专业出版社数字出版发展策略研究

发布时间：2018-05-12 09:27

本文选题：专业出版社 + 数字出版　；参考：《西北大学》2011年硕士论文

【摘要】：进入21世纪以来,数字技术和网络技术给传统出版业带来了巨大的挑战,数字化转型无疑成为众多出版机构最迫切的时代命题。数字出版产值屡创新高,数字出版已经成为出版业发展的趋势,当数字出版大潮袭来之时,作为内容提供商的各类出版社已经开始觉醒,很多出版社纷纷开始寻找并探索数字出版的新模式、新突破。目前,随着数字出版产业的发展,一些出版社,尤其是专业类出版社逐步理清了数字出版的脉络,结合自身丰富的专业内容资源,初期的数字出版探索也取得了成功。专业出版社面临出版体制改革大潮的威胁和数字出版的巨大挑战,专业出版社通常规模都比较小,寻找新的业务模式和利润增长点对于专业出版社未来发展意义重大。借鉴典型专业出版社数字出版发展的成功经验,探索专业出版社数字出版发展策略是本文研究的目的。本文主要采用文献分析、案例分析法,同时结合了社会学、经济学、传播学等学科的理论和方法,对大量的二手资料进行了收集和整理。本文首先梳理了国内外的相关专业出版社数字出版发展的研究理论,并对国内数字出版现状和发展的趋势进行思考；其次,运用经济学的SWOT分析法对专业出版社发展数字出版业务的内部优势、内部劣势、外部机遇和外部威胁逐一进行分析；再次,介绍了国内典型专业出版社数字出版业务的发展,并且从这些典型专业出版社数字出版业务的发展中得到启示的基础上,从资源策略、品牌策略、营销策略三个方面为未来的专业出版社的数字出版发展提供策略思考。
[Abstract]:Since entering the 21st century, digital technology and network technology have brought great challenges to the traditional publishing industry, and digital transformation has undoubtedly become the most urgent topic of the times for many publishing institutions. The output value of digital publishing has repeatedly reached a new high. Digital publishing has become a trend in the development of the publishing industry. When the tide of digital publishing hit, all kinds of publishers, as content providers, have begun to wake up. Many publishers have begun to look for and explore the new model of digital publishing, new breakthroughs. At present, with the development of digital publishing industry, some publishing houses, especially professional publishing houses, have gradually clarified the context of digital publishing, combined with their own rich professional content resources, the initial digital publishing exploration has also been successful. Professional publishing houses are facing the threat of publishing system reform and the great challenges of digital publishing. Professional publishing houses are usually relatively small in scale. It is of great significance for professional publishing houses to find new business models and profit growth points for the future development of professional publishing houses. The purpose of this paper is to learn from the successful experience of the development of digital publishing in typical professional publishing houses and to explore the development strategy of digital publishing for professional publishing houses. This paper mainly adopts literature analysis, case analysis, and combines the theories and methods of sociology, economics, communication and so on, to collect and sort out a large number of second-hand materials. This paper firstly combs the research theory of digital publishing development of related professional publishing houses at home and abroad, and thinks about the present situation and development trend of digital publishing at home and abroad; secondly, This paper analyzes the internal advantages, internal disadvantages, external opportunities and external threats of the development of digital publishing business in professional publishing houses one by using the SWOT analysis method of economics. Thirdly, it introduces the development of digital publishing business of typical professional publishing houses in China. On the basis of the enlightenment from the development of digital publishing business of these typical professional publishing houses, this paper provides strategic thinking for the future digital publishing development of professional publishing houses from three aspects: resource strategy, brand strategy and marketing strategy.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2-F

【引证文献】