上海新华发行集团发展战略研究.doc

SQ4E025134哈九如 上海新华发行集团发展战略研究 SQ4E025134哈九如 上海新华发行集团发展战略研究 Y 954504 学校代码：i0246 学 号：S04E025134 1/741 硕 # 学位论文 (专业学位) 系 （所) 专 业 姓 名 工作单位 指导教师 完成曰期 上海軒华发行集团发展成略研免 管理学院 高级管理人员工商管理 哈九如 上海新华发行集团有限公司 蒋青云教授 2 006年4月30日Abstract In line with the nations 11th Five-Year (2006-2010) Plan, it is a critical period of great adjusting，reforming and developing publishing and distribution industry, and with an important strategic opportunities for distribution groups (Xinhua bookstores at the provincial level) to optimize and improve industry structure. The distribution groups made their 11th Five-Year development plans, which include strategic goals, beautiful blueprint, major measures, and new perspective for book distribution in the next 5 years. The book publishing and distribution industry spans wholesale, retail and import and export, such as subscription, storage and transportation, whole issuing, retailing, mail ordering, direct sale，delivery，online business, import and export. Shanghai Xinhua Distribution Group is a new group company transformed from original experiment Xinhua Bookstores. The thesis adopts the method of case study. It researches the history and the existing circumstances* and then introduces characters and business models of global and domestic book distribution industry. The thesis, takeing Shanghai Xinhua Distribution Group for example, concludes that its core competences are brand advantage, continue experience, and channel advantage based on details analyzing of the group. Mainly according to SWOT Matrix，the thesis come out of 6 strategies for Shanghai Distribution Group, and then put forward the mid-long term development strategies and corresponding measures. Key Words: book distribution, core competence, SWOT sti-ategies1导论 1.1研究背景 随着文化领域的逐渐开放，国人开始有机会接触多元化的文化，并开始形成多 元化的阅读需求。于是，各种形式的民营出版商如雨后春舞般应运而生，而传统的 国有出版社显然对终端需求的变化和突然出现的竞争者缺乏足够的准备，幵始大量 增加出版图书品种，但传统的代销体制使得出版社严重缺乏终端市场信息，多数品 种缺乏真正的市场需求，图书品种泛滥成为行业的普遍现象。在上游出版社继续保 持主导发行的同时，下游的新华书店由于体制的限制，仍然缺乏盈利性压力《然