13. 13
段的典型特征。培生 1.16 亿美元收购 Author Solution 以及与 Simon Schuster 合作表明产业对
破坏性技术的预防。由于群组内部战略创新能力不足,这一群组企业的命运很可能受到产业
外竞争力量改变的影响,像苹果、Google 的电子图书计划,或大型商业媒体重组。
决策者的重大挑战在于环境变化的动态性,技术改变可能打断标准的产业生命周期。同
样是以规模为目标的并购,学术期刊出版企业并购的收益明显大于教育和大众出版。这时因
为学术期刊出版社能够将并购所取得的成本下降与数字化带来的成本下降相结合,其运营收
益增加的实现方式与技术变革的方向是一致的。而教育出版企业尽管通过并购实现了规模和
市场份额的目标,但其市场地位和收益前景并不乐观。教育出版市场上的技术和环境有可能
发生更大、更难预期的改变,很难准确判断适应性学习技术、数字化教育和 MOOC 等在线
教育将如何改变传统的教材出版市场。
Title:Competitive strategies in book publishing industry by strategy groups: a perspective from
mergers and acquisitions
Author:Sun Zhong China Market Press Beijing 100837
Key Words:mergers and acquisitions, book publisher, industrial concentration, competitive
strategy, business model
Abstract: Based on book publishers’ M&A and performances thereafter, this article provides a
specific exploration on business model, profitability, threats and responses of four strategic
groups in book publishing industry. Further analysis on strategy and focus of value creation
finds 5 driven forces of M&A, including self-publishing, open access journal publishing,
subscription, market share and technical innovation. In accordance to Grame K. Deans’
industrial life cycle model, the book publishing industry has stepped into the focus stage, while
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each group faces its own challenge. The industry may experience few M&As in the future, with
some of which to be mega mergers. The benefit of A&Ms is vulnerable to dynamics of
technology.
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