摘 要
大多数中国人了解和熟悉贝塔斯曼集团是通过其“中国书友会”。作为国际上最为成功的跨国传媒集团之一，贝塔斯曼集团拥有雄厚的经济实力，其业务范围涉及广播电视、出版、发行、印刷和服务等多个领域。这个从德国小镇走出来的家族式企业虽然已有近180年历史，但真正进军世界传媒领域，成为大型跨国传媒集团只有30多年时间。在这一阶段，贝塔斯曼集团凭借其制度设计上的优势获得了快速发展。目前，我国传媒产业也正处在一个发展和转型的特殊时期，贝塔斯曼集团的经验能为我国提供很好的借鉴。
本文以新制度经济学中的企业制度理论为工具，从制度层面对贝塔斯曼集团的产权结构、治理结构和企业战略进行研究，通过与目前中国传媒产业中存在的问题进行对比，对我国发展中的传媒集团提出建议。
论文分为四个部分进行论述。
第一章主要介绍了选题目的、文献综述以及本论文的研究思路及方法；
第二章着重介绍贝塔斯曼的历史沿革和运营现状；
第三章选取新制度经济学中的企业制度理论为研究框架，对贝塔斯曼产权、治理、战略三个维度进行研究；
第四章主要论述我国传媒产业以及传媒集团的发展现状及趋势，得出贝塔斯曼能够给我国发展中的传媒集团带来哪些有益启示。
关键词：贝塔斯曼；企业制度理论；制度；启示
Abstract
Most Chinese are familiar with the Bertelsmann group, through its “China book club”. As one of the successful international media groups , Bertelsmann has strong economic strength, its scope of business involves a number of broadcast television, publishing, distribution, printing and services . It has a history of nearly 180 years, which become a large multinational media group only 30 years time. At this stage, the Bertelsmann by virtue of the advantages of the system design has obtained the fast development. At present, the Chinese media industry is in a special period of development ,the Bertelsmann group experience can provide a very good reference for China.
Based on new institutional economics theory of the fi rm as a tool, the Bertelsmann property right structure, governance structure and corporate strategy conducts the research separately from a system perspective.
The thesis is divided into four parts:
The fi rst chapter mainly introduces the research purpose and literature review, this thesis research ideas and methods.The second chapter is mainly introduce the history and status of Bertelsmann’s operation.The third chapter selects in new institutional economics theory of enterprise as the research frame, research of property right, governance, Bertelsmann three strategic directions.Finally focuses on China’s media industry and the media group’s development status and trend, discusses the Bertelsmann can bring to the development of China’s media group which benefi cial enlightenment.
Key words: Bertelsmann; Enterprise theory; System; Enlightenment
目 录
CONTENTS
第一章 绪论 ..............................................................................................423
1.1 选题目的 ....................................................................................................................423(www.xing528.com)
1.2 文献综述 ...................................................................................................................424
1.3 研究思路及研究方法 ...........................................................................................425
1.4 论文创新点 ...............................................................................................................427
第二章 贝塔斯曼集团经营管理现状分析 ........................................................428
2.1 贝塔斯曼集团历史沿革 ......................................................................................428
2.2 贝塔斯曼集团管理结构分析 ............................................................................429
2.3 贝塔斯曼集团经营现状分析 ............................................................................431
第三章 贝塔斯曼集团企业制度与发展战略的制度经济学研究 ...........................434
3.1 集团产权研究 ..........................................................................................................435
3.2 集团治理结构研究 ...............................................................................................438
3.3 集团发展战略研究 ................................................................................................442
第四章 贝塔斯曼集团对我国传媒集团发展的启示 ...........................................445
4.1 国际传媒集团企业制度和发展战略优势分析 .........................................445
4.2 我国传媒产业集团发展现状及趋势分析 ...................................................447
4.3 贝塔斯曼集团对我国传媒集团发展的启示 ..............................................450
第五章 结语 ..............................................................................................458
参考文献 .....................................................................................................459
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