指出XL出版社存在大量竞争者涌入 行业、潜在竞争者不断渗透、数字出版强烈冲击等外部威胁。通过SWOT分析 工具对XL出版社的发展环境进行分析，指出其发展科普科幻特色产业的优势， 同时新技术的出现也能充分挖掘该领域的潜力。在此基础上，得出了XL出版社 适合选择少儿科普科幻领域实行差异化战略的结论，明确了实施差异化战略的 条件、途径及总体思路。借鉴行业标杆经验，提出了XL出版社少儿科普科幻产 品差异化战略、项目内容化战略、产业链延伸战略等具体的战略实施内容和实 施差异化战略的保障措施。 关键词：出版市场；差异化战略；少儿科普科幻市场；全媒体运营 西安建筑科技大学硕士学位论文 1 ResearchonDifferentiatingBusinessStrategyofXLPress Specialty:BusinessAdministration Name:XiuLipeng Instructor:JinQingmei Abstract IntheageoftheMobileInternet,thecontentofmultimedia,thewayof transmissionandthewayofreadingofconsumersareallchangingwitheachpassing day,andthetraditionalpublishingmarketisfacinganunprecedentedandhugeimpact. Undertheincreasinglyfiercemarketcompetition,Astheentityofthepublishing market,press,especiallythesmallandmedium-sizedpress,hasbeengreatlyinfluenced andstartedtoexploreitsownwayout.Withthechildren'smarketbecomingthelargest submarketofthepublishingmarket,manysmallandmedium-sizedpresssbegintoenter thechildren'smarketcompetition,whichmakesthechildren'smarketlow-quality competitionserious.Inthiscase,smallandmedium-sizedpressstomaintainastable developmentsituation,itisnecessarytochooseareasonabledevelopmentstrategy. ThispapertakesXLpressastheresearchobject,investigatesitspresentsituation throughthequestionnairesurvey,interviewsandsoon,andusestherelatedtheoryof strategicmanagementThispapermakesastrategicanalysisontheexistingproduct structure,popularscienceproductcompositionanddistributionchannelsofXLpressIt isfoundthatthemainbusinessgrowthisstagnantandhasadownwardtrend,thenew businessareasofunclearthinkingandsoon.ThispaperanalyzesthecompetitionofXl pressinthepublishingmarketwithPorter'sfive-forcemodel,andpointsoutthatXL pressfacesmanyexternalthreats,suchasalargenumberofcompetitorsfloodinginto theindustry,potentialcompetitorspenetratingconstantly,strongimpactofdigital publishing,etc..ThispaperanalyzesthedevelopmentenvironmentofXlpresswith SWOTanalysistool,pointsoutitsadvantagesindevelopingcharacteristicindustryof PopularScienceFiction,andtheemergenceofnewtechnologycanfullytapthe potentialofthisfield.Onthisbasis,theauthordrawstheconclusionthatXLpressis suitabletochoosethefieldofpopularsciencefictionforchildrentoimplementthe strategyofdifferentiation.DrawingontheexperienceofIndustrybenchmarking,this paperputsforwardsomeconcretestrategies,suchasthestrategyofproduct differentiation,thestrategyofprojectcontent,thestrategyofindustrychainextension, andthesafeguardmeasuresforimplementingthestrategyofdifferentiation. Keywords:Thepublishingmarket；Differentiationstrategy；PopularScience(Science Fiction)market；All-mediaoperations 西安建筑科技大学硕士学位论文 2 目录 1绪论.....................................................................................................................4 1.1研究背景......................................................................................................4 1.2研究目的与意义..........................................................................................5 1.3研究综述......................................................................................................5 1.3.1国外相关研究.................................................................................5 1.3.2国内相关研究.................................................................................7 1.3.3国内外研究综合述评.....................................................................9 1.4研究内容与方法..........................................................................................9 2概念界定与理论基础.......................................................................................12 2.1战略管理....................................................................................................12 2.2战略管理的主要分析方法及模型............................................................12 2.2.1波特的五力模型...........................................................................12 2.2.2SWOT分析法..................................................................................13 2.3差异化战略................................................................................................13 3XL出版社发展现状调查与问题分析..............................................................15 3.1XL出版社简介...........................................................................................15 3.2XL出版社发展现状...................................................................................16 3.3XL出版社目前存在的主要问题...............................................................18 3.3.1产品方面.......................................................................................19 3.3.2销售方面.......................................................................................21 4XL出版社的战略环境分析..............................................................................24 4.1XL出版社竞争环境的“五力模型”分析................................................24 4.1.1行业内现有竞争日益激烈...........................................................24 4.1.2潜在竞争者的威胁.......................................................................25 4.1.3读者议价能力的威胁...................................................................26 4.1.4供应商议价能力提高的威胁.......................................................26 4.1.5分销商议价能力提高的威胁.......................................................27 4.1.6小结...............................................................................................27 西安建筑科技大学硕士学位论文 3 4.2XL出版社发展环境的“SWOT”分析.......................................................28 4.2.1优势分析（S）.............................................................................28 4.2.2劣势分析（W）.............................................................................30 4.2.3机会分析（O）.............................................................................31 4.2.4威胁分析（T）.............................................................................33 4.2.5SWOT矩阵分析..............................................................................33 4.3出版行业先进经验借鉴............................................................................34 5XL出版社差异化发展战略的选择..................................................................37 5.1XL出版社实施差异化战略的条件...........................................................37 5.1.1外部条件.......................................................................................37 5.1.2内部条件.......................................................................................38 5.2XL出版社差异化战略的选择...................................................................38 6XL出版社差异化战略的实施及保障措施......................................................41 6.1XL出版社差异化战略的制订...................................................................41 6.1.1产品方面.......................................................................................41