数字出版产业链的构造与运行研究

发布时间：2018-05-06 09:49

  本文选题：数字出版产业链 + 基本构造　； 参考：《武汉大学》2015年博士论文

【摘要】：近年来,数字出版产业规模增长迅猛,产业所显现出的发展前景与盈利空间,吸引了更多企业逐鹿数字出版市场,在产业主体渐成规模的过程中,相互间的分工也渐趋清晰,维系产业链有效运行的利益分配机制也日渐合理,数字出版产业链正在加速形成与廓清中。然而,数字出版产业链也存在着结构不完整、运行不顺畅等突出问题,严重制约了数字出版产业的进一步做大做强。如何构建结构完整、协调运行的数字出版产业链,业已成为出版业界和学界广泛关注的重要课题。本文立足于产业链的分工协作,结合产业组织理论、博弈论等相关理论,采用理论与实证相结合的分析方法,在阐述数字出版产业链形成与演化的基础上,对数字出版产业链的基本构造、运行机制、运行效果开展深入研究,并在此研究的基础上,.针对我国数字出版产业链在上述方面存在的突出问题,提出强化我国数字出版产业链管理的思路。本文研究发现,数字出版产业链是在产业融合的推动下,在技术、市场、政策的交织作用下逐渐形成的,并沿着“单一化—分化—融合化”的方向演进。数字出版产业链是由产品与服务提供商、技术开发商与平台提供商、产品与服务分销商基于数字出版价值增值活动构成的战略联盟关系链,其中,技术开发商与平台提供商,往往是以内容提供商的身份介入内容资源生产或以分销商的身份从事数字出版产品分销,由此数字出版产业链的核心价值环节主要分为了“资源生产”与“市场分销”两大环节,围绕着资源生产与市场分销,产业链主体之间基于所拥有的内容、渠道、技术资源,进行着广泛的资源创造、交换、使用等价值活动。价值收益机制与利益分配机制是实现数字出版产业链协调运行的主要机制保障,其中,从演化博弈均衡的角度看,只有内容提供商与分销商协调合作,才能保证双方价值收益的最优；数字出版产业链的利益分配是多方博弈的结果,影响其利益分配的因素包括多方面,基于Shapley值法的利益分配,能够实现产业链各方利益分配的最优,并促进其分工协作与产业链的稳定运行。产业链运行效果的良好与否,关系产业链的协调运行与产业的健康发展,从当前情况看,数字出版产业链联盟企业间的关联关系仍较弱、传统出版业与IT业的融合程度较低、产业链的资源整合功能尚未得到充分发挥、产业链价值增值仍有提升空间,数字出版产业链尚未实现协调运行。构建结构完整、协调运行的数字出版产业链,需要政府、行业及企业三方的共同努力,致力于强化对我国数字出版产业链的管理。本文从政府、产业、企业三个层面,提出了强化我国数字出版产业链管理的思路,以期为我国数字出版产业链的构建与管理、为我国数字出版产业竞争力的提升,提供理论参考。
[Abstract]:In recent years, the scale of the digital publishing industry has grown rapidly, and the development prospect and profit space of the industry have attracted more enterprises to go after the digital publishing market, and the division of labor among them has gradually become clear in the process of the industrial main body gradually becoming the scale. The benefit distribution mechanism to maintain the effective operation of the industrial chain is becoming more and more reasonable, and the digital publishing industry chain is accelerating to form and clarify. However, the digital publishing industry chain also has some outstanding problems, such as incomplete structure and unsmooth operation, which seriously restrict the further development of digital publishing industry. How to construct a well-structured and coordinated digital publishing industry chain has become an important issue of wide concern in the publishing industry and academic circles. Based on the division of labor and cooperation in the industrial chain, combined with the industrial organization theory, game theory and other relevant theories, this paper combines the theory with the empirical analysis method, on the basis of explaining the formation and evolution of the digital publishing industry chain. The basic structure, operation mechanism and operation effect of the digital publishing industry chain are studied deeply, and on the basis of the research. In view of the outstanding problems existing in the digital publishing industry chain in our country, this paper puts forward the idea of strengthening the management of the digital publishing industry chain in our country. In this paper, it is found that the digital publishing industry chain is gradually formed under the influence of technology, market and policy under the promotion of industrial convergence, and evolves along the direction of "unification-differentiation and integration". The digital publishing industry chain is a strategic alliance chain composed of product and service providers, technology developers and platform providers, product and service distributors based on value-added activities of digital publishing, in which technology developers and platform providers. They are often involved in the production of content resources as content providers or in the distribution of digital publishing products as distributors. The core value link of the digital publishing industry chain is divided into "resource production" and "market distribution", which revolves around resource production and market distribution. Carrying out a wide range of resource creation, exchange, use and other value activities. The mechanism of value return and profit distribution is the main mechanism guarantee to realize the coordinated operation of the digital publishing industry chain. From the angle of evolutionary game equilibrium, only the content provider and distributor coordinate and cooperate. The benefit distribution of the digital publishing industry chain is the result of multi-party game, and the factors that affect the benefit distribution include many aspects, which are based on the Shapley value method. It can realize the optimal benefit distribution of all parties in the industrial chain, and promote its division of labor and cooperation and the steady operation of the industrial chain. Whether the operation effect of the industry chain is good or not, the coordinated operation of the industry chain and the healthy development of the industry are concerned. From the current situation, the association relationship between the alliance enterprises of the digital publishing industry chain is still weak, and the degree of integration between the traditional publishing industry and IT industry is low. The resource integration function of the industry chain has not been fully developed, the value added of the industry chain still has room for improvement, and the digital publishing industry chain has not yet realized the coordinated operation. The construction of a well-structured and coordinated digital publishing industry chain requires the joint efforts of the government, industry and enterprises to strengthen the management of the digital publishing industry chain in China. In this paper, the author puts forward the idea of strengthening the management of digital publishing industry chain in China from three aspects: government, industry and enterprise, in order to build and manage the digital publishing industry chain and promote the competitiveness of China's digital publishing industry. To provide theoretical reference.
【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：G230.7-F
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本文编号：1851839