南风窗杂志社论文：南风窗杂志社战略定位

南风窗杂志社论文：南风窗杂志社战略定位

【中文摘要】改革开放后,中国期刊业迎来新一轮发展,经过了产品形成期、行业成长期和产业形成期。最近一两年,中国期刊业面临诸多困境,如意识形态管理趋紧、新媒体新技术导致的读者媒体消费习惯的变化、产业链多个环节出现疲软态势、竞争成本迅速上升等,同时,绝大多数期刊社资源与能力没有得到改善,管理粗放、人力资源匮乏、效益低下,更不利的是,当面对外部环境变化时,组织难以应对。《南风窗》创刊于1985年,目前是中国新闻类杂志发行量最大的杂志之一,其发展历程、目前的运营状况在新闻类期刊中具有普遍性和代表性。创刊以来的《南风窗》经历了两次办刊高峰期,也经历过长达9年低谷时期。回顾办刊历程,可以看出,办刊高峰期均是刊物定位明确的时期,而低谷期恰是定位模糊、飘忽不定的时期。于是,在新的市场环境和内部资源变化的前提下,对南风窗杂志社的战略定位进行研究显得十分重要。本文以战略管理理论框架为依据,结合大量一手数据、资料,运用管理学研究工具对南风窗杂志社面临的宏观环境、自身能力与资源进行研究,在宏观环境和行业环境研究的前提下,提出

南风窗杂志社目前的独特资源是“庞大的订户群”,核心能力是“提供理性的观点与分析”。在结合国内外同类期刊发展战略的基础上,

本文认为,南风窗杂志社应从出版单一产品的杂志社定位成为涵盖期刊出版、图书出版、信息服务、活动组织等业务的传媒集团。

【英文摘要】Since reforms and opening up to the outside

world, Chinese periodicals have seen in a new round development, which underwent product-forming period, profession-growing period and industry-forming period. In recent one or two years, Chinese periodicals meet quite a lot of difficulties, such as the management of ideology tends to be tight, readers’consumption habits are changing under direction of new media and new technology, links in the production chain appears weak and the cost for competition is increasingly growing. Meanwhile, the resources and abilities of the majority of periodical agencies haven’t improved. They are still extensive in management, lack of human resources with low benefits. Furthermore, they are difficult at repartee when facing environment changes outside.Founded in 1985, Nanfengchuang is one of Chinese news magazines with biggest distribution quantity in China. Its developing history and present running situation have generality and representativeness in news periodicals. Since its establishment, Nanfengchuang have two boom periods as well as an all-time low period as long as nine years. Looking back on its development course, it was apparent that its boom period is a period of holding really clear strategic position, while its all-time period is exactly a period with obscure and uncertain strategic position.

Therefore, it is very important to make a research on the strategic position of Nanfengchuang Magazine in the new market environment and when the inner resources are changing.Based on the theory frame of strategic management, this article combines a vast amount of first data and materials using management research tool and makes a research on the macro environment, self-ability and resources which Nanfengchuang Magazine is facing. Basing the macro environment research, it makes a situational plan on the development of news periodical industry. It refers to the unique resources of Nanfengchuang Magazine is “a large number of subscribers”and its core ability is “providing rational opinion and analysis”. Combining the development strategy of similar periodicals in China and abroad, this article holds that Nanfengchuang Magazine, being a periodical agency of publishing a single product, should develop to be a media group covering industries of periodical publishing, book publishing, information service and activity organization, etc.

【关键词】南风窗杂志社南风窗战略定位

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【英文关键词】Nanfengchuang Press Nanfengchuang