媒介融合视阈下的出版企业动态能力构建与培育机制研究
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摘要
随着数字技术、通信技术和网络技术的发展,传统媒体之间、新旧媒体之间的界限逐渐消解,媒介融合成为新的发展趋势。媒介融合的演进给出版业带来革命性的影响,出版业的竞争基础、竞争方式及市场格局因此而改变。一方面,数字传播技术的发展改变了知识的生产方式和传播方式,人们不再仅仅依赖于纸质图书进行阅读和学习；另一方面,以手机和互联网为代表的新兴媒体的蓬勃发展改变了版权生态环境,出版行为不再仅仅是传统出版企业的专属活动。报纸、期刊、图书等传统纸介质媒体在总体产业格局中的比重逐年下降,传统出版业面临着行业衰退甚至可能消亡的严峻局面。能否和如何适应环境的变革成为决定出版企业生死存亡的重大问题。
动态能力理论作为企业战略管理领域的前沿理论,旨在研究动态环境下企业如何获取持续的竞争优势。该理论为出版企业应对媒介融合下的环境变革,不断获取和维持竞争优势提供了分析框架。本文将动态能力理论引入出版领域,以解决媒介融合环境变革下出版企业因出版战略资源和企业核心能力失效而竞争乏力的问题。通过理论研究和多重案例分析对出版企业动态能力进行了识别和建构,通过结构方程模型对动态能力功效和作用路径进行了验证和确立,在两者的基础上提出出版企业动态能力的培育机制和提升路径。本文的研究对于促进动态能力理论在应用领域的扩展具有积极意义,同时也为出版业界提供了新的战略分析工具。
本文的主要研究内容如下：(1)在分析媒介融合特征和演进规律的基础上,对出版竞争环境从静态和动态层面进行分析,提出出版竞争环境的动态特征模型。(2)根据竞争的层次性和商业逻辑性,并结合对媒介融合语境下成功出版企业的多重案例分析,构建出版企业动态能力的概念模型。(3)解析出版企业动态能力各维度的内容构成,通过建立出版企业动态能力测量量表,解决出版企业动态能力的有效测度问题。(4)根据出版企业与环境的共轭特征和嵌入视角构建出版竞争环境动态性、出版企业动态能力以及出版企业绩效间的关联关系模型。对出版企业动态能力的价值及其对环境变动和企业绩效间的作用进行检验。(5)在企业动态能力形成和影响因素研究的基础上,确定出版企业动态能力形成的前置因素。根据出版企业动态能力与出版企业绩效的关联强度,确定出版企业动态能力的强化路径和提升方式。
本文主要采用AMOS18.0软件进行结构方程建模和对理论假设进行实证分析,采用问卷调查作为数据采集的研究工具,在数据处理过程中,主要采用统计软件SPSS18.0软件包进行信度与效度检验。通过定量实证研究和理论探讨得到如下结论：(1)媒介融合对出版企业竞争环境的影响,就静态而言分布在出版业竞争基础、出版企业价值网络、出版企业核心价值活动、产品和服务层面,动态特征而言体现为环境的不稳定性、不确定性、敏捷性和新奇性。(2)媒介融合下的出版企业动态能力概念模型由涵盖同质性和异质性的整合框架构成,表现为一系列独特的组织流程,包括出版知识创新能力、出版战略调适能力、出版商业模式创新能力和出版业务流程再造能力。(3)“出版环境动态性-出版企业动态能力-出版企业绩效”互动关系研究表明,出版环境的动态性对于出版企业动态能力和出版企业绩效具有驱动作用,出版企业动态能力在环境动态性和企业绩效之间具有中介效应。出版企业动态能力与出版企业长期绩效具有正相关性关系,各维度中出版企业战略调适能力对出版企业绩效的影响作用最为显著。(5)动力机制、组织机制、学习机制和匹配机制是出版企业动态能力形成和培育的路径。其中,出版企业家、高管阶层和知识员工是出版企业培育动态能力的主体。
目前动态能力理论的研究大多没有深入到具体的管理情境,因而缺乏对于行业的指导意义,而出版企业的战略研究也大多沿用陈旧的传统的静态分析工具,不能适应媒介融合演进下出版环境动态多变的要求。本文希望通过对出版企业动态能力的研究,在解决出版企业生存困境和竞争优势重建的基础上,促进动力能力理论从理论殿堂走入企业运营实践。
With the development of the digital technology, communication technology and network technology, the media convergence becomes the future development trend. The evolution of media convergence has brought revolutionary influence to the publishing enterprises, which changes its' competitive basis, competition mode and market pattern. On the one hand, since the development of the digital communication technology has changed production mode and transmission mode of the knowledge, people no longer just depend on the paper book to read and learn. On the other hand, the vigorous development of the emerging media, such as mobile phones and the Internet, has changed copyright ecological environment, so publishing behavior is no longer exclusive activity of traditional publishing enterprise. Nowadays, since the proportion of traditional paper media, such as newspapers, periodicals, books, drops year by year, the traditional publishing industry faces recession even death. Therefore, whether publishing enterprises can quickly adapt to the changes of the environment and how to adapt to these changes, have become an important problem.
