我国教育出版数字化转型策略研究

发布时间：2018-04-20 21:10

本文选题：媒介融合 + 教育出版　；参考：《郑州大学》2017年硕士论文

【摘要】：出版技术在人类文明发展和社会文化传播过程中一直占据着举足轻重的地位,它影响着人们的阅读习惯、生活形态、记载方法和思维方式,在不同时代背景之下,呈现出不同的时代特色。进入21世纪以来,互联网技术、数字技术、移动技术取得了突飞猛进的发展,不同存储介质间的媒介产品的边界逐渐消解,促使“媒介融合”,传统出版面临严峻的挑战,但也拥有着巨大的发展机遇。在信息化的浪潮中,加快自身数字化转型,打破传统出版的藩篱困局,积极探索数字化出版道路,成为全球出版产业必然面临的选择。一个国家教育事业的发展与教育出版休戚相关,教育出版直接为不同层次不同阶段的学习者和教育者提供出版服务,其产业经济更是占据了整个出版产业产值的半壁江山,因此出版产业要实现数字化转型,最应当身先士卒解决转型道路的就是教育出版。就目前形势来说,虽然我国有一些教育出版企业已经认识到了数字化浪潮的冲击,积极地应对教育出版的数字化转型,但是在现行的国家考试制度之下,仍然有很多教育出版社抱残守缺,依赖着传统纸质教材因循守旧,加上数字化转型过程中存在的诸多内部劣势与外部挑战,使得教育出版的转型之路困难重重。本文拟用文献分析、对比分析、案例分析和多学科综合分析等研究方法,运用企业发展、产业创新等管理学理论,麦克卢汉“媒介即人体的延伸”,使用与满足等传播学理论,以及SWOT战略分析法,对教育出版产业数字化转型中的优势和劣势,机会和威胁等因素加以综合评估,从企业战略管理的角度对我国教育出版的数字化转型进行了研究。本文第一部分介绍了研究的背景和目的,研究的内容与方法,研究的意义和创新点,对研究中应用到的概念和理论进行了界定,对国内外的相关研究进行了综述;第二部分对国内外教育出版数字化的几种基本模式进行了详细阐释,分析了我国教育出版数字化的现状和问题,结合相关案例以期对教育出版的数字化转型提供借鉴;第三部分对教育出版在数字化转型过程中企业内部的优势和劣势,企业外部的机遇和挑战进行了深度剖析;第四部分和第五部分笔者在第三部分综合资源分析的基础上,运用互联网思维对教育出版的数字化转型提供了具体有效的转型策略以及坚定稳固的保障措施,在企业定位、资本运作、内容制作、媒体传播、营销渠道和盈利模式等方面实现媒介融合,从国家政策、人才队伍、版权保护等方面实施保护举措,这对于帮助教育出版突破发展瓶颈以及后续的相关研究具有重要的价值和意义。
[Abstract]:Publishing technology has been playing an important role in the development of human civilization and the spread of social culture. It affects people's reading habits, life forms, recording methods and ways of thinking. It presents different characteristics of the times. Since the beginning of the 21st century, Internet technology, digital technology and mobile technology have made rapid progress, and the boundary of media products between different storage media has been gradually eliminated, thus promoting "media convergence", and traditional publishing is facing severe challenges. But there are huge opportunities for development. In the tide of information, it is an inevitable choice for the global publishing industry to speed up its own digital transformation, break the barrier of traditional publishing, and actively explore the road of digital publishing. The development of education in a country is closely related to educational publishing. Educational publishing directly provides publishing services to learners and educators at different levels and stages, and its industrial economy accounts for half of the total output value of the publishing industry. Therefore, the publishing industry in order to achieve digital transformation, the most important way to solve the transition is educational publishing. As far as the present situation is concerned, although some educational publishing enterprises in our country have realized the impact of the digital tide and actively responded to the digital transformation of educational publishing, under the current national examination system, There are still a lot of educational publishing houses, relying on the traditional paper textbooks, coupled with many internal weaknesses and external challenges in the process of digital transformation, making the transition of educational publishing difficult. This paper intends to use the methods of literature analysis, comparative analysis, case analysis and multi-disciplinary comprehensive analysis, using management theories such as enterprise development, industrial innovation, etc., MacLuhan's "Media is the extension of Human body", and the theory of communication, such as use and satisfaction, etc. And the SWOT strategic analysis method, this paper comprehensively evaluates the advantages and disadvantages, opportunities and threats in the digitization transformation of educational publishing industry, and studies the digitized transformation of educational publishing in China from the angle of enterprise strategic management. The first part of this paper introduces the background and purpose of the research, the contents and methods of the research, the significance and innovation of the research, defines the concepts and theories applied in the research, and summarizes the related studies at home and abroad. The second part of the domestic and foreign educational publication digitization several basic models have carried on the detailed explanation, has analyzed our country education publication digitization present situation and the question, unifies the correlation case to provide the reference to the education publication digitization transformation; The third part analyzes the advantages and disadvantages of educational publishing in the process of digitization transformation, the opportunities and challenges outside the enterprise, the fourth and fifth parts of the author on the basis of the third part of the comprehensive resource analysis. The use of Internet thinking to the digital transformation of education and publishing to provide specific and effective transformation strategy and firm and firm safeguards, in terms of corporate positioning, capital operation, content production, media dissemination, To achieve media integration in marketing channels and profit models, and to implement protection measures in terms of national policies, talent ranks, copyright protection, and so on. It is of great value and significance to help educational publishing break through the bottleneck of development and related research.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G230.7

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