全民阅读背景下民间阅读组织运营模式问题研究

发布时间：2018-01-17 18:12

本文关键词：全民阅读背景下民间阅读组织运营模式问题研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：阅读是人类获取知识、增长智慧的重要渠道,是一个国家、一个民族精神发育、文明传承的重要途径。党的十八大以来,以习近平同志为核心的党中央高度重视全民阅读。2012年11月,中国共产党第十八次全国代表大会报告提出“开展全民阅读活动”。2014年以来,“倡导全民阅读”连续三年写入国务院政府工作报告。2015年政府工作报告中的更是提出“倡导全民阅读,建设书香社会”,《中华人民共和国国民经济和社会发展第十三个五年规划纲要》要求“推动全民阅读”,并将全民阅读工程列为“十三五”时期文化重大工程之一,将全民阅读提升到国家战略高度。近年来,随着全民阅读活动的普及与展开,全国各地的民间阅读组织蓬勃发展,尤以北京、深圳、长沙等地发展繁荣,并逐渐形成多种各具特色的民间阅读组织,为推广阅读,构建书香社会助力。《全民阅读“十三五”时期发展规划》已于2016年12月27日发布,这是我国制定的首个国家级“全民阅读”规划。规划指出,“十三五”期间将汇聚各类相关和个人组建各级全民阅读促进协会,开展全民阅读推广工作;到2020年,全国所有省区市都应成立全民阅读促进协会,50%的地级市应成立全民阅读促进协会。鼓励全民阅读设施管理单位及阅读推广人等进行定期阅读指导和服务。从国家政策层面,为全民阅读提供了强有力的支持和保障,也为民间阅读组织的发展带来了前所未有的机遇。本文通过文献研究法、调查分析法、访谈相关民间读书会负责人等方法,对全民阅读背景下近年来我国大陆地区民间阅读组织的发展现状进行分析,以按承办主体、受众群体、承办平台分三个角度分类进行梳理;通过举例论证对现存的公益性和盈利性民间阅读组织运营模式进行归纳总结,总结出目前的民间阅读组织的运营模式具有线上线下双平台、会员制、社区阅读以及交互性等特点。发现盈利性民间阅读组织存在商业化浓重、品牌效应难、服务方式单一,受众范围有限等运营问题。提出防止过度商业化、组织品牌的运营推广、创新阅读体验等运营策略;发现公益性民间阅读组织存在资金、人员、固定场地的缺乏,组织松散,读者群不稳定等问题。针对性地提出加强政府扶持引导、严格管理机制、注重个性化需求、创新运营模式并多元发展等建议,为今后民间阅读组织的可持续发展提供一些借鉴和思考。
[Abstract]:Reading is an important channel for human beings to acquire knowledge and increase wisdom. It is an important way for a country, a nation to develop its spirit and inherit civilization. Since the 18 National Congress of the Communist Party of China (CPC). The CPC Central Committee, with Comrade Xi Jinping as the core, attaches great importance to the reading of the whole people. In November 2012, the report of the 18th National Congress of the Communist Party of China proposed "carrying out reading activities for the whole people." since 2014. "advocating universal reading" is written into the government work report of the State Council for three consecutive years. In 2015, the government work report put forward "advocating the whole people to read and build a book-fragrant society". The outline of the 13th Five-Year Plan for National Economic and Social Development of the people's Republic of China calls for "promoting universal reading" and lists it as one of the major cultural projects in the 13th Five-Year Plan period. In recent years, with the popularization and development of national reading activities, non-governmental reading organizations in various parts of the country flourish, especially in Beijing, Shenzhen, Changsha and other places. And gradually formed a variety of folk reading organizations with different characteristics, in order to promote reading, to build a book-fragrant society. "the Thirteenth Five-Year Plan for all Reading" has been published in December 27th 2016. This is the first national "national reading" plan formulated by our country. The plan points out that during the 13th Five-Year Plan, all kinds of relevant people and individuals will form national reading promotion associations at all levels to carry out the work of popularizing reading for the whole people; By 2020, all provinces, autonomous regions and municipalities in the country should set up a national reading promotion association. 50% of prefecture-level cities should set up national reading promotion association to encourage the national reading facilities management units and reading promoters to conduct regular reading guidance and services from the national policy level. It provides strong support and guarantee for the reading of the whole people, but also brings unprecedented opportunities for the development of non-governmental reading organizations. This paper through the method of literature research, investigation and analysis. Interview the relevant folk book club leaders and other methods to analyze the development status of the civil reading organizations in mainland China in recent years in the context of national reading in order to undertake the main body audience groups. The contractor platform is sorted out from three angles. Through illustrating the existing public welfare and profit-making non-governmental reading organization business model summarized that the current non-governmental reading organization operation model has online and offline dual platform membership system. Community reading and interactive characteristics. Found that profit-making folk reading organizations have the problems of commercialization, brand effect is difficult, service mode is single, audience range is limited, and so on. Put forward to prevent excessive commercialization. Organizational brand operation promotion, innovative reading experience and other operational strategies; Found that public welfare folk reading organizations exist in the lack of funds, personnel, fixed venues, loose organization, readership instability and other issues. Targeted to strengthen government support and guidance, strict management mechanism. Some suggestions, such as focusing on individualized demand, innovating operation mode and multi-development, can provide some references and thoughts for the sustainable development of folk reading organizations in the future.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G252.1

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