中南传媒知汇网商业模式设计与实施研究

发布时间：2018-02-04 06:52

本文关键词： 数字出版商业模式中南传媒知汇网　出处：《中南大学》2012年硕士论文　论文类型：学位论文

【摘要】：“十二五”规划建议中,文化产业发展目标首次上升为“国民经济支柱性产业”,《文化产业振兴规划》也从产业升级高度反复强调大力发展数字内容文化服务领域,随着互联网经济和移动媒体的迅速扩张,新媒体、数字内容崛起,大众文化消费初现繁荣之势,数字内容产业规模初现,“大文化”概念盛行。但目前我国的数字出版产业发展仍处于初级阶段,产业链基本形成,却各自为营,缺少深度合作；没有统一的产业技术标准和版权保护机制；整体商业模式不清晰,盈利模型建立艰难,尚未在盈利模式与规模上实现突破。平台、内容、定价、模式、政策五大因素主宰数字内容崛起后的文化产业格局。面对文化大发展大繁荣带来产业与消费的双重升级机遇,传统出版集团有望整合成为最具内容优势的数字发行平台,实现文化消费崛起与产业融合。本文依据产业经济学和管理学经典理论,从产业发展的现状和问题出发,结合中南出版传媒集团的实践,在已有的出版商业模式基础上,从价值定位、价值提供、价值网络、价值获取四个维度设计了“知汇网”数字出版平台这样一个以“用户为王”为理念的全新数字出版模式,以内容开发与整合、平台研发与渠道提供为支撑,覆盖知识产品的创作发布、采集汇聚、互动出版、发行营销、交流共享、应用增值等需求全过程。 “知汇网”数字出版平台探讨了出版集团、技术提供商、内容提供商和第三方商业服务机构共建共营的“多方共赢”模式,充分整合各方在内容、技术、渠道、市场、品牌等方面的优势,有利于政府减少财政投入,提升数字化和知识惠民等公共服务形象；有利于出版集团传统产业升级,突破地缘界限,虹吸资金,跨越式的做好做大做强；有利于内容提供商和第三方服务机构拓展营销渠道,扩张服务受众；有利于公众拥有均等获取知识的机会,实现零门槛的公共服务；有利于用户通过该平台实现创作和交易,实现知识增值。
[Abstract]:In the proposal of the 12th Five-Year Plan, the development goal of cultural industry has been raised to "pillar industry of national economy" for the first time. The "Plan for the Revitalization of Cultural Industry" has also repeatedly emphasized the development of digital content and cultural services from the height of industrial upgrading. With the rapid expansion of the Internet economy and mobile media, new media and digital content have risen. The consumption of mass culture is booming, the scale of digital content industry is beginning to appear, and the concept of "big culture" is prevailing. But at present, the development of digital publishing industry in our country is still in the primary stage, the industrial chain is basically formed, but they are their respective camps. Lack of deep cooperation; There is no uniform industrial technical standard and copyright protection mechanism; The overall business model is not clear, the profit model is difficult to establish, has not yet achieved a breakthrough in profit model and scale. The platform, content, pricing, model, policy five factors dominate the digital content after the rise of cultural industry pattern. Facing the cultural development and prosperity, the opportunity of dual upgrading of industry and consumption. Traditional publishing groups are expected to integrate into the most content advantage of digital distribution platform to achieve the rise of cultural consumption and industrial integration. Based on the classical theories of industrial economics and management, this paper starts from the current situation and problems of industrial development, combines the practice of the Central South Publishing Media Group, and on the basis of the existing publishing business model, positioning from the value. The four dimensions of value provision, value network and value acquisition have designed a new digital publishing model based on the concept of "user as king", which is a new digital publishing model based on the concept of "user as king" to develop and integrate the content. The platform is supported by R & D and channels, covering the whole process of knowledge product creation and release, collection and gathering, interactive publishing, distribution marketing, communication and sharing, application value-added and so on. "Zhihui Network" digital publishing platform discusses the publishing group, technology providers, content providers and third party business service organizations to build a "multi-win-win" model, fully integrate all parties in the content, technology. The advantages of channel, market and brand will help the government to reduce the financial investment and promote the public service image such as digitization and knowledge benefit to the people. It is helpful to upgrade the traditional industry of publishing group, break through the geographical boundary, siphon the fund, and make a great leap forward. It is beneficial to the content provider and the third party service organization to expand the marketing channel and the service audience; (B) to facilitate equal access to knowledge for the public and to achieve zero-threshold public services; It is advantageous for users to create and trade through this platform and realize knowledge appreciation.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.2-F;F722

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