新媒体环境下第六版《十万个为什么》融合发展探究

发布时间：2018-07-06 14:24

本文选题：新媒体环境 + 出版融合　；参考：《华中师范大学》2017年硕士论文

【摘要】：随着互联网经济迅猛发展,传播方式发生了转变,文化产业的输出方式也不同于以往。在新媒体时代,传统出版业面临着新的洗牌和变革,能否在十字路口抓住机遇升级产业是各大出版集团需要思考的问题。本文以少年儿童出版社第六版《十万个为什么》为分析样本。第一部分对新媒体环境下传统出版产业的现状做了梳理,指出转型融合的必然性。第二部分概括了《十万个为什么》的发展历史,着重分析了第六版《十万个为什么》的前期出版策划、编辑以及后期的影响和意义。第三部分是本文的重点,首先分析了《十万个为什么》面临的机遇,从国家层面来看,主要是政策和资金的扶持;行业角度看主要优势是技术的成熟和国内外投资市场的发展;从企业角度看主要是上海世纪出版集团作为强有力的母公司,能够为品牌图书提供足够的发展空间,另外少儿科普出版物在新媒体融合方面具备其他类图书所没有的优势。在这种优势下,第六版《十万个为什么》抓住机遇进行了一系列的融合探索,包括升级平台、转变营销策略、扩展品牌输出渠道、抓住内容优势多元化产业链发展探索等,虽然整体大环境对出版融合来说是有利的,但是还是有一些地方需要加强和改进,所以第三部的最后一节是《十万个为什么》面临的挑战。国家层面看主要是法律不健全、公共数字资源缺乏致使出版成本升高,市场角度的挑战是真正的新媒体融合商品的购买市场并没有形成,资金回笼慢,国外优秀出版物的冲击和我国传统观念对少儿科普教育的缺失等。第四部分针对第三部分最后一节,给出了相应的建议。从宏观看主要是健全法律保障知识产权、加强硬件和软件的建设、建立健全人才保障体系;微观角度主要是站在企业层面看,应该走出一条品牌发展道路,利用自身已有优势,抢占资源,发展产业链。本文分析整理了《十万个为什么》在新媒体融合环境下所做的探索,以背景现状—优势—劣势—探索—建议五个环节作为研究路径,旨在通过对《十万个为什么》的个案研究,对其他出版物、出版社在新媒体时代转型提供借鉴与思路。
[Abstract]:With the rapid development of Internet economy, the mode of communication has changed, and the output of cultural industry is different from the past. In the era of new media, the traditional publishing industry is facing new shuffling and reform. Whether we can seize the opportunity to upgrade the industry at the crossroads is a problem that should be considered by major publishing groups. In this paper, the sixth edition of Children's Publishing House, Why 100, 000, is taken as the analysis sample. The first part combs the current situation of the traditional publishing industry under the new media environment and points out the inevitability of transformation and integration. The second part summarizes the history of the development of "100, 000 Why", and analyzes the influence and significance of the sixth edition "Why Why" in the early stage of publication planning, editing and later stage. The third part is the focus of this paper, first of all, it analyzes the opportunities facing "Why Why", from the national level, it is mainly supported by policies and funds, the main advantages from the industry perspective are the maturity of technology and the development of domestic and foreign investment markets, the main advantages of the industry are the maturity of technology and the development of investment markets at home and abroad. From the point of view of enterprise, Shanghai Century Publishing Group, as a powerful parent company, can provide enough development space for brand books. In addition, children's popular science publications have advantages that other kinds of books do not have in terms of new media integration. Under this advantage, the sixth edition "Why Why" seized the opportunity to conduct a series of fusion exploration, including upgrading platform, changing marketing strategy, expanding brand export channels, seizing the content advantage and diversified industrial chain development exploration, etc. Although the overall environment is conducive to publishing convergence, there are still some areas that need to be strengthened and improved, so the final section of the third section is the challenge of "Why 100,000." At the national level, it is mainly due to inadequate laws, the lack of public digital resources and the increase in publishing costs. The challenge from the market perspective is that the real new media integration of goods has not formed a market and the return of funds is slow. The impact of foreign excellent publications and the lack of Chinese traditional concept of popular science education for children and so on. The fourth part gives the corresponding suggestions for the last section of the third part. From the macro point of view, it is mainly to improve the legal protection of intellectual property rights, strengthen the construction of hardware and software, and establish and improve the personnel security system. Seize resources and develop industrial chains. This paper analyzes and arranges the exploration done in the environment of new media integration, taking the background status quo-advantage-inferiority-exploration-suggestion five links as the research path, in order to pass the case study of < 100, 000 why >. For other publications, publishers in the new media era to provide reference and ideas.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.2

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