《中國電腦教育報》經(jīng)營模式變革研究
發(fā)布時間：2018-10-21 13:33
【摘要】： 經(jīng)營模式,簡而言之,即一個企業(yè)如何賺錢的方式。作為一個已經(jīng)有了數(shù)百年歷史的產(chǎn)業(yè),報紙“發(fā)行+廣告”的“二次銷售”的經(jīng)營模式最早發(fā)軔于西方,并在之后逐漸發(fā)展和完善。從上世紀80年代初開始,這一經(jīng)營理念開始傳到中國,并隨著IT報紙、都市報和財經(jīng)類報紙的發(fā)展而發(fā)揚光大。但本世紀以來,隨著互聯(lián)網(wǎng)在全球的迅猛發(fā)展,中外報紙的傳統(tǒng)經(jīng)營模式在不同程度上均面臨著嚴峻的挑戰(zhàn)。特別是以IT報紙為代表的,經(jīng)營嚴重依賴于某個行業(yè)的報紙,受到的沖擊更大。 隨著互聯(lián)網(wǎng)在全球的深入發(fā)展,報紙的數(shù)字化這一最終目標和結果已經(jīng)成為了業(yè)內(nèi)共識,只是如何通過報紙經(jīng)營模式的變革,實現(xiàn)數(shù)字化轉(zhuǎn)型,還處在百家爭鳴的階段。目前,在研究和實踐層面,按漸近到激進的思路不同,主要有以下幾個流派:有的主張報紙上網(wǎng)、收費閱讀;有的主張發(fā)展手機報和數(shù)字報,從移動增值中獲益;有的主張扎根行業(yè),大力發(fā)展活動營銷;還有的主張放棄紙介質(zhì),徹底改做互聯(lián)網(wǎng)站等等,而且每條思路都有成功的經(jīng)驗和失敗的教訓可循。具體參考哪條思路,實現(xiàn)一份具體報紙經(jīng)營模式的變革,更重要的在于具體問題具體分析。 本文試圖從《中國電腦教育報》第一手的財務數(shù)據(jù)和其他真實資料出發(fā),深入分析其現(xiàn)行經(jīng)營模式、主營業(yè)務,主要成本和經(jīng)營現(xiàn)狀,從中找出現(xiàn)有經(jīng)營模式的問題所在。同時,綜合考慮IT媒體面臨的產(chǎn)業(yè)市場景氣度低迷、互聯(lián)網(wǎng)媒體來勢洶洶等外部原因,結合報紙內(nèi)部存在的經(jīng)營機制、管理體制和激勵機制等內(nèi)因,試圖挖掘經(jīng)營模式問題背后的深層原因。在綜合分析的基礎上,筆者借鑒國內(nèi)外其他IT媒體經(jīng)營模式轉(zhuǎn)型和變革的實例,提出了《中國電腦教育報》新經(jīng)營模式應遵循的指導思想和原則,設計了一個包含核心數(shù)據(jù)層、內(nèi)容累積層、產(chǎn)品模塊層、需求對接層和整合營銷層五層架構的多產(chǎn)品多平臺聯(lián)動經(jīng)營模型,希望能以此為藍本,實現(xiàn)《中國電腦教育報》經(jīng)營模式的變革。
[Abstract]:Business model, in short, the way an enterprise makes money. As an industry with a history of hundreds of years, the management mode of "secondary sale" of newspaper "issuing advertisement" originated in the west and developed and perfected gradually. Since the beginning of the 1980s, this management concept has spread to China, and has developed along with the development of IT newspaper, city newspaper and financial newspaper. However, with the rapid development of the Internet in the world since this century, the traditional management mode of Chinese and foreign newspapers is facing severe challenges in varying degrees. Especially the IT newspaper, which is heavily dependent on a certain industry, has been hit harder. With the further development of the Internet in the world, the ultimate goal and result of newspaper digitization has become the consensus of the industry, but how to realize the digitization transformation through the reform of newspaper management mode is still in the stage of a hundred schools of thought contending. At present, at the research and practice level, according to the progressive to radical thinking, there are mainly the following schools: some advocate newspapers online, charge to read, some advocate the development of mobile newspapers and digital newspapers to benefit from mobile value-added; Some advocate to take root in the industry, vigorously develop marketing activities; others advocate giving up paper media, thoroughly changing to Internet sites, and so on, and each train of thought has successful experience and failure lessons to follow. Referring to which train of thought, it is more important to analyze the concrete problems in order to realize the reform of the management mode of a specific newspaper. Based on the firsthand financial data and other real data of China computer Education News, this paper attempts to analyze its current business model, main business, main cost and current management situation, and find out the problems that exist in the business model. At the same time, considering comprehensively the external reasons such as the low industrial market climate faced by the IT media and the aggressive Internet media, combined with the internal management mechanism, management system and incentive mechanism of the newspaper, and so on, Try to excavate the deep reason behind the problem of business model. On the basis of comprehensive analysis, the author draws lessons from other examples of transformation and transformation of IT media management mode at home and abroad, puts forward the guiding ideology and principles that should be followed in the new business model of China computer Education News, and designs a core data layer. The content accumulation layer, the product module layer, the demand docking layer and the integrated marketing layer are five layers of multi-product and multi-platform linkage management model. It is hoped that this model can be used as a blueprint to realize the reform of the management mode of China computer Education News.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G239.2-F