Being current theoretical of enterprise strategic management, dynamic abilities theory aims to study how enterprises obtain sustainable competitive advantage. This theory provides analysis framework for publishing enterprises, which is helpful to face environmental changes, and constantly obtain and maintain competitive advantage. In this paper, in order to solve the problem of competitive power lack for the publishing enterprises in the media fusion environment, the dynamic capability theory was introduced to the publishing field. Specifically, publishing enterprises dynamic capability is identified and constructed by theoretical research and multiple case analyses, and then dynamic ability function and acting path are verified and established by the structural equation model, finally, based on the above researches, cultivation mechanism and improvement path of publishing enterprises are proposed. This study not only promotes the applications of the dynamic capability theory, but also provides a new strategic analysis tool for publishing industry.
The primary contents will be generalized as follows.(1) Based on the analysis of media convergence characteristics and evolution law, the publishing competitive environment is carried on the dynamic and static analyses. And then, the dynamic model of the publishing enterprises is proposed.(2) According to the hierarchy and business logic of the competition, and the analysis of the multiple cases in the media convergence environment, a recognition model of the publishing enterprises is constructed.(3) We obtain each dimension of the dynamic ability for the publishing enterprises, and then measure its' the dynamic ability by constructing related measurement scales.(4) According to conjugate characteristics and embedded perspective between the publishing enterprises and the environment, we propose a relationship mode among the publishing competitive environment dynamic abilities, publishing enterprise dynamic ability and publishing enterprises between performance relationship models. Dynamic ability function and acting path are verified and established by the structural equation model.(5) Base on study of the dynamic ability formation and influence factors, we obtain the lead factors, which determine how the dynamic ability of the publishing enterprises forms. According to correlation strength between dynamic ability and performance, we further obtain the strengthen path and upgrade ways to improve the dynamic ability of the publishing enterprises.
This paper mainly uses the questionnaire survey method to obtain the data. Moreover, we use SPSS18.0to clean the data and conduct the reliability and validity, and use AMOS18.0to construct model and make an empirical analysis for the theoretical assumptions. Through the quantitative empirical research and theoretical discussion, we can obtain the following conclusions:
(1) The media convergence has brought changes for the publishing enterprises. From static perspective, these influences are embodied in competition basis, value network, core value activities, products and services. From dynamic perspective, these influences are mainly embodied in the instability, the uncertainty, and the agility and novelty.
(2) In the environments of media convergence, the concept model of the publishing enterprise dynamic capabilities is an integration framework covering homogeneity and heterogeneity, which is character by a series of unique organization process, such as publishing knowledge innovation ability, publishing strategy adjustment ability, publishing business model innovation ability and the ability to publish business process reengmeermg.
(3)" the publishing environment dynamic-publishing enterprises dynamic capability-publishing enterprises performance" shows that publishing enterprise dynamic ability and publishing enterprises long-term performance have positive correlation relationship, and publishing enterprises dynamic capability has intermediary effect for the publishing environment dynamic and performance.
(4) Dynamic mechanism, the organization mechanism, the learning and matching mechanisms are key path to form and foster the publishing enterprise dynamic ability. And the publishing entrepreneurs, senior class and knowledge employees are main body.
