本文選題：手機(jī)閱讀 + 產(chǎn)業(yè)價值鏈��； 參考：《安徽大學(xué)》2012年碩士論文

【摘要】：手機(jī)閱讀發(fā)展非常迅猛,目前已經(jīng)成為數(shù)字出版領(lǐng)域發(fā)展最快的一個分支領(lǐng)域。作為一種發(fā)展勢頭較好的產(chǎn)業(yè),如何在產(chǎn)業(yè)鏈上整合各類資源,取得浮華背后實(shí)質(zhì)性的盈利,并實(shí)現(xiàn)可持續(xù)發(fā)展.是這一產(chǎn)業(yè)需要面對的核心問題。 本文主要從產(chǎn)業(yè)價值鏈的角度系統(tǒng)研究手機(jī)閱讀,先對手機(jī)閱讀與產(chǎn)業(yè)價值鏈進(jìn)行理論綜述,再分析手機(jī)閱讀產(chǎn)業(yè)價值鏈上的各個環(huán)節(jié)。在理清這些理論與概念的基礎(chǔ)上,本文將我國目前主要的手機(jī)閱讀產(chǎn)業(yè)價值鏈分為三種類型：電信運(yùn)營商為主導(dǎo)的產(chǎn)業(yè)價值鏈、內(nèi)容服務(wù)提供商為主導(dǎo)的產(chǎn)業(yè)價值鏈、終端設(shè)備商為主導(dǎo)的產(chǎn)業(yè)價值鏈。接著本文從價值生成動力、價值傳遞、位置遷移、利益分配等方面重點(diǎn)研究手機(jī)閱讀產(chǎn)業(yè)價值鏈的生成運(yùn)作。技術(shù)的支持力、政府的扶持力以及各環(huán)節(jié)之間的相互協(xié)調(diào)力,是手機(jī)閱讀產(chǎn)業(yè)價值鏈生成的三個動力。價值鏈的生成運(yùn)作是通過價值傳遞、競爭中位置遷移以及版權(quán)基礎(chǔ)上的利益分配三種機(jī)制來實(shí)現(xiàn)的。通過分析,筆者認(rèn)為手機(jī)閱讀產(chǎn)業(yè)價值鏈上各環(huán)節(jié)雖然相互協(xié)作,但也競爭激烈,以致出現(xiàn)了各環(huán)節(jié)中位置遷移的現(xiàn)象。 目前,雖然我國手機(jī)閱讀產(chǎn)業(yè)的發(fā)展勢頭迅猛,但其產(chǎn)業(yè)價值鏈還是存在諸多問題,如：運(yùn)營商一家獨(dú)大、未重視消費(fèi)者的高層次文化需求、缺乏產(chǎn)業(yè)協(xié)調(diào)機(jī)制等。通過對以上問題的分析,筆者隨后提出若干手機(jī)閱讀產(chǎn)業(yè)價值鏈的優(yōu)化措施。比如,電信運(yùn)營商的壟斷地位需被打破；內(nèi)容服務(wù)提供商應(yīng)集合優(yōu)質(zhì)內(nèi)容,提升地位；產(chǎn)業(yè)價值鏈應(yīng)以用戶需求為中心,縱向延伸；同時注重發(fā)展輔助環(huán)節(jié),營造和諧的產(chǎn)業(yè)發(fā)展環(huán)境等。最后,筆者以時代出版公司的手機(jī)閱讀項(xiàng)目為個案,對其產(chǎn)業(yè)價值鏈進(jìn)行分析,希望為手機(jī)閱讀的實(shí)踐者提供有益參考,促進(jìn)手機(jī)閱讀更好的發(fā)展。
[Abstract]:Mobile phone reading is developing very rapidly and has become one of the fastest growing branches in the field of digital publishing. As a kind of industry with good development momentum, how to integrate all kinds of resources in the industrial chain, obtain the substantial profit behind the flashy, and realize the sustainable development. It is the core problem that this industry needs to face. This paper systematically studies mobile phone reading from the angle of industrial value chain, firstly summarizes the theory of mobile phone reading and industrial value chain, and then analyzes every link of mobile phone reading industry value chain. On the basis of clarifying these theories and concepts, this paper divides the main mobile phone reading industry value chain into three types: the industry value chain dominated by telecom operators, the industry value chain led by content service provider. Terminal equipment for the leading industrial value chain. Then this paper focuses on the generation and operation of mobile phone reading industry value chain from the aspects of value generating power, value transfer, position transfer, benefit distribution and so on. The supporting power of technology, the support of government and the coordination of each link are the three driving forces of the value chain of mobile phone reading industry. The generation and operation of value chain is realized by three mechanisms: value transfer, position transfer in competition and benefit distribution based on copyright. Through the analysis, the author thinks that although the various links in the value chain of mobile phone reading industry cooperate with each other, the competition is also fierce, resulting in the phenomenon of location transfer in each link. At present, although the mobile phone reading industry is developing rapidly in our country, there are still many problems in its industrial value chain, such as: the operators are alone, they do not attach importance to the high-level cultural needs of consumers, and there is a lack of industrial coordination mechanism. Through the analysis of the above problems, the author then puts forward some optimization measures of mobile reading industry value chain. For example, the monopoly position of telecom operators needs to be broken; content service providers should pool high-quality content and upgrade their status; the industrial value chain should be centered on the needs of users and lengthwise extend; at the same time, it should pay attention to the development of auxiliary links. To create a harmonious industrial development environment. Finally, the author takes the mobile phone reading project of the times publishing company as a case, analyzes its industrial value chain, hoping to provide useful reference for the mobile phone reading practitioners and promote the better development of mobile phone reading.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G206

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