【摘要】：伴隨著數(shù)字出版技術的不斷發(fā)展,數(shù)字閱讀市場規(guī)模逐漸擴大,隨之應運而生的網(wǎng)絡自出版模式發(fā)展迅猛。自出版模式大大降低了出版行業(yè)的門檻,使作者擁有更為廣闊的出版空間。相對而言,國內的自出版平臺仍處于起步階段,對自出版模式的研究多基于國外已經(jīng)成熟的自出版平臺。成立于2011年的豆瓣閱讀自出版平臺,在其發(fā)展的過程當中,是少數(shù)沒有模仿國外成熟的商業(yè)模式,通過自身獨特的產(chǎn)品定位,發(fā)展成為國內具有代表性的自出版平臺。豆瓣閱讀自出版脫胎于豆瓣網(wǎng)讀書頻道,成立于2005年的豆瓣網(wǎng)是國內知名的文化社區(qū)平臺,經(jīng)過12年的運營發(fā)展,已經(jīng)發(fā)展成為國內第二大的社交類網(wǎng)站。龐大的用戶覆蓋率也為豆瓣閱讀自出版平臺的發(fā)展奠定了受眾基礎,在豆瓣閱讀自出版平臺發(fā)展初期,依托于豆瓣網(wǎng)實現(xiàn)了用戶的快速聚集,這對豆瓣閱讀的推廣和宣傳起到了巨大的推動作用。豆瓣閱讀自出版平臺和其他自出版平臺最大的區(qū)別在于其保留了內容審核環(huán)節(jié)。原創(chuàng)作品的質量直接決定了其平臺用戶的使用率和忠誠度,雖然相較傳統(tǒng)出版機構,豆瓣閱讀自出版平臺的審核機制已經(jīng)簡潔不少,但是對內容質量的要求卻是平臺追求的核心理念。同時作為較早涉足自出版模式的數(shù)字閱讀平臺,豆瓣閱讀在其探索發(fā)展模式的進程中同樣面臨著許多困境,能否成功解決發(fā)展過程中所遇到的問題,是其能否保持良性發(fā)展的重中之重。本文通過對豆瓣閱讀自出版平臺的發(fā)展流程、運營模式、產(chǎn)品定位、內容建設、營銷推廣狀況進行深入調查研究,全面分析得出豆瓣閱讀的優(yōu)勢體現(xiàn)在:優(yōu)質內容促進平臺的良心循環(huán);豆瓣網(wǎng)長期積累的龐大用戶群;抓住了移動互聯(lián)網(wǎng)技術帶來的新機遇;平臺自身良好的互動機制。同時對于豆瓣閱讀自出版平臺面臨的數(shù)字出版監(jiān)管的缺失、盈利模式尚不明晰、過于小眾化的產(chǎn)品定位、單一的推廣渠道的困境,對豆瓣閱讀提出可行性的發(fā)展策略。本文希望通過對豆瓣閱讀自出版平臺發(fā)展過程中優(yōu)劣勢的全面解析,并從國內的出版環(huán)境、盈利模式、內容建設和推廣手段等問題提出未來發(fā)展的策略,期望能夠成為國內對自出版平臺的探索研究的可行性范本。
[Abstract]:With the development of digital publishing technology, the scale of digital reading market is expanding gradually, and the self-publishing mode of network emerges as the times require. The self-publishing model has greatly reduced the threshold of the publishing industry and made the author have a wider publishing space. Comparatively speaking, the domestic self-publishing platform is still in its infancy, and the research on self-publishing mode is based on the mature self-publishing platform abroad. Established in 2011, Douban Reading Self-publishing platform, in the process of its development, is a small number of foreign mature business model, through its unique product positioning, developed into a representative domestic self-publishing platform. Doubanread, which was founded in 2005, is a well-known cultural community platform in China. After 12 years of operation and development, it has become the second largest social network in China. The huge user coverage rate also laid the audience foundation for the development of the Douban Reading Self-publishing platform. In the early stage of the development of the Douban Reading Self-Publishing platform, the rapid aggregation of users was realized based on the Douban Web. This has played a huge role in promoting and promoting the reading of Douban. Douban read self-publishing platform and other self-publishing platform the biggest difference is that it retains the content audit. The quality of original works directly determines the utilization rate and loyalty of the users of the platform, although compared with the traditional publishing institutions, the audit mechanism of the Douban Reading Self-publishing platform has been much simpler. But the request to the content quality is the core idea which the platform pursues. At the same time, as a digital reading platform that set foot in the self-publishing model earlier, Douban Reading also faces many difficulties in the process of exploring its development model. Can it successfully solve the problems encountered in the process of development? It is its ability to maintain a benign development of the top priority. In this paper, the development process, operation mode, product orientation, content construction, marketing and promotion of the self-publishing platform are investigated and studied. Comprehensive analysis shows that the advantages of Douban reading are: high quality content to promote the conscience cycle of the platform, a large number of users accumulated over a long period of time, seize the new opportunities brought by mobile Internet technology, and good interactive mechanism of the platform itself. At the same time, for the lack of digital publishing supervision, the profit model is not clear, the product positioning is too small, the plight of a single promotion channel, put forward a feasible development strategy. This paper hopes to analyze the advantages and disadvantages of the self-publishing platform, and put forward the strategies of future development from the aspects of domestic publishing environment, profit model, content construction and promotion means, etc. It is expected to be a feasible model for exploring and studying self-publishing platform in China.
【學位授予單位】：河南大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G230.7

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本文編號：2176928