豆瓣阅读自出版平台研究
发布时间：2018-08-11 11:56
【摘要】：伴随着数字出版技术的不断发展,数字阅读市场规模逐渐扩大,随之应运而生的网络自出版模式发展迅猛。自出版模式大大降低了出版行业的门槛,使作者拥有更为广阔的出版空间。相对而言,国内的自出版平台仍处于起步阶段,对自出版模式的研究多基于国外已经成熟的自出版平台。成立于2011年的豆瓣阅读自出版平台,在其发展的过程当中,是少数没有模仿国外成熟的商业模式,通过自身独特的产品定位,发展成为国内具有代表性的自出版平台。豆瓣阅读自出版脱胎于豆瓣网读书频道,成立于2005年的豆瓣网是国内知名的文化社区平台,经过12年的运营发展,已经发展成为国内第二大的社交类网站。庞大的用户覆盖率也为豆瓣阅读自出版平台的发展奠定了受众基础,在豆瓣阅读自出版平台发展初期,依托于豆瓣网实现了用户的快速聚集,这对豆瓣阅读的推广和宣传起到了巨大的推动作用。豆瓣阅读自出版平台和其他自出版平台最大的区别在于其保留了内容审核环节。原创作品的质量直接决定了其平台用户的使用率和忠诚度,虽然相较传统出版机构,豆瓣阅读自出版平台的审核机制已经简洁不少,但是对内容质量的要求却是平台追求的核心理念。同时作为较早涉足自出版模式的数字阅读平台,豆瓣阅读在其探索发展模式的进程中同样面临着许多困境,能否成功解决发展过程中所遇到的问题,是其能否保持良性发展的重中之重。本文通过对豆瓣阅读自出版平台的发展流程、运营模式、产品定位、内容建设、营销推广状况进行深入调查研究,全面分析得出豆瓣阅读的优势体现在:优质内容促进平台的良心循环;豆瓣网长期积累的庞大用户群;抓住了移动互联网技术带来的新机遇;平台自身良好的互动机制。同时对于豆瓣阅读自出版平台面临的数字出版监管的缺失、盈利模式尚不明晰、过于小众化的产品定位、单一的推广渠道的困境,对豆瓣阅读提出可行性的发展策略。本文希望通过对豆瓣阅读自出版平台发展过程中优劣势的全面解析,并从国内的出版环境、盈利模式、内容建设和推广手段等问题提出未来发展的策略,期望能够成为国内对自出版平台的探索研究的可行性范本。
[Abstract]:With the development of digital publishing technology, the scale of digital reading market is expanding gradually, and the self-publishing mode of network emerges as the times require. The self-publishing model has greatly reduced the threshold of the publishing industry and made the author have a wider publishing space. Comparatively speaking, the domestic self-publishing platform is still in its infancy, and the research on self-publishing mode is based on the mature self-publishing platform abroad. Established in 2011, Douban Reading Self-publishing platform, in the process of its development, is a small number of foreign mature business model, through its unique product positioning, developed into a representative domestic self-publishing platform. Doubanread, which was founded in 2005, is a well-known cultural community platform in China. After 12 years of operation and development, it has become the second largest social network in China. The huge user coverage rate also laid the audience foundation for the development of the Douban Reading Self-publishing platform. In the early stage of the development of the Douban Reading Self-Publishing platform, the rapid aggregation of users was realized based on the Douban Web. This has played a huge role in promoting and promoting the reading of Douban. Douban read self-publishing platform and other self-publishing platform the biggest difference is that it retains the content audit. The quality of original works directly determines the utilization rate and loyalty of the users of the platform, although compared with the traditional publishing institutions, the audit mechanism of the Douban Reading Self-publishing platform has been much simpler. But the request to the content quality is the core idea which the platform pursues. At the same time, as a digital reading platform that set foot in the self-publishing model earlier, Douban Reading also faces many difficulties in the process of exploring its development model. Can it successfully solve the problems encountered in the process of development? It is its ability to maintain a benign development of the top priority. In this paper, the development process, operation mode, product orientation, content construction, marketing and promotion of the self-publishing platform are investigated and studied. Comprehensive analysis shows that the advantages of Douban reading are: high quality content to promote the conscience cycle of the platform, a large number of users accumulated over a long period of time, seize the new opportunities brought by mobile Internet technology, and good interactive mechanism of the platform itself. At the same time, for the lack of digital publishing supervision, the profit model is not clear, the product positioning is too small, the plight of a single promotion channel, put forward a feasible development strategy. This paper hopes to analyze the advantages and disadvantages of the self-publishing platform, and put forward the strategies of future development from the aspects of domestic publishing environment, profit model, content construction and promotion means, etc. It is expected to be a feasible model for exploring and studying self-publishing platform in China.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
本文编号：2176928
[Abstract]:With the development of digital publishing technology, the scale of digital reading market is expanding gradually, and the self-publishing mode of network emerges as the times require. The self-publishing model has greatly reduced the threshold of the publishing industry and made the author have a wider publishing space. Comparatively speaking, the domestic self-publishing platform is still in its infancy, and the research on self-publishing mode is based on the mature self-publishing platform abroad. Established in 2011, Douban Reading Self-publishing platform, in the process of its development, is a small number of foreign mature business model, through its unique product positioning, developed into a representative domestic self-publishing platform. Doubanread, which was founded in 2005, is a well-known cultural community platform in China. After 12 years of operation and development, it has become the second largest social network in China. The huge user coverage rate also laid the audience foundation for the development of the Douban Reading Self-publishing platform. In the early stage of the development of the Douban Reading Self-Publishing platform, the rapid aggregation of users was realized based on the Douban Web. This has played a huge role in promoting and promoting the reading of Douban. Douban read self-publishing platform and other self-publishing platform the biggest difference is that it retains the content audit. The quality of original works directly determines the utilization rate and loyalty of the users of the platform, although compared with the traditional publishing institutions, the audit mechanism of the Douban Reading Self-publishing platform has been much simpler. But the request to the content quality is the core idea which the platform pursues. At the same time, as a digital reading platform that set foot in the self-publishing model earlier, Douban Reading also faces many difficulties in the process of exploring its development model. Can it successfully solve the problems encountered in the process of development? It is its ability to maintain a benign development of the top priority. In this paper, the development process, operation mode, product orientation, content construction, marketing and promotion of the self-publishing platform are investigated and studied. Comprehensive analysis shows that the advantages of Douban reading are: high quality content to promote the conscience cycle of the platform, a large number of users accumulated over a long period of time, seize the new opportunities brought by mobile Internet technology, and good interactive mechanism of the platform itself. At the same time, for the lack of digital publishing supervision, the profit model is not clear, the product positioning is too small, the plight of a single promotion channel, put forward a feasible development strategy. This paper hopes to analyze the advantages and disadvantages of the self-publishing platform, and put forward the strategies of future development from the aspects of domestic publishing environment, profit model, content construction and promotion means, etc. It is expected to be a feasible model for exploring and studying self-publishing platform in China.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
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