世纪出版集团发展战略分析

上海交通大学硕士学位论文世纪出版集团发展战略分析姓名：何元龙申请学位级别：硕士专业：工商管理指导教师：陈宏民200503252003EMBA19992242003652003971345200311.6727002003800049178.250/2003EMBA13%21%2003EMBA122003EMBA8TheDevelopmentStrategyofCenturyPublishingGroupofShanghaiAbstractShanghaiCenturyPublishingGroupwasfoundedonFeb24,1999,withapprovalfromtheMinistryofCommunicationandPressCommittee.InJune2003,thegroupwaschosenasoneofthepilotunitsforculturalsystemreform.InthebeginningthegroupwasformedoffivepresshousesincludingShanghaiPeople’sPublishingHouse.InSept2003ShanghaiScienceandTechnologyPressandothersixpublishersjoinedthegroup.Thecoreofthegroupiscomposedof13pressunitsincluding45papers,andthedistributioncenter.Bytheendof2003thetotalassetreached1.16billionRMBwithnetassetamounting700millionRMBandastaffof2700.In2003thegrouppublishednearly8000booksand49paperswithatotalchipof1.7billionRMBandsalesrevenueamounting820millionRMB.ThefirstchaptersofthepaperisaboutthepressindustryandbookmarketinChina.Chapteronereviewsthepresshistoryforthepast50years,andanalysesthepresentandfutureofthegroup,pointingoutthatthekeyissuebeingthetoughintegrationwhichiscurrentlydrivebyadministrativeforces.Thenewmarketbodyistobebuilt,transformationhasjuststarted,andscaleeconomyistoherealized.Chaptertwostudiesthebookmarket.Firstconsiderationisgiventotheeconomic/legal/consumerenvironmenttrendwhichispromising,second,analysisisdoneonthedevelopmenttrend.Sincewholesalemarket2003EMBA9istotallydifferentfromtextbookmarket,descriptionisgivenonthegrowingpotential,segmentation,efficiencyandproduct.Generallyspeakingtheindustryisinthehighgrowthstage,withannualgrowthratebetween13%21%inthepastsixyears.Textsupplementarybook,novelsandsocialsciencebooksarelargeinnumberandoptimisticinfuture.Finallyanalysisindoneontheindustrystructure,featuringbi-polarizationofcultureandcommerce,largenumberandscatteredresources.Chapterthreeisthegeneralprocessofcorporatestrategymaking.Thefirsttaskistodefinetheprospect:becomingthemostinfluentialcompanynationwidethesecondistodescribethemissionofthecompany:disseminatingexcellentculturalachievementthroughreading.Finallycorporatestrategictargetistobesetwhichincludesphasetargetandgeneraltargetwhichcanbedividedintoupstreamstrategyrelatingproductionandinnovationmechanism,anddownstreamstrategyrelatingpublishing,manufacturing,marketing,andthusformstheentirevaluechain.Chapterfourisanalysisonthecompetenceofcompany.Accordingtotheallroundmarketperformance,thegroupisnowinthetugofwarstatusmakingthesecondforyearsnationwidewithinsufficientinnovation.Inthegeneralframework,professionalstrategymustbeenhancedtodevelopnewinstitutions.Chapterfiveisabouttheplanningofcenturyeducationpublishinghouse.Itcanserveasageneralsolutionandalsoberegardedasaseparateone.Detailednarrationisgivenonthemotto,thinking,businesssectors,scale,humanresourceandstructure,financeforecastandinternal/externalanalysis.Thepaperusesthethoughtandmethodologyofstrategicmanagement,andchoosespublishinggroupasasubjectforresearch.Publishinghouseis2003EMBA10bothculturalandcommercial,whenitisinthetransitionperiod.Thepaperstudiesthepresentandfutureofpublishingindustryfromthemacro,mediumandmicroperspective.Keywordsstrategicplanning,strategicimplementation,strategicevaluation,industryanalysis,competence,resourceintegration2003EMBA1312003EMBA20053252003EMBA200532520053252003EMBA1420902004119781978-19851977198510%16%1986-19941985198622.08%22.03%71985199419851985919862003EMBA1591995199591995199619951996199419951996290502003EMBA1640010022000100019951997199911999220041720024200392003EMBA1713425248000212003EMBA1823122003EMBA1934122003EMBA203412003EMBA212342003EMBA2251999224200361345132003EMBA2346B2B200311.6727002003800049178.22003EMBA2412004GDP9.5%94227.7%6.8%19972003GDP1000198319841992199420032005231-32003EMBA254,2004420049112003EMBA262004949%1249%2004121200351Amazon.com20048197500720020041.2004516.21%10.66%8.13%7.00%6.75%520052003EMBA272.20041020043.27.28%50-1008.1%04.35.54%32.33%16%2004218200411.8%200414.7%2.92004642003712.8%200411.520031562913.5%20049612200524610%13%2003EMBA281999200023.53%2001200213%2-12002434.934.091.0620900.720.251002-12003182-1:14016518719521824613%11.80%4.52%13.10%18.31%23.53%050100150200250300200020012002200320042005()0.00%5.00%10.00%15.00%20.00%25.00%2003EMBA2918.73%16.86%31.12%9.32%11.24%7.40%8.65%7.56%5.17%8.32%7.07%11.46%6.22%5.38%3.22%7.35%4.37%5.72%2.89%3.29%1.29%2.01%2.61%2.11%0.78%0.71%0.65%1.99%2.04%2.31%0.83%0.56%0.83%2.45%1.19%2.08%1.12%1.59%0.78%1.20%1.87%0.54%3.29%4.17%2.55%1.08%1.43%1.13%1.89%1.65%0.70%0.47%0.59%0.29%2-22003/2003EMBA30200020032-2200320039.94%39.13%9.28%18.27%5.51%10.44%1.19%2.25%0.59%0.84%-6.25%-11.32%4.24%2.71%6.04%2.65%10.75%1.74%25.81%9.42%22.33%3.49%11.60%5.88%23.22%4.90%2003EMBA316.75%1.75%2.13%1.59%-3.07%-0.79%20.08%7.28%10.84%1.07%2-2200339.13200424.520031520042-3—2003EMBA322003EMBA33200124200230200313911856801052003EMBA3429022522882141791713200352IT1830C++49594878218418005323536050%647100571181182624197112541182003EMBA354083815905141319412111920024091801140019000()200228531052251460040%77%2003EMBA364