我国目前有560 多家出版社，基本依照计划行政性机制运行。资产规模小，
抵御风险能力差，管理体制不健全，缺乏竞争意识。

随着中国加入WTO，出版欧亿·体育（中国）有限公司将面临全面开放的格局。一方面，国外资本、
民营资本将大举进入出版业，新的竞争一触即发，另一方面，中央政府大力推进
体制改革，在出版业实现政企分开，进一步明晰产权，采用市场化运作机制。

网络技术的发展，特别是因特网的兴起，改变了人们的传统消费习惯。网络
出版技术以一种完全区别于传统出版的态势，将颠覆整个出版业产业链。

在竞争格局、运行机制、市场规则、消费取向和技术环境几乎同时发生变革
的时期，国内中小出版社将面临着企业生存发展的严峻考验。

本论文的研究目的是通过研究一个具有代表性的出版企业—湖南科技出版社
的发展战略，运用战略管理的理论和思想，参考成熟市场企业的运行机制，系统
地分析出版产业结构和特征，比较中西方出版业的差异，来分析预测我国出版业
的发展趋势，探讨摸索我国中小出版企业改革发展之路。

本文从图书出版特性入手，通过对社会、经济、政治和技术环境的全面分析，
对我国出版产业的发展现状、产业结构、竞争格局的重点分析，对湖南科技出版
社资源能力的具体分析，运用SWOT 分析方法与匹配策略，提出了企业发展战略。

根据湖南科技出版社的具体情况，以及国家产业政策，应首先采用紧缩战略
和增长型战略，培养企业核心竞争力，待时机成熟后，采用扭转型战略和多元化
战略，实现企业跨越式发展。

为了配合战略的实施，本论文从人力资源、管理体制、营销措施、品牌建设、
企业文化、融资渠道、信息化建设等方面，提出了改革建议。

关键词：湖南科技出版社；发展战略
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湖南科学技术出版社发展战略研究
Abstract
The need for more cultural products is increasingly growing as the society moves
forward. As a result, the publishing market has also been growing.
Currently, there are more then 560 publishing houses in China, all of which are
stated-owner and operating under government rules. With no sufficient fund and poor
management experience, they are not mentally ready for future competitions.
The publishing industry will be opening to the world gradually as China joins
WTO. Foreign investment will pour into the industry which will result in more
competition within the industry. In addition, the government will push for
organizational reforms to separate the government administration from the enterprise
management. The separation will clarify the ownership within any given company. As
a result, the publishing industry will be able to operate under the market rule.
The development in Networking technology, especially the popularity of Internet
has revolutionized the traditional consuming trends. Internet publishing technologies,
as part of the Internet, will deconstruct the whole publishing industrial chain.
The small to medium-sized Chinese publishing houses will face serious
challenges as the competition intensifies, and the market rules, consuming trends, and
technology all change rapidly in the mean time.
This thesis aims to analyze and provide a forecast for the developing trend of the
Chinese publishing industry, and discuss the potential reforming/developing strategies
of the small to medium-sized publishing houses, based on the research of the
developing strategy of a reprehensive publishing house – Hunan Technology
Publishing House. This thesis will base its analysis on modern management theory and
strategic thinking, and also take into considerations of the operations of mature
publishing industries. Furthermore, this thesis will compare the differences in Chinese
and western publishing industries in the process.
Using the SWOT analytical method and its matching strategies, this thesis
proposes a development strategy for the Chinese publishing industry. It starts with the
characteristics of the book publishing, followed by a thorough analysis of the social,
economical, and politically environment, then focuses on three aspects of the Chinese
publishing industry – current status, organizational structure, and competitions,
followed by a detailed case-study of the Hunan Technology Publishing House.
Based on the real-life data from the Hunan Technology Publishing House, and the
state industrial policies, developing strategy of the publish industry should contain the
following: first downsizing and then growing, and increase the ability to compete in
the market. As the company grows, it will be better able to adapt and diversify, thus
grow more healthily.
In order to realize the strategy above, this thesis proposes reforms in all
perspectives of the publishing industry which include human resources, management
system, maketing strategies, brand building, company culture, investment sources, and
IT development.
Key word: Hunan Science & Technology Press; Developing strategy