教育出版服务主导数字化转型与营销策略研究

发布时间：2018-03-05 11:42

本文选题：教育出版　切入点：颠覆性创新　出处：《出版科学》2017年04期 　论文类型：期刊论文

【摘要】：在数字教育资源建设与应用文献综述和现状研究的基础上,对信息技术在教育和教育出版领域引发的创新进行梳理,使用颠覆性创新理论和战略合法性理论考察教育领域和教育出版领域的创新类型。在此基础上对教育出版数字化转型进行研究,明确提出教育出版服务主导型数字化转型目标是开发混合教学平台。最后采用4Ps营销理论对混合教学平台营销策略进行研究。
[Abstract]:On the basis of literature review and current research on the construction and application of digital educational resources, this paper combs the innovations caused by information technology in the field of education and educational publishing. Using the theory of subversive innovation and the theory of strategic legitimacy to investigate the innovation types in the field of education and educational publishing, on the basis of which the digitized transformation of educational publishing is studied. It is pointed out that the goal of digital transformation of educational publishing service is to develop the mixed teaching platform. Finally, the marketing strategy of the mixed teaching platform is studied by using 4Ps marketing theory.
【作者单位】：南开大学文学院;
【基金】：国家社会科学基金项目“中国出版业数字化转型的媒介融合问题与对策研究”(13CXW011)阶段性成果
【分类号】：G230.7;G434

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