At present, the study of the dynamic capability theory are not extended to specific management situation, and thus lack of guiding significance for the industry. Meanwhile, the researches of publishing enterprise strategic mostly depended on the traditional static analysis tools, so it can not adapt to dynamic changing requirements of the publishing environment in media mergence. According, this paper hope that through the study of publication enterprise dynamic capability and solving its' enterprise survival predicament and competitive advantage, we can promote the dynamic capability theory to business operation practice from pure theory.
动态能力理论作为企业战略管理领域的前沿理论,旨在研究动态环境下企业如何获取持续的竞争优势。该理论为出版企业应对媒介融合下的环境变革,不断获取和维持竞争优势提供了分析框架。本文将动态能力理论引入出版领域,以解决媒介融合环境变革下出版企业因出版战略资源和企业核心能力失效而竞争乏力的问题。通过理论研究和多重案例分析对出版企业动态能力进行了识别和建构,通过结构方程模型对动态能力功效和作用路径进行了验证和确立,在两者的基础上提出出版企业动态能力的培育机制和提升路径。本文的研究对于促进动态能力理论在应用领域的扩展具有积极意义,同时也为出版业界提供了新的战略分析工具。
本文的主要研究内容如下：(1)在分析媒介融合特征和演进规律的基础上,对出版竞争环境从静态和动态层面进行分析,提出出版竞争环境的动态特征模型。(2)根据竞争的层次性和商业逻辑性,并结合对媒介融合语境下成功出版企业的多重案例分析,构建出版企业动态能力的概念模型。(3)解析出版企业动态能力各维度的内容构成,通过建立出版企业动态能力测量量表,解决出版企业动态能力的有效测度问题。(4)根据出版企业与环境的共轭特征和嵌入视角构建出版竞争环境动态性、出版企业动态能力以及出版企业绩效间的关联关系模型。对出版企业动态能力的价值及其对环境变动和企业绩效间的作用进行检验。(5)在企业动态能力形成和影响因素研究的基础上,确定出版企业动态能力形成的前置因素。根据出版企业动态能力与出版企业绩效的关联强度,确定出版企业动态能力的强化路径和提升方式。
本文主要采用AMOS18.0软件进行结构方程建模和对理论假设进行实证分析,采用问卷调查作为数据采集的研究工具,在数据处理过程中,主要采用统计软件SPSS18.0软件包进行信度与效度检验。通过定量实证研究和理论探讨得到如下结论：(1)媒介融合对出版企业竞争环境的影响,就静态而言分布在出版业竞争基础、出版企业价值网络、出版企业核心价值活动、产品和服务层面,动态特征而言体现为环境的不稳定性、不确定性、敏捷性和新奇性。(2)媒介融合下的出版企业动态能力概念模型由涵盖同质性和异质性的整合框架构成,表现为一系列独特的组织流程,包括出版知识创新能力、出版战略调适能力、出版商业模式创新能力和出版业务流程再造能力。(3)“出版环境动态性-出版企业动态能力-出版企业绩效”互动关系研究表明,出版环境的动态性对于出版企业动态能力和出版企业绩效具有驱动作用,出版企业动态能力在环境动态性和企业绩效之间具有中介效应。出版企业动态能力与出版企业长期绩效具有正相关性关系,各维度中出版企业战略调适能力对出版企业绩效的影响作用最为显著。(5)动力机制、组织机制、学习机制和匹配机制是出版企业动态能力形成和培育的路径。其中,出版企业家、高管阶层和知识员工是出版企业培育动态能力的主体。
目前动态能力理论的研究大多没有深入到具体的管理情境,因而缺乏对于行业的指导意义,而出版企业的战略研究也大多沿用陈旧的传统的静态分析工具,不能适应媒介融合演进下出版环境动态多变的要求。本文希望通过对出版企业动态能力的研究,在解决出版企业生存困境和竞争优势重建的基础上,促进动力能力理论从理论殿堂走入企业运营实践。
With the development of the digital technology, communication technology and network technology, the media convergence becomes the future development trend. The evolution of media convergence has brought revolutionary influence to the publishing enterprises, which changes its' competitive basis, competition mode and market pattern. On the one hand, since the development of the digital communication technology has changed production mode and transmission mode of the knowledge, people no longer just depend on the paper book to read and learn. On the other hand, the vigorous development of the emerging media, such as mobile phones and the Internet, has changed copyright ecological environment, so publishing behavior is no longer exclusive activity of traditional publishing enterprise. Nowadays, since the proportion of traditional paper media, such as newspapers, periodicals, books, drops year by year, the traditional publishing industry faces recession even death. Therefore, whether publishing enterprises can quickly adapt to the changes of the environment and how to adapt to these changes, have become an important problem.
