我国大众图书出版数字化转型策略研究

发布时间：2018-01-10 14:01

本文关键词：我国大众图书出版数字化转型策略研究　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着数字化技术的应用和移动终端的普及,我国图书出版的业态发生了翻天覆地的变化,传统的绝对市场优势不复存在,实体书店销量下滑严重,取而代之的是网络书店的兴起和电子阅读器销量的爆棚,手机阅读更是一跃成为读者的新宠,传统图书出版企业面临着前所未有的困境和挑战,数字化转型被看作是出版业未来必然的出路和希望。相比专业出版和教育出版领域的成功数字化转型,大众出版领域的转型之路缓慢许多,无论是价值产业链,还是商业运营模式,以及技术研发、人才建设等,都尚未摸索出一条行之有效的数字化转型发展道路。因此主动探索大众图书出版的数字化转型策略,就显得尤为紧迫。本文以传播学、营销学以及现代出版学理论为基础,运用文献分析法、案例分析法和比较分析法,通过剖析数字技术发展对我国大众出版行业的影响,尝试探索在新的时代背景下大众图书出版的转型发展之路。本文首先利用SWOT分析法,从内部、外部两个方面对我国大众图书出版的数字化转型的优劣势进行了分析。其次,以大众图书传播的流程为线索,以5W传播理论为基础,从出版主体、图书内容、发行模式、受众群体、数字技术这五个方面阐述了数字时代的大众图书出版的业态格局和具体困境。然后利用4PS理论,从产品、价格、渠道、促销等方面给我国大众图书出版数字化转型提供了可行性建议;最后,探讨了我国大众图书出版实施数字化转型策略所需的制度保障,主要涉及人才培养、版权保护、技术提升、品牌升级等四个方面。同时,笔者研究分析了一些大众图书出版数字化转型成功的案例,包括金盾出版社联合启迪传媒集团共同开发中国金盾电视联播平台、儿童图书采用最新的AR技术、以及中信出版集团发行销售业务的外包模式等,都为我国大众图书出版在当今竞争激烈的市场条件下探寻了做大做强的可行性举措。综上,本文创新点在于:第一,尝试对大众图书出版数字化转型这一学术空白点进行系统分析,并结合传播学、营销学等多学科知识,对大众图书出版如何实施数字化转型策略提出了有益的见解。第二,通过对我国大众图书出版数字化转型成功案例的研究,把理论和实践相结合,总结了一些成功转型的做法。总之,在日益激烈的数字竞争格局中,大众图书出版只有充分发挥自身优势、抓住数字发展机遇、创新转型路径,才能打开新的市场局面。
[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.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7

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