对贝塔斯曼淡出中国的理性思考——从媒介管理学出发  

Rational Reflection on the Fading out of Bertelsmann from China:From the Aspect of Media Management

作　　者：姬建敏[1] 

机构地区：[1]河南大学学报编辑部传媒研究所,河南开封479001

出　　处：《韶关学院学报》2010年第4期162-165,共4页Journal of Shaoguan University

摘　　要：作为世界四大传媒集团之一的贝塔斯曼,2008年7月宣布退出中国市场,曾经如日中天的在华图书事业划上了一个并不圆满的句号。从媒介管理学的角度探究其原因,主要是贝塔斯曼管理层不了解中国人的阅读习惯、阅读心理,不了解中国出版的某些政策,错估了网络发展的形势,不重视网络营销,在中国的运营成本过高等自身管理不善造成的,也是社会环境、政治环境、科技环境和经济环境作用的结果。As one of the four biggest media groups in the world, Bertelsmann announced in 2008 that it would leave China, and ended its most prosperous book business in China unsatisfaetorily. The reasons for this unsatisfactory leave from the aspect of media management are that managers of Bertelsmann were unfamiliar with the reading habits and psychology of the Chinese people, or the publishing policies in China. Their failure to evaluate properly the situation of network development, their neglect of network marketing and their ill manage- ment resulted in too high operation cost in China. The unsatisfactory leave also resulted from the different social, political, scientific, technological and economic circumstances.

关 键 词：贝塔斯曼 宏观环境 媒介战略 管理 营销 

分 类 号：G206.3[文化科学—传播学]