媒介融合时代我国大学出版社数字化转型策略研究

发布时间：2018-06-14 21:45

本文选题：大学出版社 + 数字出版　；参考：《郑州大学》2016年硕士论文

【摘要】：媒介融合时代,我国大学出版社的数字化转型是一个新鲜且热门的话题,传统出版向数字出版方向的转型也是时代发展的必然趋势。以前,大学出版社的宗旨是搞好学术出版,然而近些年随着网络技术的迅猛发展,大学出版社不得不重新为自己定位,大学出版社的发展现状是什么?从传统出版到数字出版演变过程是怎样?目前大学出版社的数字化转型程度又是怎样?大学出版社在转型过程中遇到了什么困境?怎样实现大学出版社的数字化转型?搞清楚这些问题,追赶上数字出版的大潮,顺利实现转型,是大学出版社面临的一个重大课题。截至到目前,我国有108家大学出版社,从大学出版社的出版性质来看,大学出版社依托母体大学,性质包括理工类、文科类、综合类等。我国大学出版社也经历了初期发展、快速发展、转企改制的发展阶段,转制后的大学出版社能够利用自身的优势,不惧与其他出版社的市场竞争,在图书出版社规模,品种和再版重印上能够赶超全国平均水平,大学出版社的社会影响力也在逐渐扩大。与此同时,以数字传播为核心的高新技术正在对传统的出版业产生深刻而广泛的影响,网络出版模式的崛起给出版领域带来了革命性变化,一方面给传统出版业带来了巨大冲击,另一方面也使出版业获得了新的发展机遇,大学出版社隶属于高等院校,其发展也得到了高校的大力支持,大学出版社可以依托专业的学术资源、教材市场资源和学校科研技术资源,这为大学出版社数字化转型提供了可能性。在数字化转型中又会面临一些问题,例如：传统的出版单位参与热情不高、行业缺乏统一的技术标准、产业链尚不完善、版权机制不健全和数字化人才缺乏等问题。面对这一些列问题,大学出版社寻求了应对策略,完善自身的数字化发展。本文采用文献分析法、个案研究法、访谈法、模型分析法等研究方法,从媒介融合的发展及其对出版业带来的影响,媒介融合时代大学出版社数字化转型的优势和劣势,以及以清华大学出版社为例提出的大学出版社转型的具体策略这四个方面对媒介融合时代我国大学出版社数字化转型策略进行研究,提出高校出版社发展的媒体融合之路,即内容制作的融合、媒体传播的融合、营销渠道的融合、资本运作的融合。
[Abstract]:In the era of media convergence, the digital transformation of university publishing houses in China is a new and popular topic, and the transition from traditional publishing to digital publishing is an inevitable trend of the development of the times. In the past, the tenet of University Press was to do well in academic publishing. However, with the rapid development of network technology in recent years, the University Press had to reposition itself. What is the current situation of the development of University Press? What is the evolution from traditional publishing to digital publishing? What is the degree of digital transformation of university publishing houses? What difficulties did University Press encounter in the process of Transformation? How to realize the Digital Transformation of University Press? To find out these problems, to catch up with the tide of digital publishing and to realize the transformation smoothly is an important task facing university press. Up to now, there are 108 university publishing houses in our country. Judging from the publishing nature of university publishing houses, university publishing houses rely on parent universities, which include science and technology, liberal arts, synthesis and so on. The university publishing houses of our country have also experienced the initial development, the rapid development and the transformation of enterprises. After the transformation, the university publishing houses can take advantage of their own advantages and do not fear to compete with other publishing houses in the market. Variety and reprint can catch up with the national average, and the social influence of university publishing houses is gradually expanding. At the same time, the high and new technology with digital communication as the core is exerting a profound and extensive influence on the traditional publishing industry. The rise of the network publishing mode has brought revolutionary changes to the publishing field. On the one hand, it has brought great impact to the traditional publishing industry, on the other hand, it has also made the publishing industry obtain new opportunities for development. University Press is subordinate to colleges and universities, and its development has been greatly supported by colleges and universities. University Press can rely on professional academic resources, textbook market resources and school scientific research technology resources, which provides the possibility for digital transformation of University Press. In the process of digitization transformation, some problems will be faced, such as the lack of enthusiasm for participation of traditional publishing units, the lack of uniform technical standards in the industry, the imperfect industrial chain, the imperfect copyright mechanism and the lack of digital talents. In the face of these problems, University Press seeks to improve its own digital development. This paper adopts the methods of literature analysis, case study, interview, model analysis and so on, from the development of media convergence and its impact on the publishing industry, the advantages and disadvantages of digital transformation of university press in the era of media convergence. And taking Tsinghua University Press as an example, the paper studies the strategies of digital transformation of university publishing houses in the era of media convergence, and puts forward the road of media integration for the development of university publishing houses. That is, the integration of content production, media communication, marketing channels and capital operation.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G230.7

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