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报纸、期刊、书籍作为人类文明的重要载体和媒介,其面对的挑战远远大于二十世纪电报、广播、电视等传播手段发展带来的冲击。随着纸质媒体市场份额逐步被数字媒体蚕食,随着用户信息获取方式的逐步改变,纸质媒体的用户阅读量和阅读时间开始明显下降,传统报刊出版企业的内容制作+广告经营、邮政企业负责发行的传统业态已经开始发生变革,多年来,我们已经看到国内外传统报刊出版企业都已在被动,或主动应对这种挑战。新型的数字媒体直接通过互联网终端面向最终用户,数据库化的内容检索、分类日益细化的专业化和个性化趋势,第三方支付、大数据服务、云计算,乃至自媒体的新兴,都预示着传统报刊出版业向数字出版业的转型成为必然。文章以企业战略管理理论为研究框架,运用SWOT分析法及4C4P等理论,分析了上海邮政在面对传统出版业向数字出版业的转型趋势,对如何应对数字出版业对传统邮政报刊发行业务的挑战,如何主动适应用户逐步改变的阅读习惯;如何积极整合邮政优势资源,如何在数字出版产业链占有一席之地进行了探索,为邮政报刊发行业务战略转型提出了可行的具有战略价值的尝试建议。
Newspapers, periodicals and books, as the important carriers and media of human civilization, are far far ahead of the challenges of the development of telegraph, radio, television and other means of communication in the 20th century. As the market share of paper media is gradually eroded by digital media, with the gradual change of user information acquisition methods, the reading volume and reading time of paper media users begin to drop significantly. The production of traditional newspapers and periodicals + advertising, postal enterprises The traditional formats for distribution have started to change. Over the years, we have seen that both traditional newspapers and periodicals publishing companies both at home and abroad have been passive or take the initiative to cope with this challenge. The new digital media targets end-users directly through Internet terminals, with content-based database retrieval, increasingly specialized and personalized taxonomies, third-party payments, big data services, cloud computing, and even emerging from the media The traditional newspaper publishing industry to the digital publishing industry has become inevitable. Taking the theory of enterprise strategic management as the research framework, this article analyzes the trend of the transformation of Shanghai Post from the traditional publishing industry to the digital publishing industry by using SWOT analysis and 4C4P theory. It also analyzes how to deal with the issue of the publishing business of the digital publishing industry to the traditional post and press How to proactively adapt to the gradual change of reading habits of users; how to actively integrate postal superior resources and explore how to occupy a place in the digital publishing industry chain; and put forward feasible and strategic suggestions for the strategic transformation of postal and newspaper distribution business.