【作者】 蒋秀芝；

【导师】 孟庆春；

【作者基本信息】 北京印刷学院 ， 传播学， 2009， 硕士

【摘要】 进入21世纪,中国出版业发展的宏观背景已经发生了相当大的变化。一方面,传统出版业的赢利能力出现下降,传统出版进入“微利时代”,而回款与库存的压力,使传统出版在赢利增长方面已经难有大的突破。而出版业体制改革的深化让传统出版直面市场,与此同时,互联网应用技术不断改进和提高,网民数量和宽带用户快速增长,又对其构成强大的外部冲击。毫无疑问,网络出版成为近几年国内出版界最热门的话题之一,政府管理部门给予了高度关注,业内精英也纷纷试水,但传统出版业向网络出版时代的跨越却始终难有实质性的、突破性的进展。笔者认为传统出版向网络出版转型的最大难点并不在于奖金、技术或人才,而在于能否建立起较好的赢利模式。网络出版是一个集合的概念,形式多种多样,包括博客、播客、电子书、网站、网络广告等。通过对各种网络出版形式特征的深入分析,并结合我国出版社的运行情况,本研究归纳总结出十种传统出版社进军网络出版领域的可行性赢利模式,有电子商务、电子书、按需印刷、在线教育、数据库在线出版、专业垂直搜索、网络广告、手机出版、增值服务及读者俱乐部。出版社网络赢利模式的顺利实施还要受到宏观管理及微观基础方面的影响,具体体现在相关法律法规的制定、宏观管理理念的调整、版权保护及技术研发、内容格式的统一、出版产业链的提升及软硬件的投入方面。因此,本人硕士论文从网络盈利模式这一视角解读了中国出版社的数字化和进一步发展。在对我国出版社网络赢利模式深入研究的基础上,对各种模式的赢利空间进行了分析介绍,阐述了对传统出版社探索网络赢利模式的几点思考,最后结合网络出版现状,提出了建设性意见。更多还原

【Abstract】 The macro background of the Development of China’s publishing industry has changed seriously in the 21st century. On one hand, the great breakthrough in profit of traditional publishing difficultly creates. Because of the pressure of fund-return and book stock, while the profitability of traditional publishing industry is in weakness, and the traditional publishing has entered ’Low-profit era’. But Deepening reform of publishing industry lets the traditional publishing straightly face the market. On the other hand, the improvement unceasing of the internet application technology and the rapid growth of internet users compose strong external pressure.There is no doubt that the online publishing has become one of the most popular topics in the publishing circles in recent years. It is very difficult to have the substantive, break-through progressing in the traditional publishing industry’s transition to the Internet publishing. Although the government has given high concern, and almost of the publishing elite have haven a try. The author thinks that being able to build up the good profit model or not is the difficult point, but not lying in funds, technology or talent.Online publishing is an aggregate concept, and diversified in form, including blog, podcast, e-book, website, network advertisement and so on. This study summarizes ten kinds of feasibility profit models, including electronic commerce, e-book, print-on-demand, e-learning, database online publishing, specialized vertical search, network advertisement, Moblle publishing, value-added services and reader’s club. Through a deep analysis of the various network publishing forms and the present condition of china’s publishing houses. Then the macro-management and micro foundation have impact on the publishing houses’online profit models. Embody in the enactment of related laws and regulations, the adjustment of macro-management, the copyright protection and technology investigation, unified content and format, enhanced the publishing industrial chain, and the investigation on the hardware and software.Therefore, this study interprets the digitization and development of china’s publishing houses from the online profit models perspective. Bases on the further study of online profit models, this paper recommends the profit space of various models and expounds the views on the exploration of traditional publishing houses’ online profit models. Finally, the paper also presents several suggestions on the development situation of the online publishing.更多还原