摘要
大型化、集团化是新闻出版业发展的重要趋势和特征。目前,国外出版业基本上走的是集团化的道路。从20世纪90年代以后,我国图书出版产业链在集团的背景下获得了锻造的机会。然而,从一开始,我国的图书出版产业链集团化就是在竞争不充分、存在高度体制壁垒的市场环境下进行的,其间又不可避免地夹杂着一些贪大求全的非理性行为,因此,图书出版产业集团化的建设存在着很大的效率问题。
本文以产业整合理论、模块化理论和网络组织理论三种理论为指导,通过严密的逻辑思路来分析现代图书出版产业价值链及其特征,指出现代图书出版产业价值链存在的主要问题,在此基础上重构图书出版产业的价值网络,并探讨该种价值网络形成的组织模式的具体运行机制。
论文分为七个部分。第一部分,阐述了传统图书出版产业的业务模式进行转型的经济和社会背景,从而引出以模块化来整合图书出版产业,并构建其价值网络的思路；第二部分,对涉及到的相关理论进行综合评述,主要理论是产业整合研究、模块化理论和价值网络、网络组织运行研究,为后面的理论论证和实践运用部分打好基础；第三部分,对传统图书出版产业价值链的构成及特征进行分析,指出传统图书出版产业价值链存在的问题,并对传统价值链进行解构；第四部分,在对传统价值链进行解构的基础上,整合图书出版产业中的各价值模块,以构建新的价值网络,同时对新形成的图书出版产业价值网络的形态进行分析；第五部分,介绍图书出版产业价值网络这一新型组织的运行机制,主要包括：价值创造机制、契约安排机制和信任承诺机制；第六部分,以DZ集团为研究试点进行案例分析,论证以模块化来整合图书出版产业的合理性和适应性；第七部分,指出论文的主要结论、创新与不足以及今后的研究方向和思路。
Large-scale is an important trend and characteristics to development of publishing industries. From the 1990s, Our book publishing industry had a good chance to its Growth in the background of the group.But from the beginning,it was going on in the Market environment that Competition was not fully and system barriers were very high.There were many irrational behaviours.sush as pursuing scale for interests. So,there was a great efficiency when built book publishing industry.
This article is in the guide of three kinds of theories that are Industry to integrate theoretical, Modular theory and the network organization theory. Through a solid logical thinking to analysis the modern book publishing industrial value chaine and its characteristics.Point out the main problems that are in the modern industrial value chain. Based on this review, restructure the value network of the book publishing industry, and explore the specific operation mechanism mode of this organization formed by the book publishing industrial value network.
The first part introduced economic and social background of Transformation in the business mode of Traditional book publishing industry.That led to the Thought to integrate the book publishing industry and to build its value network.The second part made a comprehensive review of relevant theories that are Industry to integrate theoretical, Modular theory and the network organization theory.To make a good foundation of the use of the theory and practice. The third part analysis the value chain and its features of traditional book publishing industry.Then Pointed out the main problems that are in the traditional industrial value chain,and subverted the traditional value chain.The forth part on the basis of deconstruction to the traditional value chain, integrated each module of the book publishing industry to build a new value network,and analysis the form of the new value network of the book publishing industry.The fifth part introduced the operation mechanism of this type value network of book publication industry. That Included value creation mechanism, contractual arrangements and trust mechanism. The sixth part analyed the case of the dz group to argue adaptability with the book publishing industry.The seventh part pointed out the main conclusions of the paper,as well as the lack of innovation and the future research directions and ideas.
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