手机阅读产业价值链研究

发布时间：2018-05-13 22:24

本文选题：手机阅读 + 产业价值链　；参考：《安徽大学》2012年硕士论文

【摘要】：手机阅读发展非常迅猛,目前已经成为数字出版领域发展最快的一个分支领域。作为一种发展势头较好的产业,如何在产业链上整合各类资源,取得浮华背后实质性的盈利,并实现可持续发展.是这一产业需要面对的核心问题。本文主要从产业价值链的角度系统研究手机阅读,先对手机阅读与产业价值链进行理论综述,再分析手机阅读产业价值链上的各个环节。在理清这些理论与概念的基础上,本文将我国目前主要的手机阅读产业价值链分为三种类型：电信运营商为主导的产业价值链、内容服务提供商为主导的产业价值链、终端设备商为主导的产业价值链。接着本文从价值生成动力、价值传递、位置迁移、利益分配等方面重点研究手机阅读产业价值链的生成运作。技术的支持力、政府的扶持力以及各环节之间的相互协调力,是手机阅读产业价值链生成的三个动力。价值链的生成运作是通过价值传递、竞争中位置迁移以及版权基础上的利益分配三种机制来实现的。通过分析,笔者认为手机阅读产业价值链上各环节虽然相互协作,但也竞争激烈,以致出现了各环节中位置迁移的现象。目前,虽然我国手机阅读产业的发展势头迅猛,但其产业价值链还是存在诸多问题,如：运营商一家独大、未重视消费者的高层次文化需求、缺乏产业协调机制等。通过对以上问题的分析,笔者随后提出若干手机阅读产业价值链的优化措施。比如,电信运营商的垄断地位需被打破；内容服务提供商应集合优质内容,提升地位；产业价值链应以用户需求为中心,纵向延伸；同时注重发展辅助环节,营造和谐的产业发展环境等。最后,笔者以时代出版公司的手机阅读项目为个案,对其产业价值链进行分析,希望为手机阅读的实践者提供有益参考,促进手机阅读更好的发展。
[Abstract]:Mobile phone reading is developing very rapidly and has become one of the fastest growing branches in the field of digital publishing. As a kind of industry with good development momentum, how to integrate all kinds of resources in the industrial chain, obtain the substantial profit behind the flashy, and realize the sustainable development. It is the core problem that this industry needs to face. This paper systematically studies mobile phone reading from the angle of industrial value chain, firstly summarizes the theory of mobile phone reading and industrial value chain, and then analyzes every link of mobile phone reading industry value chain. On the basis of clarifying these theories and concepts, this paper divides the main mobile phone reading industry value chain into three types: the industry value chain dominated by telecom operators, the industry value chain led by content service provider. Terminal equipment for the leading industrial value chain. Then this paper focuses on the generation and operation of mobile phone reading industry value chain from the aspects of value generating power, value transfer, position transfer, benefit distribution and so on. The supporting power of technology, the support of government and the coordination of each link are the three driving forces of the value chain of mobile phone reading industry. The generation and operation of value chain is realized by three mechanisms: value transfer, position transfer in competition and benefit distribution based on copyright. Through the analysis, the author thinks that although the various links in the value chain of mobile phone reading industry cooperate with each other, the competition is also fierce, resulting in the phenomenon of location transfer in each link. At present, although the mobile phone reading industry is developing rapidly in our country, there are still many problems in its industrial value chain, such as: the operators are alone, they do not attach importance to the high-level cultural needs of consumers, and there is a lack of industrial coordination mechanism. Through the analysis of the above problems, the author then puts forward some optimization measures of mobile reading industry value chain. For example, the monopoly position of telecom operators needs to be broken; content service providers should pool high-quality content and upgrade their status; the industrial value chain should be centered on the needs of users and lengthwise extend; at the same time, it should pay attention to the development of auxiliary links. To create a harmonious industrial development environment. Finally, the author takes the mobile phone reading project of the times publishing company as a case, analyzes its industrial value chain, hoping to provide useful reference for the mobile phone reading practitioners and promote the better development of mobile phone reading.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

【参考文献】