我国网络出版的偏失与应对思路
发布时间：2018-10-20 16:58
【摘要】：2016年2月4日,国家新闻出版广电总局、工业和信息化部公布了《网络出版服务管理规定》,进一步明确了“网络出版服务”的概念,并对规范网络出版服务提出了一系列新的要求,受到了业界和学界的高度关注。随着数字化信息技术和社会化媒介工具的迅猛发展,我国网民规模逐年扩大,互联网普及率越来越高,而依托数字化技术的网络出版存在着广阔的市场空间和巨大的商业价值。腾讯、阿里巴巴、百度等大型互联网企业先后成立了自己的网络出版集团,利用自身资源优势,整合网络图书、网络音频、网络影视、网络游戏等业务开发,将网络出版全面纳入商业战略体系。与此同时,全球化媒体融合趋势下,我国传统出版行业与网络出版行业融合发展的步伐正在加快。网络出版的蓬勃发展带来了日趋激烈的市场竞争,也引发了一系列产业弊病。在缺乏严格审查、有效监管的情况下,网络出版物普遍呈现数量上增长迅猛,质量上良莠不齐的局面。同时版权保护问题以及过度娱乐化的出版业态,也影响着网络出版业的健康发展。因此,本文围绕我国网络出版新规展开研究,通过解读和归纳网络出版的概念,总结网络出版在传播学视阈下的特点和优势,并从网络出版的内容生产方式、传播模式和营销策略三方面进行分析,研究网络出版的运作机制,探讨当前网络出版存在的问题,进而提出优化网络出版的思路。
[Abstract]:On February 4, 2016, the State Administration of Press, publication, Radio, Film and Television and the Ministry of Industry and Information Technology promulgated the regulations on the Administration of Network Publishing Services, which further clarified the concept of "Network Publishing Service." A series of new requirements are put forward to standardize the web publishing service, which is highly concerned by the industry and academic circles. With the rapid development of digital information technology and social media tools, the scale of Internet users in our country is expanding year by year, and the popularization rate of Internet is becoming higher and higher. However, there is a broad market space and huge commercial value for Internet publishing based on digital technology. Tencent, Alibaba, Baidu and other large Internet enterprises have successively set up their own online publishing groups, using their own resource advantages to integrate online books, network audio, online film, television, online games, and other business development. Network publishing will be fully integrated into the business strategy system. At the same time, with the trend of global media integration, the development of traditional publishing industry and network publishing industry in China is accelerating. The vigorous development of network publishing brings fierce market competition and a series of industry maladies. In the absence of strict censorship and effective supervision, online publications generally show rapid growth in quantity and uneven quality. At the same time, the problem of copyright protection and excessive entertainment of publishing format also affect the healthy development of the network publishing industry. Therefore, this paper focuses on the new regulations of China's network publishing, through the interpretation and induction of the concept of network publishing, summed up the characteristics and advantages of network publishing in the perspective of communication, and from the content production mode of network publishing. This paper analyzes three aspects of communication mode and marketing strategy, studies the operation mechanism of network publishing, probes into the problems existing in the current network publishing, and then puts forward the train of thought to optimize the network publishing.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
[Abstract]:On February 4, 2016, the State Administration of Press, publication, Radio, Film and Television and the Ministry of Industry and Information Technology promulgated the regulations on the Administration of Network Publishing Services, which further clarified the concept of "Network Publishing Service." A series of new requirements are put forward to standardize the web publishing service, which is highly concerned by the industry and academic circles. With the rapid development of digital information technology and social media tools, the scale of Internet users in our country is expanding year by year, and the popularization rate of Internet is becoming higher and higher. However, there is a broad market space and huge commercial value for Internet publishing based on digital technology. Tencent, Alibaba, Baidu and other large Internet enterprises have successively set up their own online publishing groups, using their own resource advantages to integrate online books, network audio, online film, television, online games, and other business development. Network publishing will be fully integrated into the business strategy system. At the same time, with the trend of global media integration, the development of traditional publishing industry and network publishing industry in China is accelerating. The vigorous development of network publishing brings fierce market competition and a series of industry maladies. In the absence of strict censorship and effective supervision, online publications generally show rapid growth in quantity and uneven quality. At the same time, the problem of copyright protection and excessive entertainment of publishing format also affect the healthy development of the network publishing industry. Therefore, this paper focuses on the new regulations of China's network publishing, through the interpretation and induction of the concept of network publishing, summed up the characteristics and advantages of network publishing in the perspective of communication, and from the content production mode of network publishing. This paper analyzes three aspects of communication mode and marketing strategy, studies the operation mechanism of network publishing, probes into the problems existing in the current network publishing, and then puts forward the train of thought to optimize the network publishing.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7
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