基于产业链合作竞争的我国移动数字出版产业结构研究

发布时间：2018-06-17 05:44

本文选题：移动数字出版 + 产业链　；参考：《北京交通大学》2012年硕士论文

【摘要】：随着3G、4G技术的发展,无线网络日趋宽带化,移动终端朝智能化、网络化方向发展,终端应用向多媒体化方向发展。移动互联网的迅速发展,正在改变传统出版形态,所以这场技术变革使传统出版产业面临巨大挑战,即面临着向移动数字出版的升级转型。移动数字出版为今后出版产业的发展开辟了新方向,世界各国对此展开的研究方兴未艾。我国的移动数字出版产业正处于一个快速发展的阶段,也是一个初期阶段。在国外先进的出版模式能否照搬?是移动通信运营商来主导?还是由出版机构来主导?行业间不同的博弈结果将带来不同的市场战略决策。目前国内外对移动数字出版产业的研究尚处于起步阶段,本文的撰写填补了对移动数字出版产业结构分析的空白。本文创新的使用了博弈论基本理论的框架来研究分析我国移动数字出版产业链主要成员的决策博弈关系和博弈均衡,并结合文章前半部分综述的移动数字出版定义、特征、国内外发展状况,提出了我国移动数字出版产业链发展中存在的实际问题；并在对产业链构成和主流的运营模式等分析的基础上,合理的设置了假设条件并构建了博弈模型,通过求解博弈模型均衡解得出结论,提出提高我国移动数字出版产业国际竞争力的新方案。移动数字出版产业链各方应进行竞争合作,延伸和拓展数字出版产业链,以提升产业价值。在整个产业发展过程中分三步走,初期打造以移动运营商为主导,内容提供商配合的运营模式；中期打造移动运营商与内容提供商共同合作的运营模式；后期打造以第三方平台为基础,内容提供商独立运营模式。此方案为我国出版产业快速实现移动战略、产业结构升级提供了一条可探索的新的道路。
[Abstract]:With the development of 3G 4G technology, the wireless network is becoming more and more broadband, the mobile terminal is becoming intelligent and networked, and the terminal application is becoming multimedia. The rapid development of mobile Internet is changing the traditional publishing form, so the traditional publishing industry is facing a huge challenge, that is, the upgrading to mobile digital publishing. Mobile digital publishing has opened up a new direction for the development of publishing industry in the future, and the research on it is in the ascendant all over the world. China's mobile digital publishing industry is in a rapid development stage, is also an initial stage. Can the advanced publishing mode in foreign countries be copied? Mobile operators? Or is it the publisher? Different game results in different industries will lead to different market strategic decisions. At present, the research on mobile digital publishing industry at home and abroad is still in its infancy, and the writing of this paper fills the blank in the analysis of the structure of mobile digital publishing industry. This paper innovatively uses the framework of game theory to study and analyze the decision game relationship and game equilibrium of the main members of China's mobile digital publishing industry chain, and combines the definition and characteristics of mobile digital publishing summarized in the first half of the article. At home and abroad, this paper puts forward the practical problems in the development of China's mobile digital publishing industry chain, and on the basis of analyzing the composition of the industry chain and the main operating mode, it reasonably sets up the hypothetical conditions and constructs the game model. By solving the equilibrium solution of the game model, a new scheme to improve the international competitiveness of China's mobile digital publishing industry is proposed. All parties in the mobile digital publishing industry chain should compete and cooperate to extend and expand the digital publishing industry chain in order to enhance the industrial value. In the whole industry development process divided into three steps, the initial establishment of mobile operators as the leading, content providers to cooperate with the operation model, in the medium term to create mobile operators and content providers to cooperate with the operation model; Later to create a third-party platform as the basis, content providers independent operation model. This scheme provides a new way for China's publishing industry to quickly realize mobile strategy and upgrade its industrial structure.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G237.6

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