手机出版产业模式研究
发布时间：2019-05-27 18:52
【摘要】：随着移动互联网时代的快速发展，越来越多的人逐渐放弃传统图书，，转而通过手机进行读书、看报、浏览即时信息等阅读行为。拿着手机阅读不仅代表着一种新时尚，更代表着人们利用“碎片化”时间读书看报的习惯已逐渐养成，它随时随地、图文并茂、有声有色的优势让手机出版产业打开一片巨大的蓝海。 目前手机出版虽处于起步阶段，但它的出现不仅丰富了出版的模式，也为人们的阅读和消费方式提供了更多的选择。手机出版是一种以手机作为主要阅读工具，以通信运营商或互联网为媒介，将文字、图片、视频等信息经过软件处理、数据交换，在客户端(手机)或互联网服务器（软件终端）存储，然后进行浏览、学习、使用的新型出版方式。手机出版的优势在于它集交互功能、多媒体功能、跨时空传播、信息检索功能及娱乐功能为一身，使出版实现了个性化、立体化、即时性和广泛性服务。因此，手机出版在很大程度上拓宽了出版的范围和边界，使出版文化形态呈现出高度自由、开放的局面。 本研究对手机出版的界定是，具有合法出版资格的出版机构或者拥有合法地位的手机内容供应商或其他商业实体，以手机为载体，以移动通讯网络为流通渠道，出版销售数字出版物的行为。 本文在对手机出版及其产业模式现状进行分析综述的基础上，沿着产业平台的两条主线——电信运营商参与平台和APP应用（应用商城）平台，提出创新性的相关手机出版产业模式：手机出版“一站式”产业模式和基于APP应用的“云端”营销模式。 手机出版“一站式”产业模式主要依托电信运营商，探索以“内容+平台+终端+互动”的产业模式，从内容、渠道合作、终端等角度进行开拓，从数字出版商、运营商与渠道合作模式和手机出版运营商自有渠道的盈利模式两个维度开展分析；APP应用的“云端”营销模式即建立统一的、在线数字出版综合服务云出版平台，使分散的、碎片化的出版资源整合成整块的“云”，出版商和渠道商都可以通过“云平台”获取和应用资源，将手机出版产业与云计算应用紧密联系，并探索与物联网应用、手机支付等的手机全功能化应用有机结合，结合对目前中国移动公司手机阅读经营模式分析，对手机出版模式的研究提出战略性建议，并对今后可能遇到的问题进行了警示和相关探讨，总结出一套较为完善的“手机出版”产业模式理论，以期为中国手机出版产业多元化、健康化、快速化发展做出积极贡献。
[Abstract]:With the rapid development of the mobile Internet era, more and more people gradually give up traditional books and read books, read newspapers, browse instant messages and other reading behaviors through mobile phones. Reading with a mobile phone not only represents a new fashion, but also means that people have gradually formed the habit of using "fragmented" time to read and read newspapers, which is full of pictures and texts anytime, anywhere. Colorful advantages let the mobile publishing industry open a huge blue sea. At present, mobile phone publishing is in its infancy, but its appearance not only enriches the publishing mode, but also provides more choices for people's reading and consumption patterns. Mobile phone publishing is a kind of mobile phone as the main reading tool, using communication operators or the Internet as the medium, text, pictures, videos and other information through software processing, data exchange. Store on the client (mobile phone) or Internet server (software terminal), and then browse, learn, and use a new publishing method. The advantage of mobile phone publishing is that it integrates interactive function, multimedia function, cross-space communication, information retrieval function and entertainment function, which makes publishing realize personalized, three-dimensional, immediate and extensive services. Therefore, mobile publishing broadens the scope and boundary of publishing to a great extent, and makes the publishing culture form show a high degree of freedom and openness. The definition of mobile phone publishing in this study is that the publishing organization with legal publishing qualification or the mobile phone content supplier or other commercial entity with legal status takes the mobile phone as the carrier and the mobile communication network as the circulation channel. The act of publishing and selling digital publications. On the basis of analyzing and summarizing the present situation of mobile phone publishing and its industrial model, this paper follows the two main lines of the industrial platform, the telecom operator participation platform and the APP application (application mall) platform. This paper puts forward the innovative mode of mobile phone publishing industry: the "one-stop" industrial model of mobile phone publishing and the "cloud" marketing model based on APP application. The "one-stop" industrial model of mobile phone publishing mainly relies on telecom operators to explore the industrial model of "content platform terminal interaction", from the perspective of content, channel cooperation, terminal and so on, from the perspective of digital publishers. The cooperation mode between operators and channels and the profit model of mobile publishing operators' own channels are analyzed. The "cloud" marketing model of APP application is to establish a unified, online digital publishing integrated service cloud publishing platform, so that decentralized and fragmented publishing resources can be integrated into a whole "cloud". Publishers and channel operators can access and apply resources through the "cloud platform", link the mobile publishing industry closely with cloud computing applications, and explore the organic combination of mobile phone fully functional applications such as Internet of things applications, mobile phone payments, and so on. Combined with the analysis of the current mobile phone reading business model of China Mobile Company, this paper puts forward some strategic suggestions on the research of mobile phone publishing mode, and makes a warning and related discussion on the problems that may be encountered in the future. This paper summarizes a set of perfect theory of "mobile phone publishing" industry model, in order to make positive contributions to the diversified, healthy and rapid development of China's mobile phone publishing industry.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G237.6-F
