“众筹”模式对出版产业链的影响和再造

发布时间：2018-04-11 16:40

  本文选题：“众筹” + “众包”　； 参考：《出版科学》2016年03期

【摘要】："众筹"概念诞生于十年前,目前在中国已被学界和业界熟知,并已进入官方话语体系。但是"众筹"和出版相结合的运作方式仍属新鲜事物,仍需在理论上和实践中探索。本文从迈克尔·波特提出的产业价值链的视角出发,运用知乎网的"众筹"出版行为、乐嘉的众筹图书营销等多案例分析的方法,尝试说明"众筹"出版模式如何将产业价值链改造为产业价值网,如何改变终端产品形态,以及如何重塑读者的角色和作用。还提出出版众筹遇到的阻力和发展瓶颈,包括"众筹"平台自身的原因,以及出版机构中体制和思路的限制。
[Abstract]:The concept of "crowdfunding" was born ten years ago and is now well known in China and has entered the official discourse system.But the combination of "crowdfunding" and "publishing" is still a new thing and still needs to be explored in theory and practice.From the perspective of industrial value chain proposed by Michael Porter, this paper makes use of Zhihu's "crowdfunding" publishing behavior, Rosa's crowdfunding book marketing and other multi-case analysis methods.This paper attempts to explain how the publishing mode of "crowdfunding" transforms the industrial value chain into an industrial value network, how to change the form of the end product, and how to reshape the role and role of the reader.It also puts forward the resistance and development bottleneck of publishing crowdfunding, including the reasons of "crowdfunding" platform itself, as well as the limitations of the system and ideas in publishing institutions.
【作者单位】： 中国人民大学新闻学院;
【分类号】：G239.2-F
，

本文编号：1736811