我国有声书出版盈利模式研究

发布时间：2018-03-23 16:38

本文选题：数字出版　切入点：有声书　出处：《湘潭大学》2017年硕士论文

【摘要】：随着媒介融合、移动阅读时代的到来,有声书作为一种新的出版形式,为视障者、运动者、有车族等群体提供了新的阅读选择,有声书出版也迎来了发展契机。2016年有声书不负众望,成为增长最快的出版门类之一,被普遍认为是数字出版领域的“下一个出版重点”。对比国外有声书出版发展状况,我国有声书出版还处于初级发展阶段,从业企业在参考国内外发展经验的基础上,根据自身的优势,积极探索发展道路,在这一探索中,盈利模式是首要考虑的问题。盈利模式是企业经营的核心动力,在企业成长过程中,不可避免的会遇到各种问题,发行渠道不完整、版权保护机制不完善、质量控制不到位等,直接影响了产业的可持续发展。探索行之有效的盈利模式,优化业务结构,塑造品牌形象,提高行业发展的质量与效益,已成为有声书出版向前发展的当务之急。本文首先从国外有声书出版市场表现和国内有声书出版市场的发展现状总结了该选题的研究背景,利用文献分析法和内容分析法梳理了国内外学者对有声书出版的研究现状,并从理论和实践两方面介绍了本研究的意义,理清了本文研究的思路及方法。然后对有声书的概念、分类、特征进行了界定,梳理了盈利模式的概念及影响因素,本文所提炼的影响因素有产业链、资金、时间、资源和核心竞争力五大因素,并将成本收益理论、长尾理论、使用与满足理论和资源整合理论作为全文的理论支撑对有声书出版盈利模式进行探讨。在全面了解我国有声书出版的发展历史与现状的基础上,归纳总结我国有声书出版领域现有的四种盈利模式,分别为“免费内容+广告”模式、付费订阅模式、自助出版模式和合作出版模式,并详细介绍各模式的运作方式。基于此,详细分析我国有声书出版盈利模式的促进因素和阻碍因素,为后文我国有声书出版盈利模式的探索提供方向性指导。最后基于前文的论述,探索我国有声书出版盈利模式,文章共探讨了四种盈利模式,分别为的“内容+平台+终端”模式、产品衍生模式、有声书数据库营销模式和有声书众筹模式,并分析了各模式的可行性以及在实践中需要注意的问题,以期对我国有声书出版行业的发展提供参考。
[Abstract]:With the integration of media and the advent of the era of mobile reading, audio books, as a new form of publication, provide new reading options for the visually impaired, the sportsmen, the car owners, and so on. Audiobook publishing has also ushered in an opportunity for development. In 2016, audiobooks did not live up to expectations and became one of the fastest-growing publishing categories, and were generally considered to be the "next publishing focus" in the field of digital publishing. Compared with the development of audiobooks published abroad, The publication of audio books in China is still in the primary stage of development. On the basis of reference to the development experience at home and abroad and on the basis of their own advantages, enterprises are actively exploring the way of development. Profit model is the core power of enterprise management. In the process of enterprise growth, it will inevitably encounter various problems, such as incomplete distribution channels, imperfect copyright protection mechanism, inadequate quality control, etc. It has a direct impact on the sustainable development of the industry. To explore an effective profit model, optimize the business structure, shape the image of the brand, improve the quality and efficiency of the development of the industry, This paper first summarizes the research background of this topic from the performance of the foreign audiobook publishing market and the present situation of the domestic audiobook publishing market. This paper makes use of the literature analysis method and the content analysis method to comb the domestic and foreign scholars' research present situation to the audio book publication, and introduces the significance of this research from the theory and the practice two aspects, has clarified the thought and the method of this article research, then to the audio book concept, Classifying, defining, combing the concept of profit model and influencing factors, the influence factors of this paper are industrial chain, capital, time, resources and core competitiveness, and cost and income theory, long tail theory, Based on the comprehensive understanding of the history and present situation of audio book publishing in China, the profit model of audio book publishing is discussed by using the theory of satisfaction and the theory of resource integration as the theoretical support of the full text. This paper summarizes four kinds of profit models in the field of audiobook publishing in China. They are "free content advertisement" mode, subscription mode, self-publishing model and co-publishing mode. This paper analyzes in detail the factors of promoting and hindering the profit mode of audio book publishing in China, and provides the direction guidance for the future study of the profit mode of audio book publishing in China. Finally, based on the above discussion, the paper explores the profit mode of audio book publishing in China. This paper discusses four profit models, namely, "content platform terminal" mode, product derivative model, audiobook database marketing model and audiobook crowdfunding model. The feasibility of each model and the problems needing attention in practice are analyzed in order to provide a reference for the development of audiobook publishing industry in China.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G239.2-F

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