發(fā)布時(shí)間：2018-01-10 14:01

  本文關(guān)鍵詞：我國(guó)大眾圖書(shū)出版數(shù)字化轉(zhuǎn)型策略研究　出處：《鄭州大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 大眾圖書(shū)出版 轉(zhuǎn)型策略 數(shù)字出版

【摘要】：隨著數(shù)字化技術(shù)的應(yīng)用和移動(dòng)終端的普及,我國(guó)圖書(shū)出版的業(yè)態(tài)發(fā)生了翻天覆地的變化,傳統(tǒng)的絕對(duì)市場(chǎng)優(yōu)勢(shì)不復(fù)存在,實(shí)體書(shū)店銷(xiāo)量下滑嚴(yán)重,取而代之的是網(wǎng)絡(luò)書(shū)店的興起和電子閱讀器銷(xiāo)量的爆棚,手機(jī)閱讀更是一躍成為讀者的新寵,傳統(tǒng)圖書(shū)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(lái)必然的出路和希望。相比專(zhuān)業(yè)出版和教育出版領(lǐng)域的成功數(shù)字化轉(zhuǎn)型,大眾出版領(lǐng)域的轉(zhuǎn)型之路緩慢許多,無(wú)論是價(jià)值產(chǎn)業(yè)鏈,還是商業(yè)運(yùn)營(yíng)模式,以及技術(shù)研發(fā)、人才建設(shè)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(dòng)探索大眾圖書(shū)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(xué)、營(yíng)銷(xiāo)學(xué)以及現(xiàn)代出版學(xué)理論為基礎(chǔ),運(yùn)用文獻(xiàn)分析法、案例分析法和比較分析法,通過(guò)剖析數(shù)字技術(shù)發(fā)展對(duì)我國(guó)大眾出版行業(yè)的影響,嘗試探索在新的時(shí)代背景下大眾圖書(shū)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?jī)蓚�(gè)方面對(duì)我國(guó)大眾圖書(shū)出版的數(shù)字化轉(zhuǎn)型的優(yōu)劣勢(shì)進(jìn)行了分析。其次,以大眾圖書(shū)傳播的流程為線索,以5W傳播理論為基礎(chǔ),從出版主體、圖書(shū)內(nèi)容、發(fā)行模式、受眾群體、數(shù)字技術(shù)這五個(gè)方面闡述了數(shù)字時(shí)代的大眾圖書(shū)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(jià)格、渠道、促銷(xiāo)等方面給我國(guó)大眾圖書(shū)出版數(shù)字化轉(zhuǎn)型提供了可行性建議;最后,探討了我國(guó)大眾圖書(shū)出版實(shí)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(quán)保護(hù)、技術(shù)提升、品牌升級(jí)等四個(gè)方面。同時(shí),筆者研究分析了一些大眾圖書(shū)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(tuán)共同開(kāi)發(fā)中國(guó)金盾電視聯(lián)播平臺(tái)、兒童圖書(shū)采用最新的AR技術(shù)、以及中信出版集團(tuán)發(fā)行銷(xiāo)售業(yè)務(wù)的外包模式等,都為我國(guó)大眾圖書(shū)出版在當(dāng)今競(jìng)爭(zhēng)激烈的市場(chǎng)條件下探尋了做大做強(qiáng)的可行性舉措。綜上,本文創(chuàng)新點(diǎn)在于:第一,嘗試對(duì)大眾圖書(shū)出版數(shù)字化轉(zhuǎn)型這一學(xué)術(shù)空白點(diǎn)進(jìn)行系統(tǒng)分析,并結(jié)合傳播學(xué)、營(yíng)銷(xiāo)學(xué)等多學(xué)科知識(shí),對(duì)大眾圖書(shū)出版如何實(shí)施數(shù)字化轉(zhuǎn)型策略提出了有益的見(jiàn)解。第二,通過(guò)對(duì)我國(guó)大眾圖書(shū)出版數(shù)字化轉(zhuǎn)型成功案例的研究,把理論和實(shí)踐相結(jié)合,總結(jié)了一些成功轉(zhuǎn)型的做法�？傊�,在日益激烈的數(shù)字競(jìng)爭(zhēng)格局中,大眾圖書(shū)出版只有充分發(fā)揮自身優(yōu)勢(shì)、抓住數(shù)字發(fā)展機(jī)遇、創(chuàng)新轉(zhuǎn)型路徑,才能打開(kāi)新的市場(chǎng)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(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G230.7

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