本文選題：數(shù)字出版　切入點：有聲書　出處：《湘潭大學(xué)》2017年碩士論文

【摘要】：隨著媒介融合、移動閱讀時代的到來,有聲書作為一種新的出版形式,為視障者、運(yùn)動者、有車族等群體提供了新的閱讀選擇,有聲書出版也迎來了發(fā)展契機(jī)。2016年有聲書不負(fù)眾望,成為增長最快的出版門類之一,被普遍認(rèn)為是數(shù)字出版領(lǐng)域的“下一個出版重點”。對比國外有聲書出版發(fā)展?fàn)顩r,我國有聲書出版還處于初級發(fā)展階段,從業(yè)企業(yè)在參考國內(nèi)外發(fā)展經(jīng)驗的基礎(chǔ)上,根據(jù)自身的優(yōu)勢,積極探索發(fā)展道路,在這一探索中,盈利模式是首要考慮的問題。盈利模式是企業(yè)經(jīng)營的核心動力,在企業(yè)成長過程中,不可避免的會遇到各種問題,發(fā)行渠道不完整、版權(quán)保護(hù)機(jī)制不完善、質(zhì)量控制不到位等,直接影響了產(chǎn)業(yè)的可持續(xù)發(fā)展。探索行之有效的盈利模式,優(yōu)化業(yè)務(wù)結(jié)構(gòu),塑造品牌形象,提高行業(yè)發(fā)展的質(zhì)量與效益,已成為有聲書出版向前發(fā)展的當(dāng)務(wù)之急。本文首先從國外有聲書出版市場表現(xiàn)和國內(nèi)有聲書出版市場的發(fā)展現(xiàn)狀總結(jié)了該選題的研究背景,利用文獻(xiàn)分析法和內(nèi)容分析法梳理了國內(nèi)外學(xué)者對有聲書出版的研究現(xiàn)狀,并從理論和實踐兩方面介紹了本研究的意義,理清了本文研究的思路及方法。然后對有聲書的概念、分類、特征進(jìn)行了界定,梳理了盈利模式的概念及影響因素,本文所提煉的影響因素有產(chǎn)業(yè)鏈、資金、時間、資源和核心競爭力五大因素,并將成本收益理論、長尾理論、使用與滿足理論和資源整合理論作為全文的理論支撐對有聲書出版盈利模式進(jìn)行探討。在全面了解我國有聲書出版的發(fā)展歷史與現(xiàn)狀的基礎(chǔ)上,歸納總結(jié)我國有聲書出版領(lǐng)域現(xiàn)有的四種盈利模式,分別為“免費內(nèi)容+廣告”模式、付費訂閱模式、自助出版模式和合作出版模式,并詳細(xì)介紹各模式的運(yùn)作方式。基于此,詳細(xì)分析我國有聲書出版盈利模式的促進(jìn)因素和阻礙因素,為后文我國有聲書出版盈利模式的探索提供方向性指導(dǎo)。最后基于前文的論述,探索我國有聲書出版盈利模式,文章共探討了四種盈利模式,分別為的“內(nèi)容+平臺+終端”模式、產(chǎn)品衍生模式、有聲書數(shù)據(jù)庫營銷模式和有聲書眾籌模式,并分析了各模式的可行性以及在實踐中需要注意的問題,以期對我國有聲書出版行業(yè)的發(fā)展提供參考。
[Abstract]:With the integration of media and the advent of the era of mobile reading, audio books, as a new form of publication, provide new reading options for the visually impaired, the sportsmen, the car owners, and so on. Audiobook publishing has also ushered in an opportunity for development. In 2016, audiobooks did not live up to expectations and became one of the fastest-growing publishing categories, and were generally considered to be the "next publishing focus" in the field of digital publishing. Compared with the development of audiobooks published abroad, The publication of audio books in China is still in the primary stage of development. On the basis of reference to the development experience at home and abroad and on the basis of their own advantages, enterprises are actively exploring the way of development. Profit model is the core power of enterprise management. In the process of enterprise growth, it will inevitably encounter various problems, such as incomplete distribution channels, imperfect copyright protection mechanism, inadequate quality control, etc. It has a direct impact on the sustainable development of the industry. To explore an effective profit model, optimize the business structure, shape the image of the brand, improve the quality and efficiency of the development of the industry, This paper first summarizes the research background of this topic from the performance of the foreign audiobook publishing market and the present situation of the domestic audiobook publishing market. This paper makes use of the literature analysis method and the content analysis method to comb the domestic and foreign scholars' research present situation to the audio book publication, and introduces the significance of this research from the theory and the practice two aspects, has clarified the thought and the method of this article research, then to the audio book concept, Classifying, defining, combing the concept of profit model and influencing factors, the influence factors of this paper are industrial chain, capital, time, resources and core competitiveness, and cost and income theory, long tail theory, Based on the comprehensive understanding of the history and present situation of audio book publishing in China, the profit model of audio book publishing is discussed by using the theory of satisfaction and the theory of resource integration as the theoretical support of the full text. This paper summarizes four kinds of profit models in the field of audiobook publishing in China. They are "free content advertisement" mode, subscription mode, self-publishing model and co-publishing mode. This paper analyzes in detail the factors of promoting and hindering the profit mode of audio book publishing in China, and provides the direction guidance for the future study of the profit mode of audio book publishing in China. Finally, based on the above discussion, the paper explores the profit mode of audio book publishing in China. This paper discusses four profit models, namely, "content platform terminal" mode, product derivative model, audiobook database marketing model and audiobook crowdfunding model. The feasibility of each model and the problems needing attention in practice are analyzed in order to provide a reference for the development of audiobook publishing industry in China.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G239.2-F

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