本文编号：2486397
[Abstract]:With the rapid development of the mobile Internet era, more and more people gradually give up traditional books and read books, read newspapers, browse instant messages and other reading behaviors through mobile phones. Reading with a mobile phone not only represents a new fashion, but also means that people have gradually formed the habit of using "fragmented" time to read and read newspapers, which is full of pictures and texts anytime, anywhere. Colorful advantages let the mobile publishing industry open a huge blue sea. At present, mobile phone publishing is in its infancy, but its appearance not only enriches the publishing mode, but also provides more choices for people's reading and consumption patterns. Mobile phone publishing is a kind of mobile phone as the main reading tool, using communication operators or the Internet as the medium, text, pictures, videos and other information through software processing, data exchange. Store on the client (mobile phone) or Internet server (software terminal), and then browse, learn, and use a new publishing method. The advantage of mobile phone publishing is that it integrates interactive function, multimedia function, cross-space communication, information retrieval function and entertainment function, which makes publishing realize personalized, three-dimensional, immediate and extensive services. Therefore, mobile publishing broadens the scope and boundary of publishing to a great extent, and makes the publishing culture form show a high degree of freedom and openness. The definition of mobile phone publishing in this study is that the publishing organization with legal publishing qualification or the mobile phone content supplier or other commercial entity with legal status takes the mobile phone as the carrier and the mobile communication network as the circulation channel. The act of publishing and selling digital publications. On the basis of analyzing and summarizing the present situation of mobile phone publishing and its industrial model, this paper follows the two main lines of the industrial platform, the telecom operator participation platform and the APP application (application mall) platform. This paper puts forward the innovative mode of mobile phone publishing industry: the "one-stop" industrial model of mobile phone publishing and the "cloud" marketing model based on APP application. The "one-stop" industrial model of mobile phone publishing mainly relies on telecom operators to explore the industrial model of "content platform terminal interaction", from the perspective of content, channel cooperation, terminal and so on, from the perspective of digital publishers. The cooperation mode between operators and channels and the profit model of mobile publishing operators' own channels are analyzed. The "cloud" marketing model of APP application is to establish a unified, online digital publishing integrated service cloud publishing platform, so that decentralized and fragmented publishing resources can be integrated into a whole "cloud". Publishers and channel operators can access and apply resources through the "cloud platform", link the mobile publishing industry closely with cloud computing applications, and explore the organic combination of mobile phone fully functional applications such as Internet of things applications, mobile phone payments, and so on. Combined with the analysis of the current mobile phone reading business model of China Mobile Company, this paper puts forward some strategic suggestions on the research of mobile phone publishing mode, and makes a warning and related discussion on the problems that may be encountered in the future. This paper summarizes a set of perfect theory of "mobile phone publishing" industry model, in order to make positive contributions to the diversified, healthy and rapid development of China's mobile phone publishing industry.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G237.6-F
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本文编号：2486397
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