-I- 中文摘要 伴随着经济全球一体化进一步发展，我国出版业逐渐由单一化走向多元化。H 出版公司作为传统出版企业，主要以纸质出版物为主营产品形式，在数字化出版、 “互联网+”等新技术与新概念盛行的时代，该公司的传统业务受到较大冲击，企 业发展定位、运营管理、品牌建设等方面的问题日益凸显。本文在对H出版企业 实地调研的基础上，运用PEST、波特五力模型等战略环境分析方法，明确了H出 版公司的发展战略目标与主要战略措施，认为H出版公司应协调和整合多样化出 版资源，巩固主业、拓展辅业，把握机遇实施相关多元化发展战略，优化出版流 程、打造多元化品牌集群、延伸数字出版产业链、强化内部管控、拓宽营销渠道， 提高公司核心竞争力，实现转型发展。 关键词：出版公司；发展战略；战略实施 黑龙江大学硕士学位论文 -II- Abstract With the further development of economic global integration, China's publishing industry gradually turns from single to diversified. As a traditional publishing enterprise, H publishing company mainly takes paper publications as the main product form. In the era of new technologies and new concepts such as digital publishing, “Internet+ ” and so on, the traditional business of H publishing company has been greatly impacted, and the problems in enterprise development philosophy, operation management, brand building and other aspects have become increasingly prominent. Based on the field investigation of H publishing enterprises, this paper applies PEST and Porter five-force model and other strategic environmental analysis methods to clarify the development strategic objectives and main strategic measures of H publishing company. It is believed that H publishing company should coordinate and integrate the diversified publishing resources, consolidate the main business, expand the auxiliary industry, grasp the opportunity to implement the relevant diversified development strategy, optimize the publishing process, create the diversified brand cluster, extend the digital publishing industry chain, strengthen the internal control, broaden the marketing channels, enhance the core competitiveness of the company, and realize the transformation and development. Keywords: Publishing company; Development Strategies; Strategic implementation 目录 -III- 目录 中文摘要...........................................................................................................................I Abstract...........................................................................................................................II 绪论...................................................................................................................................1 一、研究背景............................................................................................................1 二、研究的目的和意义............................................................................................3 （一）论文研究的目的....................................................................................3 （二）论文研究的意义....................................................................................3 三、国内外研究现状................................................................................................4 （一）国外研究现状........................................................................................4 （二）国内研究现状........................................................................................6 四、研究思路和方法................................................................................................7 （一）研究思路................................................................................................7 （二）研究方法................................................................................................8 第一章 相关理论基础.....................................................................................................9 第一节 企业发展战略的内涵与特征......................................................................9 一、企业发展战略的内涵................................................................................9 二、企业发展战略的特征..............................................................................10 第二节 企业发展战略的类型与选择....................................................................11 一、企业发展战略的类型...............................................................................11 二、企业发展战略的选择..............................................................................12 第三节 迈克尔·波特竞争优势理论.......................................................................13 第四节 PEST分析工具..........................................................................................15 本章小结..................................................................................................................16 第二章 H出版公司的发展现状与存在的主要问题...................................................17 第一节 H出版公司的发展现状............................................................................17 黑龙江大学硕士学位论文 -IV- 一、发展历程..................................................................................................17 二、组织结构..................................................................................................18 三、经营业务情况..........................................................................................19 四、财务状况..................................................................................................23 第二节 H出版公司发展中存在的主要问题........................................................26 一、缺少战略指导..........................................................................................26 二、产品内容同质化......................................................................................26 三、缺乏品牌管理..........................................................................................27 四、营销模式单一..........................................................................................28 五、生产成本过高..........................................................................................29 本章小结..................................................................................................................29 第三章 H出版公司的发展环境分析...........................................................................30 第一节 基于PEST模型的宏观环境分析.............................................................30 一、政治环境分析..........................................................................................30 二、经济环境分析..........................................................................................32 三、社会环境分析..........................................................................................34 四、技术环境分析..........................................................................................35 第二节 基于波特五力模型的欧亿·体育（中国）有限公司环境分析........................................................36 一、新进入者威胁小......................................................................................36 二、替代品威胁大..........................................................................................37 三、购买方的议价能力强..............................................................................37 四、供应方议价能力强..................................................................................38 五、欧亿·体育（中国）有限公司内竞争程度一般..............................................................................38 第三节 H出版公司企业内部环境分析................................................................39 一、内部经营管理能力分析..........................................................................39 二、出版产品质量管理能力分析..................................................................39 三、人力资源水平分析..................................................................................41 目录 -V- 本章小结.........................................................................................................