中原大地传媒数字化转型研究

发布时间：2018-11-13 12:32

【摘要】：随着互联网的深入发展和数字技术的进步,传统出版社面临着前所未有的机遇和挑战,数字出版大潮来势迅猛,纸质书刊增长乏力,只有进行数字化转型,才能更好地把握发展机会。但是仅仅依靠出版社自身的力量,难以建立起数字出版的产品线,在发展规模和综合力量上有先天的劣势,但是出版集团在资本和规模上占有得天独厚的优势,在数字出版转型中能够起到事半功倍的作用。笔者在本文中研究的是位于第二方阵的省属出版集团:中原出版传媒集团(下文中简称中原传媒)旗下的上市公司一中原大地传媒股份有限公司(下文中简称中原大地传媒)。通过对隶属于第二方阵的出版集团的数字化转型状况进行梳理和分析,有助于对中型出版集团的数字化发展规律形成全面的认识,总结中原传媒在数字化转型中存在的问题,以找到一条切实可行的发展路径,对全国第二方阵的出版集团都能产生一定的启发作用。第一章是绪论部分,笔者介绍了研究背景、研究内容、研究方法和创新点,国民阅读方式的转变已经是大势所趋,数字出版是未来的方向。笔者的研究对象是中原大地传媒为数字化转型的实践,绪论部分对发展现状和背景进行了详细地介绍。第二章,笔者详细解读了中原大地传媒数字化转型现状。在第二章中,分析了中原大地传媒的经营报表,总结出在数字出版方面的资金投入与产出关系,对中原大地传媒的发展策略、数字转型现状、项目构建和重点出版社的转型实践进行阐述。第三章,笔者从宏观和微观两个层次对中原大地传媒在数字化转型中存在的问题进行了分析,用SWOT分析法对中原大地传媒的内在条件和发展环境进行了第四章分析,总结出中原大地传媒的问题主要表现为内容资源欠缺、特色不鲜明、资金投入有限、战略规划不足、数字出版专业人才亟需引进、盈利模式不成熟等。第五章,提出了解决中原大地传媒在数字化转型中所存在问题的对策,主要包括大力开展版权贸易与合作、内容建设特色化战略、引进数字出版专业人才、充分利用网站和社交平台等。从中原大地传媒自身条件和外部环境的角度出发,提出有针对性、特色化的发展对策,以推动数字化转型的早日完成。笔者在本文中以中原大地传媒的数字化转型为研究对象,通过访谈法、文献调查法、个案分析法、SWOT分析法等对中原大地传媒的数字化转型实践和问题进行了总结和归纳,提出有针对性的发展策略,以期对出版集团的数字化转型提供有益的发展思路。毋庸置疑,中原大地传媒在数字出版方面已经取得可喜的进步,而在发展中存在的问题则需要通过自我优化和外部升级来解决,推动数字化转型更快更好地完成。
[Abstract]:With the further development of the Internet and the progress of digital technology, traditional publishing houses are facing unprecedented opportunities and challenges. In order to better grasp the development opportunities. However, relying on the strength of the publishing house itself, it is difficult to establish the product line of digital publishing, which has innate disadvantages in the development scale and comprehensive strength, but the publishing group has unique advantages in capital and scale. In the digital publishing transformation can play a multiplier effect with half the effort. In this paper, the author studies the provincial publishing group located in the second square matrix: the listed company of Zhongyuan Publishing Media Group (hereinafter referred to as Zhongyuan Media)-Zhongyuan Geodetic Media Co., Ltd (hereinafter referred to as Zhongyuan Geodetic Media). Through combing and analyzing the digital transformation of the publishing group belonging to the second square array, it is helpful to form a comprehensive understanding of the digital development law of the medium-sized publishing group, and to summarize the problems existing in the digital transformation of the Central Plains Media. In order to find a feasible way of development, the second square of the national publishing group can produce some inspiration. The first chapter is the introduction, the author introduces the research background, research content, research methods and innovation, the change of national reading style has been the trend of the times, digital publishing is the future direction. The author's research object is the practice of digital transformation of the geodetic media in the Central Plains. The introduction introduces the present situation and background of the development in detail. In the second chapter, the author interprets the status quo of digital transformation of geodetic media in Central Plains in detail. In the second chapter, the paper analyzes the management reports of Central Plains Geodetic Media, summarizes the relationship between capital input and output in digital publishing, the development strategy of Central Plains Geodetic Media, and the status quo of digital transformation. The project construction and the transformation practice of key publishing house are expounded. In the third chapter, the author analyzes the problems existing in the digital transformation of the Central Plains Geodetic Media from the macro and micro levels, and analyzes the internal conditions and the development environment of the Central Plains Geodetic Media by using the SWOT analysis method. It is concluded that the main problems of the geodetic media in the Central Plains are the lack of content resources, the lack of distinctive features, the limited investment of funds, the shortage of strategic planning, the urgent need for the introduction of digital publishing professionals, and the immaturity of the profit model and so on. In the fifth chapter, the author puts forward the countermeasures to solve the problems existing in the digital transformation of the Central Plains Geodetic Media, mainly including vigorously carrying out copyright trade and cooperation, the strategy of content construction characteristic, and the introduction of digital publishing professionals. Make full use of websites and social platforms. From the point of view of the conditions and external environment of the geodetic media in the Central Plains, this paper puts forward the development countermeasures with pertinence and characteristics in order to promote the early completion of the digital transformation. In this paper, the author takes the digital transformation of the geodetic media in the Central Plains as the research object, summarizes and summarizes the practice and problems of the digital transformation of the geodetic media in the Central Plains through the methods of interview, literature investigation, case analysis, SWOT analysis, etc. This paper puts forward some development strategies in order to provide beneficial ideas for the digitization transformation of publishing group. There is no doubt that the Zhongyuan geodetic media has made gratifying progress in digital publishing, while the problems existing in the development need to be solved through self-optimization and external upgrading to promote the digital transformation to be completed faster and better.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7

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