국내 출판사의 디지털 경영전략모델에 관한 연구

• 영문명: A Study on Publishers digital management Strategies Model
• 발행기관: 한국출판학회
• 저자명: 이은국(Lee Eun-Kook)
• 간행물 정보: 『한국출판학연구』통권 제47호, 155~195쪽, 전체 41쪽
• 주제분류: 사회과학 > 신문방송학
• 파일형태: PDF
• 발행일자: 2004.12.01

영문 초록

To develop models of the ideal conditions for the active growth of digital management among the local publishing businesses by analyzing the purpose, strategy, service level and business performances in relation to digital management introduced by them, this study diagnosed the current situation to derive the future of digital management by conducting surveys through questionnaires and in-depth interviews with local publishers who operate digital management. The survey results are summarized as follows with focusing on the main issues selected by this researcher: [Research Question 1. Does the publishers' profit expectations from digital management have a significant impact on their market strategies?] First, it was revealed that the local publishers introduce digital management for four driving forces - innovation. information. promotion and competitiveness, Among them, information (customer data or prompt retrieval of book data) is regarded as the most important factor while competitiveness and promotion are thought to be relatively less important than profit expectations, It is interpreted that this reflects their strong desire to enhance communication with the customers. Next, it was revealed that the top four market strategies of the local publishers in implementing digital management included customer inducement strategy, business-centered strategy, customer information strategy and distribution innovation strategy. Among them, the publishers especially favored the strategy of inducing new customers and maintaining existing customers based on their value. On the contrary, it was revealed they fail to actively utilize business-centered strategies actively, including development of unique business models or introduction of differentiated business activities. As a result, it is understood that they place a strategic priority on creation of relations with their customers. Hypothesis 1 - The publishers' profit expectations of digital management will positively impact their market strategies. - in relation to [Research Question 1] was verified affirmatively, revealing their market strategies are determined by their profit expectations. We analyzed the correlations among the factors that constitute the parameters. In particular, it was revealed that the publishers expectation in promotion affects all of their market strategies. This means they always consider their expected gains in promotion in selecting whichever market strategies were selected. [Research Question 2. Does the publishers' profit expectations digital management have a significant impact on their service level?] First, it was revealed that the digital management service levels provided by the local publishers have four factors of value creation service, information service, order/delivery service and warranty service. Information service is most widely provided, followed by order/delivery service and customer value creation service. On the other hand, it was analyzed the authentication service is provided at a rather low level. Hypothesis 2 - The publishers digital management market strategy will positively impact on their service levels. - in relation to [Research Question 2] was verified affirmatively. revealing their service levels are determined by their market strategies toa great extent. We analyzed the correlations among the factors that constitute the parameters. In particular, it was revealed the customer inducement market strategy has the greatest impact on all service levels. Thus, we can conclude that the publishing businesses consider their customer inducement strategy as default in determining whichever service level was determined. [Research Question 3. Does the publishers digital management market strategy have a significant impact on their business performance?] First, it was revealed that the local publishers business performances are affected by three main factors of process innovation, financial effect and customer

목차

Ⅰ. 서론

Ⅱ. 이론적 접근

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 논의 및 결론: 국내 출판사의 디지털 경영 전략모델

참고문헌

Abstract