| With the development of the digital technology, communication technology and network technology, the media convergence becomes the future development trend. The evolution of media convergence has brought revolutionary influence to the publishing enterprises, which changes its’ competitive basis, competition mode and market pattern. On the one hand, since the development of the digital communication technology has changed production mode and transmission mode of the knowledge, people no longer just depend on the paper book to read and learn. On the other hand, the vigorous development of the emerging media, such as mobile phones and the Internet, has changed copyright ecological environment, so publishing behavior is no longer exclusive activity of traditional publishing enterprise. Nowadays, since the proportion of traditional paper media, such as newspapers, periodicals, books, drops year by year, the traditional publishing industry faces recession even death. Therefore, whether publishing enterprises can quickly adapt to the changes of the environment and how to adapt to these changes, have become an important problem.Being current theoretical of enterprise strategic management, dynamic abilities theory aims to study how enterprises obtain sustainable competitive advantage. This theory provides analysis framework for publishing enterprises, which is helpful to face environmental changes, and constantly obtain and maintain competitive advantage. In this paper, in order to solve the problem of competitive power lack for the publishing enterprises in the media fusion environment, the dynamic capability theory was introduced to the publishing field. Specifically, publishing enterprises dynamic capability is identified and constructed by theoretical research and multiple case analyses, and then dynamic ability function and acting path are verified and established by the structural equation model, finally, based on the above researches, cultivation mechanism and improvement path of publishing enterprises are proposed. This study not only promotes the applications of the dynamic capability theory, but also provides a new strategic analysis tool for publishing industry.The primary contents will be generalized as follows.(1) Based on the analysis of media convergence characteristics and evolution law, the publishing competitive environment is carried on the dynamic and static analyses. And then, the dynamic model of the publishing enterprises is proposed.(2) According to the hierarchy and business logic of the competition, and the analysis of the multiple cases in the media convergence environment, a recognition model of the publishing enterprises is constructed.(3) We obtain each dimension of the dynamic ability for the publishing enterprises, and then measure its’ the dynamic ability by constructing related measurement scales.(4) According to conjugate characteristics and embedded perspective between the publishing enterprises and the environment, we propose a relationship mode among the publishing competitive environment dynamic abilities, publishing enterprise dynamic ability and publishing enterprises between performance relationship models. Dynamic ability function and acting path are verified and established by the structural equation model.(5) Base on study of the dynamic ability formation and influence factors, we obtain the lead factors, which determine how the dynamic ability of the publishing enterprises forms. According to correlation strength between dynamic ability and performance, we further obtain the strengthen path and upgrade ways to improve the dynamic ability of the publishing enterprises.This paper mainly uses the questionnaire survey method to obtain the data. Moreover, we use SPSS18.0to clean the data and conduct the reliability and validity, and use AMOS18.0to construct model and make an empirical analysis for the theoretical assumptions. Through the quantitative empirical research and theoretical discussion, we can obtain the following conclusions:(1) The media convergence has brought changes for the publishing enterprises. From static perspective, these influences are embodied in competition basis, value network, core value activities, products and services. From dynamic perspective, these influences are mainly embodied in the instability, the uncertainty, and the agility and novelty.(2) In the environments of media convergence, the concept model of the publishing enterprise dynamic capabilities is an integration framework covering homogeneity and heterogeneity, which is character by a series of unique organization process, such as publishing knowledge innovation ability, publishing strategy adjustment ability, publishing business model innovation ability and the ability to publish business process reengmeermg.(3)" the publishing environment dynamic-publishing enterprises dynamic capability-publishing enterprises performance" shows that publishing enterprise dynamic ability and publishing enterprises long-term performance have positive correlation relationship, and publishing enterprises dynamic capability has intermediary effect for the publishing environment dynamic and performance.(4) Dynamic mechanism, the organization mechanism, the learning and matching mechanisms are key path to form and foster the publishing enterprise dynamic ability. And the publishing entrepreneurs, senior class and knowledge employees are main body.At present, the study of the dynamic capability theory are not extended to specific management situation, and thus lack of guiding significance for the industry. Meanwhile, the researches of publishing enterprise strategic mostly depended on the traditional static analysis tools, so it can not adapt to dynamic changing requirements of the publishing environment in media mergence. According, this paper hope that through the study of publication enterprise dynamic capability and solving its’ enterprise survival predicament and competitive advantage, we can promote the dynamic capability theory to business operation practice from pure theory. |
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