透视当下数字杂志的第三方平台

发布时间：2018-01-13 17:18

本文关键词：透视当下数字杂志的第三方平台　出处：《北京印刷学院》2015年硕士论文　论文类型：学位论文

【摘要】：移动互联网时代，传统媒体在新媒体的冲击下左支右绌。数字杂志出版产业内，以应用程序为载体的移动阅读产品既满足了人们的精神文化需求，又降低了他们的信息获取成本，是数字出版产业快速发展的有力体现。与此同时，这些产品的研发制作与运营服务平台，也自然成为了传统刊社数字化转型过程中的重要支撑。然而，，随着人们的数字阅读使用习惯由PC端向移动端的转移，数字杂志第三方平台同样面临着诸多问题与挑战：笨拙的产品体验、低效的营收模式、不断流失地用户群体等。以上种种问题让第三方平台的发展举步维艰、频遇困境。本文就数字杂志出版领域内处于产业链中游的数字杂志平台进行了细化与分类，并给予其概念性的界定，对其所处的政策、经济、技术与媒介环境进行了分析，以数字杂志媒介载体的历史演变为基准梳理了第三方平台的发展历程，并在此基础上收集最新数据资料，选取国内外的典型案例，从数字杂志第三方平台所处的产业结构、产品形态、用户需求、经营方式、品牌建设等维度，深入透视了数字杂志第三方平台的发展现状、所面临的困境与挑战，结合传播学、媒介经济学、整合营销传播与品牌传播等理论，以国内外成功的案例为参考，提出了相应的发展策略，并对其未来的发展趋势进行了预测。
[Abstract]:The mobile Internet era, the traditional media under the impact of new media. Digital magazine publishing industry in straitened circumstances, with applications for mobile reading product carrier can not only satisfy the people's spiritual and cultural needs, and reduce their costs of obtaining the information, is a powerful embodiment of the rapid development of the digital publishing industry. At the same time, manufacturing and service the platform of these products, naturally become the important support of traditional print process in the digital transformation of society. However, as people's digital reading habits from the PC to the mobile terminal transfer digital magazine, the third party platform is also facing many problems and challenges: Clumsy product experience, low revenue model, continuous loss user groups and so on. These problems make the difficult development of the third party platform, frequent difficulties.
In this paper, the field of digital publishing in the digital magazine industry chain platform are discussed in detail and classification, and give the definition of the concept of the economy, the policy, technology and media environment are analyzed by digital magazine media evolution as a benchmark combs the development process of the third party platform on this basis, and collect the latest data, select typical cases at home and abroad, the industrial structure, from the digital magazine third party platform product form, user demand, mode of operation, brand building and other dimensions, in-depth perspective of the current situation of the development of the digital magazine third party platform, difficulties and challenges, combined with communication, media economics, integrated marketing communication and brand communication theory, based on domestic and foreign successful cases for reference, put forward the corresponding development strategy, and the future development trend of the pre Test.

【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G230.7

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