本文關鍵詞：我國大眾圖書出版數(shù)字化轉(zhuǎn)型策略研究　出處：《鄭州大學》2017年碩士論文　論文類型：學位論文

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【摘要】：隨著數(shù)字化技術的應用和移動終端的普及,我國圖書出版的業(yè)態(tài)發(fā)生了翻天覆地的變化,傳統(tǒng)的絕對市場優(yōu)勢不復存在,實體書店銷量下滑嚴重,取而代之的是網(wǎng)絡書店的興起和電子閱讀器銷量的爆棚,手機閱讀更是一躍成為讀者的新寵,傳統(tǒng)圖書出版企業(yè)面臨著前所未有的困境和挑戰(zhàn),數(shù)字化轉(zhuǎn)型被看作是出版業(yè)未來必然的出路和希望。相比專業(yè)出版和教育出版領域的成功數(shù)字化轉(zhuǎn)型,大眾出版領域的轉(zhuǎn)型之路緩慢許多,無論是價值產(chǎn)業(yè)鏈,還是商業(yè)運營模式,以及技術研發(fā)、人才建設等,都尚未摸索出一條行之有效的數(shù)字化轉(zhuǎn)型發(fā)展道路。因此主動探索大眾圖書出版的數(shù)字化轉(zhuǎn)型策略,就顯得尤為緊迫。本文以傳播學、營銷學以及現(xiàn)代出版學理論為基礎,運用文獻分析法、案例分析法和比較分析法,通過剖析數(shù)字技術發(fā)展對我國大眾出版行業(yè)的影響,嘗試探索在新的時代背景下大眾圖書出版的轉(zhuǎn)型發(fā)展之路。本文首先利用SWOT分析法,從內(nèi)部、外部兩個方面對我國大眾圖書出版的數(shù)字化轉(zhuǎn)型的優(yōu)劣勢進行了分析。其次,以大眾圖書傳播的流程為線索,以5W傳播理論為基礎,從出版主體、圖書內(nèi)容、發(fā)行模式、受眾群體、數(shù)字技術這五個方面闡述了數(shù)字時代的大眾圖書出版的業(yè)態(tài)格局和具體困境。然后利用4PS理論,從產(chǎn)品、價格、渠道、促銷等方面給我國大眾圖書出版數(shù)字化轉(zhuǎn)型提供了可行性建議;最后,探討了我國大眾圖書出版實施數(shù)字化轉(zhuǎn)型策略所需的制度保障,主要涉及人才培養(yǎng)、版權保護、技術提升、品牌升級等四個方面。同時,筆者研究分析了一些大眾圖書出版數(shù)字化轉(zhuǎn)型成功的案例,包括金盾出版社聯(lián)合啟迪傳媒集團共同開發(fā)中國金盾電視聯(lián)播平臺、兒童圖書采用最新的AR技術、以及中信出版集團發(fā)行銷售業(yè)務的外包模式等,都為我國大眾圖書出版在當今競爭激烈的市場條件下探尋了做大做強的可行性舉措。綜上,本文創(chuàng)新點在于:第一,嘗試對大眾圖書出版數(shù)字化轉(zhuǎn)型這一學術空白點進行系統(tǒng)分析,并結合傳播學、營銷學等多學科知識,對大眾圖書出版如何實施數(shù)字化轉(zhuǎn)型策略提出了有益的見解。第二,通過對我國大眾圖書出版數(shù)字化轉(zhuǎn)型成功案例的研究,把理論和實踐相結合,總結了一些成功轉(zhuǎn)型的做法。總之,在日益激烈的數(shù)字競爭格局中,大眾圖書出版只有充分發(fā)揮自身優(yōu)勢、抓住數(shù)字發(fā)展機遇、創(chuàng)新轉(zhuǎn)型路徑,才能打開新的市場局面。
[Abstract]:With the application of digital technology and the popularity of mobile terminals, the format of book publishing in China has changed dramatically. The traditional absolute market advantages no longer exist, and the sales volume of real bookstores has declined seriously. Instead, the rise of online bookstores and the explosion of e-reader sales, mobile phone reading has become a new favorite of readers, traditional book publishing enterprises are facing unprecedented difficulties and challenges. Compared with the successful digital transformation in the field of professional publishing and educational publishing, the road of transformation in the field of mass publishing is much slower, whether it is the value industry chain. Or commercial operation mode, as well as technology research and development, talent construction, etc., have not yet found out an effective way of digital transformation and development, so actively explore the digital transformation strategy of mass book publishing. This paper is based on the theory of communication marketing and modern publishing using literature analysis case analysis and comparative analysis. By analyzing the influence of the development of digital technology on the mass publishing industry in China, this paper tries to explore the way of the transformation and development of the mass publishing in the new era. Firstly, this paper uses the SWOT analysis method to analyze the development of the mass publishing industry from the inside. This paper analyzes the advantages and disadvantages of the digital transformation of mass book publishing in China from the external two aspects. Secondly, based on the 5W communication theory and the flow of mass book communication, the author analyzes the main body of publication and the content of the book. Distribution model, audience groups, digital technology, these five aspects of the digital era of mass book publishing format and specific difficulties. Then using 4PS theory, from the product, price, channels. The promotion and other aspects have provided the feasible suggestion for the digitization transformation of the mass book publishing in our country; Finally, the paper discusses the system guarantee for the implementation of digital transformation strategy of mass book publishing in China, which mainly involves four aspects: talent training, copyright protection, technology upgrading, brand upgrading, etc. At the same time. The author studies and analyzes some successful cases of digital transformation of popular book publishing, including the joint development of China Golden Dun Television platform by Jindun Publishing House and Enlightenment Media Group, and children's books using the latest AR technology. As well as the outsourcing mode of CITIC Publishing Group's distribution and sales business, all of them have explored the feasible measures to make the publication bigger and stronger under the competitive market conditions in our country. The innovation of this paper lies in: first, try to make a systematic analysis of the digital transformation of popular book publishing, and combine with communication, marketing and other multi-disciplinary knowledge. This paper puts forward some useful opinions on how to implement the strategy of digital transformation of mass book publishing. Secondly, through the study of successful cases of digital transformation of mass book publishing in China, the theory and practice are combined. In short, in the increasingly fierce pattern of digital competition, popular book publishing can only give full play to its own advantages, seize the opportunity of digital development, and innovate the transition path. In order to open up a new market situation.
【學位授予單位】：鄭州大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G230.7

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本文編號：1405518