Being current theoretical of enterprise strategic management, dynamic abilities theory aims to study how enterprises obtain sustainable competitive advantage. This theory provides analysis framework for publishing enterprises, which is helpful to face environmental changes, and constantly obtain and maintain competitive advantage. In this paper, in order to solve the problem of competitive power lack for the publishing enterprises in the media fusion environment, the dynamic capability theory was introduced to the publishing field. Specifically, publishing enterprises dynamic capability is identified and constructed by theoretical research and multiple case analyses, and then dynamic ability function and acting path are verified and established by the structural equation model, finally, based on the above researches, cultivation mechanism and improvement path of publishing enterprises are proposed. This study not only promotes the applications of the dynamic capability theory, but also provides a new strategic analysis tool for publishing industry.
The primary contents will be generalized as follows.(1) Based on the analysis of media convergence characteristics and evolution law, the publishing competitive environment is carried on the dynamic and static analyses. And then, the dynamic model of the publishing enterprises is proposed.(2) According to the hierarchy and business logic of the competition, and the analysis of the multiple cases in the media convergence environment, a recognition model of the publishing enterprises is constructed.(3) We obtain each dimension of the dynamic ability for the publishing enterprises, and then measure its' the dynamic ability by constructing related measurement scales.(4) According to conjugate characteristics and embedded perspective between the publishing enterprises and the environment, we propose a relationship mode among the publishing competitive environment dynamic abilities, publishing enterprise dynamic ability and publishing enterprises between performance relationship models. Dynamic ability function and acting path are verified and established by the structural equation model.(5) Base on study of the dynamic ability formation and influence factors, we obtain the lead factors, which determine how the dynamic ability of the publishing enterprises forms. According to correlation strength between dynamic ability and performance, we further obtain the strengthen path and upgrade ways to improve the dynamic ability of the publishing enterprises.
This paper mainly uses the questionnaire survey method to obtain the data. Moreover, we use SPSS18.0to clean the data and conduct the reliability and validity, and use AMOS18.0to construct model and make an empirical analysis for the theoretical assumptions. Through the quantitative empirical research and theoretical discussion, we can obtain the following conclusions:
(1) The media convergence has brought changes for the publishing enterprises. From static perspective, these influences are embodied in competition basis, value network, core value activities, products and services. From dynamic perspective, these influences are mainly embodied in the instability, the uncertainty, and the agility and novelty.
(2) In the environments of media convergence, the concept model of the publishing enterprise dynamic capabilities is an integration framework covering homogeneity and heterogeneity, which is character by a series of unique organization process, such as publishing knowledge innovation ability, publishing strategy adjustment ability, publishing business model innovation ability and the ability to publish business process reengmeermg.
(3)" the publishing environment dynamic-publishing enterprises dynamic capability-publishing enterprises performance" shows that publishing enterprise dynamic ability and publishing enterprises long-term performance have positive correlation relationship, and publishing enterprises dynamic capability has intermediary effect for the publishing environment dynamic and performance.
(4) Dynamic mechanism, the organization mechanism, the learning and matching mechanisms are key path to form and foster the publishing enterprise dynamic ability. And the publishing entrepreneurs, senior class and knowledge employees are main body.
At present, the study of the dynamic capability theory are not extended to specific management situation, and thus lack of guiding significance for the industry. Meanwhile, the researches of publishing enterprise strategic mostly depended on the traditional static analysis tools, so it can not adapt to dynamic changing requirements of the publishing environment in media mergence. According, this paper hope that through the study of publication enterprise dynamic capability and solving its' enterprise survival predicament and competitive advantage, we can promote the dynamic capability theory to business operation practice from pure theory.
引文
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