我国科普期刊出版商业模式创新

发布时间：2019-01-18 21:14

【摘要】：科普类期刊是一种普通大众常见到的期刊出版物。一本出色的科普期刊,可以拥有非常高的发行量,不仅起到普及科学知识的作用,而且在经营上也能获得丰厚的利润。目前我国的科普期刊大概有500——600种之多,并且还有不断壮大之趋势,但是发行量和经济收益巨大的成功科普类期刊非常少见,大部分的科普期刊都在惨淡经营,艰苦度日。科普期刊以传播自然科技知识和高新科技知识为内容,具有高文化附加值,但是目前的经营状况却不如大众时尚类期刊那样火爆,这不得不说是一个讽刺。究其原因,是我国目前科普期刊的商业模式,也即经营模式已经不符合现在飞速发展的出版市场了。随着市场经济的全面发展,不但我国的金融经济产业向世界开放,文化产业如出版业也在以全新的速度与世界接轨。国外出版物向我国出版市场的渗透程度逐渐加大,在这种形式下,科普期刊只有认清出版市场的现状,从分析自身缺陷开始,针对自己高文化附加值的特点,将现有商业模式进行创新,才能在竞争激烈的出版市场上逐渐夺回失地。前人的研究大概分为三个方面：一是对整个出版企业商业模式的研究；二是数字出版商业模式研究；三是期刊的商业模式创新研究。本文在阅读大量相关文献的基础上,分析了我国科普期刊目前的状况和陷入经营困境的原因,以及种类、定位、经营状况等基本情况。随着时间发展和社会进步,21世纪的传媒业市场充满了变化、挑战与机遇,然而许多科普期刊却没能跟得上迅速变化的传媒市场,发行量一跌再跌。我国科普期刊现状亟待改变,从哪个方面进行创新和改变呢?笔者认为,从商业模式出发,改变经营之道,才是我国科普期刊在变革的新时代中开创新局面的根本之道。科普期刊的生存发展由于受到其内容的束缚性,所以并不能像大众时尚期刊等内容至上的期刊一样,单纯从内容方面进行完善和创新,而是要着重从商业模式入手针对实例的具体经营数据,总结分析了其一直采用的商业模式及其构成要素,利用经济学中迈克尔·波特“价值链”理论和“商业模式”理论,将我国科普期刊出版产业的价值链进行阐述和分析。提出了科普期刊商业模式创新的路径、标准、构成、检验等结论,为目前稍显低靡的科普期刊市场提供一点建议。
[Abstract]:The popular science periodical is a kind of periodical publication which is often seen by the general public. A good popular science journal, with a very high circulation, not only plays a role in popularizing scientific knowledge, but also makes a good profit in operation. At present, there are about 500-600 kinds of popular science periodicals in our country, and there is a growing trend. However, the successful popular science periodicals with huge circulation and economic benefits are very rare, and most of the popular science periodicals are hard to manage. Popular science periodicals, with the content of disseminating natural science and technology knowledge and high-tech knowledge, have high cultural added value, but the current management situation is not as popular fashion periodicals, which has to be said to be a satire. The reason is that the current business model of popular science periodicals in China, that is, the business model has not been in line with the rapid development of the publishing market. With the overall development of market economy, not only the financial and economic industries of our country are open to the world, but also the cultural industries, such as the publishing industry, are in line with the world at a new speed. The penetration of foreign publications into our country's publishing market is gradually increasing. In this form, popular science periodicals only have a clear understanding of the current situation of the publishing market and begin with the analysis of their own defects, aiming at their own characteristics of high cultural added value. Innovation of existing business models can gradually retake lost ground in the competitive publishing market. The previous studies are divided into three aspects: one is the study of the whole publishing enterprise business model, the other is the research of the digital publishing business model, and the third is the research on the business model innovation of periodicals. On the basis of reading a large number of related documents, this paper analyzes the current situation of popular science periodicals in China and the reasons for their difficulties in operation, as well as the basic conditions of their types, positioning and management. With the development of time and social progress, the media market in the 21st century is full of changes, challenges and opportunities. However, many popular science periodicals have failed to keep up with the rapidly changing media market. The current situation of popular science periodicals in China needs to be changed urgently. From which aspect are we going to innovate and change? The author thinks that it is the fundamental way for our country's popular science periodicals to create a new situation in the new era from the point of view of business model and changing the way of management. The survival and development of popular science periodicals are restricted by their contents, so they can not be perfected and innovated simply from the aspect of content, just like popular fashion periodicals. Instead, we should focus on the concrete management data from the business model, summarize and analyze the business model and its constituent elements, and utilize Michael Porter's theory of "value chain" and "business model" in economics. This paper expounds and analyzes the value chain of the publishing industry of popular science periodicals in China. This paper puts forward some conclusions about the innovation of the business model of popular science periodicals, such as the path, standard, constitution, test and so on, and provides some suggestions for the market of popular science periodicals.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G237.5

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