本文編號：2285228
[Abstract]:Business model, in short, the way an enterprise makes money. As an industry with a history of hundreds of years, the management mode of "secondary sale" of newspaper "issuing advertisement" originated in the west and developed and perfected gradually. Since the beginning of the 1980s, this management concept has spread to China, and has developed along with the development of IT newspaper, city newspaper and financial newspaper. However, with the rapid development of the Internet in the world since this century, the traditional management mode of Chinese and foreign newspapers is facing severe challenges in varying degrees. Especially the IT newspaper, which is heavily dependent on a certain industry, has been hit harder. With the further development of the Internet in the world, the ultimate goal and result of newspaper digitization has become the consensus of the industry, but how to realize the digitization transformation through the reform of newspaper management mode is still in the stage of a hundred schools of thought contending. At present, at the research and practice level, according to the progressive to radical thinking, there are mainly the following schools: some advocate newspapers online, charge to read, some advocate the development of mobile newspapers and digital newspapers to benefit from mobile value-added; Some advocate to take root in the industry, vigorously develop marketing activities; others advocate giving up paper media, thoroughly changing to Internet sites, and so on, and each train of thought has successful experience and failure lessons to follow. Referring to which train of thought, it is more important to analyze the concrete problems in order to realize the reform of the management mode of a specific newspaper. Based on the firsthand financial data and other real data of China computer Education News, this paper attempts to analyze its current business model, main business, main cost and current management situation, and find out the problems that exist in the business model. At the same time, considering comprehensively the external reasons such as the low industrial market climate faced by the IT media and the aggressive Internet media, combined with the internal management mechanism, management system and incentive mechanism of the newspaper, and so on, Try to excavate the deep reason behind the problem of business model. On the basis of comprehensive analysis, the author draws lessons from other examples of transformation and transformation of IT media management mode at home and abroad, puts forward the guiding ideology and principles that should be followed in the new business model of China computer Education News, and designs a core data layer. The content accumulation layer, the product module layer, the demand docking layer and the integrated marketing layer are five layers of multi-product and multi-platform linkage management model. It is hoped that this model can be used as a blueprint to realize the reform of the management mode of China computer Education News.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G239.2-F
【共引文獻】
相關碩士學位論文 前4條
1 薛建宇;我國投資銀行盈利模式研究[D];廣西師范大學;2006年
2 范選偉;論受眾的“使用與不滿”及對策[D];鄭州大學;2007年
3 陳寶生;湖南省電信公司業(yè)務拓展策略研究[D];中南大學;2007年
4 侯婧;陜西電視臺都市青春頻道運營管理研究[D];西北大學;2008年
，本文編號：2285228
本文鏈接：http://www.wukwdryxk.cn/wenyilunwen/guanggaoshejilunwen/2285228.html
