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1、华中科技大学硕士学位论文传统出版企业发展网络出版研究姓名：王隽申请学位级别：硕士专业：工商管理指导教师：蔡淑琴20051028AbstractWiththedevelopmentofcomputernetwork,anewpublishingmodeappears,whichisnetworkpublishing.Withthereplacementofconventionalpaperbyphotoelectricalnetwork,tremendousreformtakesplaceinproduction,issueandsoonintraditionalpublicat
2、ioncorporations.Newpublisher,newmarketandnewpayoffmodeappearonebyone.Thenetworkpublishinghasbecomeanewindustrygradually.Inthestreamofnetworkpublishing,traditionalpublishinghouseshavetofacethemanychallengesaswellasopportunity.Howdoesthetraditionalpublishinghousesgraspdevelopingopportunity?Thi
3、sisaimportantproblemthatthetraditionalpublishinghousesmusttoanswer.Thepaperemploysthemethodsandtheoriesofstrategicmanagementtofindoutthemainproblemsoftraditionalpublishinghoueses,analizethestrengthsandweaknessesofboththetraditionalpublishinghousesandtheircompetitorsinordertogetaapplieddevelo
4、pmentstrategy.Firstly,thethesisintroducesthedefinitionscharactersandsuperioritiestotraditionalpublishingofnetworkpublishing.ltputsforwardthequestionsthroughananlyingtheopportunitiesandthreatsfacedbythetradionalpress,inducesandanalysesrelativeliterature,andintroducesthesignificationofthestudy
5、inthepaper.Secondly,itanalyesethesituationandthemainproblems:describestheprogresssituationeconomiccharacteristicsofcurrentpublicationindustry,summarizestheprogresstrend,andanalysesthekeyproblemsintraditionalcorporations.Thirdly,thepaperanalysesthestratagem,whichistraditionalpresshowtodevelop
6、networkpublication.Itfirstlyanalysessituationofcompetitors,andemploysSWOTmeanstoanalyzeadvantagesanddisadvantagesoftraditionalpublicationcorporationsandtheirchallengesandmenace,andgivesthestrategicchoiceoftraditionalpress.Finally,itintroducesthemarketingstrategiesfortraditionalpresstodealwit
7、hthenetworkpublishing9schallenges:settingupsystemofnetworkmarketingandemployingittodevelopnetbrand・KeyWords:NetworkPublishingTraditionalPublishingStrategyOrientationNetworkMarketingStrategy1概述1.1网络出版介绍九十年代初随着计算机网络技术的发展一种新的出版方式网络出版出现了这种完全不同于传统岀版的崭新的
