本文關(guān)鍵詞： 數(shù)字出版 商業(yè)模式 中南傳媒 知匯網(wǎng)　出處：《中南大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：“十二五”規(guī)劃建議中,文化產(chǎn)業(yè)發(fā)展目標(biāo)首次上升為“國民經(jīng)濟(jì)支柱性產(chǎn)業(yè)”,《文化產(chǎn)業(yè)振興規(guī)劃》也從產(chǎn)業(yè)升級(jí)高度反復(fù)強(qiáng)調(diào)大力發(fā)展數(shù)字內(nèi)容文化服務(wù)領(lǐng)域,隨著互聯(lián)網(wǎng)經(jīng)濟(jì)和移動(dòng)媒體的迅速擴(kuò)張,新媒體、數(shù)字內(nèi)容崛起,大眾文化消費(fèi)初現(xiàn)繁榮之勢,數(shù)字內(nèi)容產(chǎn)業(yè)規(guī)模初現(xiàn),“大文化”概念盛行。但目前我國的數(shù)字出版產(chǎn)業(yè)發(fā)展仍處于初級(jí)階段,產(chǎn)業(yè)鏈基本形成,卻各自為營,缺少深度合作；沒有統(tǒng)一的產(chǎn)業(yè)技術(shù)標(biāo)準(zhǔn)和版權(quán)保護(hù)機(jī)制；整體商業(yè)模式不清晰,盈利模型建立艱難,尚未在盈利模式與規(guī)模上實(shí)現(xiàn)突破。 平臺(tái)、內(nèi)容、定價(jià)、模式、政策五大因素主宰數(shù)字內(nèi)容崛起后的文化產(chǎn)業(yè)格局。面對文化大發(fā)展大繁榮帶來產(chǎn)業(yè)與消費(fèi)的雙重升級(jí)機(jī)遇,傳統(tǒng)出版集團(tuán)有望整合成為最具內(nèi)容優(yōu)勢的數(shù)字發(fā)行平臺(tái),實(shí)現(xiàn)文化消費(fèi)崛起與產(chǎn)業(yè)融合。 本文依據(jù)產(chǎn)業(yè)經(jīng)濟(jì)學(xué)和管理學(xué)經(jīng)典理論,從產(chǎn)業(yè)發(fā)展的現(xiàn)狀和問題出發(fā),結(jié)合中南出版?zhèn)髅郊瘓F(tuán)的實(shí)踐,在已有的出版商業(yè)模式基礎(chǔ)上,從價(jià)值定位、價(jià)值提供、價(jià)值網(wǎng)絡(luò)、價(jià)值獲取四個(gè)維度設(shè)計(jì)了“知匯網(wǎng)”數(shù)字出版平臺(tái)這樣一個(gè)以“用戶為王”為理念的全新數(shù)字出版模式,以內(nèi)容開發(fā)與整合、平臺(tái)研發(fā)與渠道提供為支撐,覆蓋知識(shí)產(chǎn)品的創(chuàng)作發(fā)布、采集匯聚、互動(dòng)出版、發(fā)行營銷、交流共享、應(yīng)用增值等需求全過程。 “知匯網(wǎng)”數(shù)字出版平臺(tái)探討了出版集團(tuán)、技術(shù)提供商、內(nèi)容提供商和第三方商業(yè)服務(wù)機(jī)構(gòu)共建共營的“多方共贏”模式,充分整合各方在內(nèi)容、技術(shù)、渠道、市場、品牌等方面的優(yōu)勢,有利于政府減少財(cái)政投入,提升數(shù)字化和知識(shí)惠民等公共服務(wù)形象；有利于出版集團(tuán)傳統(tǒng)產(chǎn)業(yè)升級(jí),突破地緣界限,虹吸資金,跨越式的做好做大做強(qiáng)；有利于內(nèi)容提供商和第三方服務(wù)機(jī)構(gòu)拓展?fàn)I銷渠道,擴(kuò)張服務(wù)受眾；有利于公眾擁有均等獲取知識(shí)的機(jī)會(huì),實(shí)現(xiàn)零門檻的公共服務(wù)；有利于用戶通過該平臺(tái)實(shí)現(xiàn)創(chuàng)作和交易,實(shí)現(xiàn)知識(shí)增值。
[Abstract]:In the proposal of the 12th Five-Year Plan, the development goal of cultural industry has been raised to "pillar industry of national economy" for the first time. The "Plan for the Revitalization of Cultural Industry" has also repeatedly emphasized the development of digital content and cultural services from the height of industrial upgrading. With the rapid expansion of the Internet economy and mobile media, new media and digital content have risen. The consumption of mass culture is booming, the scale of digital content industry is beginning to appear, and the concept of "big culture" is prevailing. But at present, the development of digital publishing industry in our country is still in the primary stage, the industrial chain is basically formed, but they are their respective camps. Lack of deep cooperation; There is no uniform industrial technical standard and copyright protection mechanism; The overall business model is not clear, the profit model is difficult to establish, has not yet achieved a breakthrough in profit model and scale. The platform, content, pricing, model, policy five factors dominate the digital content after the rise of cultural industry pattern. Facing the cultural development and prosperity, the opportunity of dual upgrading of industry and consumption. Traditional publishing groups are expected to integrate into the most content advantage of digital distribution platform to achieve the rise of cultural consumption and industrial integration. Based on the classical theories of industrial economics and management, this paper starts from the current situation and problems of industrial development, combines the practice of the Central South Publishing Media Group, and on the basis of the existing publishing business model, positioning from the value. The four dimensions of value provision, value network and value acquisition have designed a new digital publishing model based on the concept of "user as king", which is a new digital publishing model based on the concept of "user as king" to develop and integrate the content. The platform is supported by R & D and channels, covering the whole process of knowledge product creation and release, collection and gathering, interactive publishing, distribution marketing, communication and sharing, application value-added and so on. "Zhihui Network" digital publishing platform discusses the publishing group, technology providers, content providers and third party business service organizations to build a "multi-win-win" model, fully integrate all parties in the content, technology. The advantages of channel, market and brand will help the government to reduce the financial investment and promote the public service image such as digitization and knowledge benefit to the people. It is helpful to upgrade the traditional industry of publishing group, break through the geographical boundary, siphon the fund, and make a great leap forward. It is beneficial to the content provider and the third party service organization to expand the marketing channel and the service audience; (B) to facilitate equal access to knowledge for the public and to achieve zero-threshold public services; It is advantageous for users to create and trade through this platform and realize knowledge appreciation.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2-F;F722

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