我国手机出版产业链研究

发布时间：2018-05-29 13:49

本文选题：手机出版 + 数字出版　；参考：《江西财经大学》2010年硕士论文

【摘要】：出版业的发展离不开技术的进步,造纸术、印刷术、激光照排技术都曾经对出版业产生了深远的影响。如今数字出版技术的出现,必将给出版业带来又一轮变革。手机出版以其全新的出版形态,对出版流程、产业结构甚至出版观念给带来巨大的冲击。虽然手机出版产业仍处于形成和成长阶段,但是手机出版巨大的市场潜力以及诸多优势还是被人们普遍视为最具潜力的数字出版形式。但是,如何尽快完善手机出版产业链结构,形成科学合理的手机出版产业链将直接影响着我国手机出版产业的快速发展。因此,分析梳理目前我国手机出版产业链的结构与问题,并在此基础上探索更为合理的手机出版产业链结构就成为了本文研究的重要内容。本文首先对目前已有的关于手机出版的研究成果进行了归纳和总结,并在此基础上确定了论文的研究重点和研究方向。接下来对我国手机出版的发展进行了概述,包括手机出版概念的界定、主要特点和常见业态等,并概括了目前我国手机出版产业的发展现状。第三部分主要是为手机出版产业链的研究奠定理论基础,并对手机出版产业链做出以下定义：手机出版产业链是指以手机出版价值链为基础的,具有连续追加价值关系的手机出版相关企业(如出版社、运营商、技术服务商、手机生产商)组成的企业战略联盟。第四部分对我国手机出版产业中较为成熟的手机阅读、无线音乐和手机阅读的产业链进行了梳理和总结。目前的手机出版产业链的结构是错综复杂的,我们必须首先理清产业链上各环节的角色地位和他们之间的关联方式,然后才能发现其中的主要问题和主要矛盾。在梳理的同时,也及时提出了发现的问题、发展的趋势以及解决问题的思路等。文章最后一章是全文研究的结晶,作者首先把之前产业链梳理过程中发现的主要问题和共性问题进行了归纳总结,然后分析了国外成功案例,以便借鉴其成功经验。最后作者探索性地提出了一个新的手机出版产业链的结构模式。这种产业链结构的最大特点是在一定程度上打破了电信运营商的垄断,但同时仍保留电信运营商对产业链拥有较强的控制能力；终端生产商可以充分融入到产业链中来,有利于生产出适应手机出版业务需要的手机终端；强调了手机用户的互动能力,移动网络的普遍性和开放性给手机用户提供了足够的交流和互动的平台。作为手机出版物消费者的手机用户也可以通过原创和对已有产品的再创造转变成为内容提供者。此时,手机出版产业链形成了可以持续流通的环状结构,势必加速整个产业的产品流通和运转；增加了“销售环节”可以为用户和除电信运营商之外的产业链上的其他厂商提供选择的机会,特别是一些没有和运营商签订合作协议的非官方网站,也可以在手机出版产业中找到自己的立足之地。而且其他支付渠道的存在,使电信运营商从CP/SP抽取高额服务费的现状得到改善；产业链外围引入了第三方监管机制,有效监督产业链各环节的行为,确保整个手机出版产业链正常运行和健康发展。通过在这些方面的改进为手机出版产业的发展提供了一个平等的竞争环境,每个环节在产业链中的作用得以充分发挥。
[Abstract]:The development of the publishing industry can not be separated from the progress of technology. Paper making, printing and Laser Phototypesetting have had a profound influence on the publishing industry. Nowadays, the emergence of digital publishing technology will bring another round of change to the publishing industry. Mobile phone publishing has brought about a new form of publishing, which has brought about a great deal of publishing process, industrial structure and even publishing concept. Although the mobile publishing industry is still in the stage of formation and growth, the huge market potential and many advantages of mobile publishing are generally regarded as the most potential digital publishing forms. However, how to improve the industrial chain structure of the mobile publishing industry as soon as possible and to form a reasonable industrial chain of mobile publishing industry will directly affect the mobile publishing industry chain. With the rapid development of the mobile publishing industry in China, the analysis and analysis of the structure and problems of the current industrial chain of mobile phone publishing in China, and on this basis, to explore a more reasonable structure of the mobile publishing industry chain has become an important content of this study.
This article first summarizes and summarizes the existing research results about mobile phone publishing, and on the basis of this, it determines the research focus and research direction of the paper. Then the development of mobile publishing in China is summarized, including the definition, main features and common formats of mobile publishing, and the current Chinese hands are summarized. The third part mainly lays the theoretical foundation for the research of the mobile publishing industry chain, and makes the following definitions for the mobile publishing industry chain: the mobile publishing industry chain refers to the mobile publishing related enterprises based on the value chain of the mobile phone publishing, such as the publishing house, the operator, and the mobile phone publishing industry. The fourth part of the industrial chain of mobile phone publishing industry in China, including mobile phone reading, wireless music and mobile reading, has been combed and summarized. The structure of the current industrial chain of mobile publishing industry is complicated. We must first clear all links in the industrial chain. In order to find out the main problems and main contradictions, we can find out the problems, the trend of development and the thinking of solving the problems.
The last chapter of the article is the crystallization of the full text research. The author first summarizes the main problems and common problems found in the process of the previous industry chain carding, and then analyses the successful cases abroad in order to draw on its successful experience. Finally, the author explores a new structure model of the new mobile publishing industry chain. The biggest feature of the industry chain structure is to break the monopoly of telecom operators to a certain extent, but at the same time, it still holds the strong control ability of the telecom operators to the industrial chain; the terminal producers can fully integrate into the industrial chain, which is beneficial to the production of mobile terminals to meet the needs of the mobile phone publishing business, and emphasizes the mobile phone users. The universality and openness of the mobile network provide the mobile phone users with sufficient communication and interaction platform. As a mobile phone publication consumer, the mobile phone users can also change into the content provider through the original and re created products. At this time, the mobile publishing industry chain has formed a continuous circulation ring. It is bound to accelerate the circulation and operation of the products of the whole industry, and the "sales link" can provide the choice for the users and other manufacturers other than the telecom operators, especially the unofficial websites that have not signed the cooperation agreements with the operators, and can also find their own in the mobile publishing industry. The existence of other payment channels makes the telecom operators improve the current situation of extracting high service fees from CP/SP, and the third party regulatory mechanism is introduced in the periphery of the industrial chain to effectively supervise the behavior of all links in the industrial chain and to ensure the normal operation and healthy development of the entire mobile publishing industry chain. The development of the publishing industry provides an equal competitive environment, and every link can play its full role in the industrial chain.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G237.6-F

【引证文献】