本文選題：全媒體出版　切入點：華東師范大學(xué)出版社　出處：《上海師范大學(xué)》2017年碩士論文

【摘要】：近年來,出版業(yè)界的傳統(tǒng)出版機(jī)構(gòu)對全媒體出版進(jìn)行了多方面的探索,媒介融合發(fā)展的趨勢方興未艾。同時,學(xué)界也積極對全媒體出版進(jìn)行了多方面的探索研究,形成眾說紛紜之勢。本論文在以上基礎(chǔ)上,選取全媒體出版做得有聲有色的華東師范大學(xué)出版社進(jìn)行重點研究,探索業(yè)界在全媒體出版上的不同模式和成功的機(jī)制,希望可以在一定程度上推動全媒體出版研究的發(fā)展,為業(yè)界提供可供參考的理論思考。本文綜合運用文獻(xiàn)分析法、人物訪談、實地調(diào)查法等研究方法,從以下幾方面展開了論述研究。首先,從概念上界定全媒體出版的外延內(nèi)涵,以及全國范圍內(nèi)全媒體出版的總體態(tài)勢,作為本研究的重要學(xué)術(shù)背景。其次,本研究以連續(xù)6年獲得“上海市新聞出版行業(yè)文明單位”“國家首批20家出版融合發(fā)展重點實驗室”之一等榮譽(yù)稱號的華東師范大學(xué)出版社為研究對象,總結(jié)歸納了華東師范大學(xué)出版社全媒體出版狀況和特點,詳細(xì)分析全媒體出版產(chǎn)品案例,得出華東師范大學(xué)出版社全媒體出版發(fā)展的機(jī)制特點和模式內(nèi)容特點,華東師范大學(xué)出版社擁有ERP資源管理系統(tǒng)和CMS內(nèi)容資源系統(tǒng)的資源基礎(chǔ),以移動學(xué)習(xí)端APP和數(shù)字閱讀平臺為平臺支撐,生產(chǎn)出了電子書和微視頻等的產(chǎn)品形態(tài),這樣的全媒體出版產(chǎn)品架構(gòu)決定了華東師范大學(xué)出版社具有長遠(yuǎn)的生發(fā)定力和前瞻性系統(tǒng)性的教育產(chǎn)品來占領(lǐng)市場。最后,以上述三個典型案例人民郵電出版社、中南出版?zhèn)髅郊瘓F(tuán)和中文在線為參考,根據(jù)SWOT分析方法分析了華東師范大學(xué)出版社全媒體出版的優(yōu)勢、劣勢、機(jī)遇和挑戰(zhàn),對華東師范大學(xué)出版社的全媒體出版的發(fā)展提出可行性的思考和建議,即在理念定位上,華東師范大學(xué)出版社要繼續(xù)秉持“大教育出版”的理念定位;在版權(quán)保護(hù)上,還要繼續(xù)為產(chǎn)品注冊商標(biāo),要繼續(xù)為產(chǎn)品注冊商標(biāo),申請著作權(quán)專利保護(hù),并且可以參與“中文在線反盜版聯(lián)盟”,保護(hù)自身產(chǎn)品的版權(quán)利益;在運作方式上,華東師范大學(xué)出版社可以向中南出版?zhèn)髅郊瘓F(tuán)學(xué)習(xí),在將來的出版社內(nèi)部構(gòu)造全媒體出版產(chǎn)業(yè)鏈的全流程文化生態(tài)圈,將自身的內(nèi)容資源通過自身的實體書店和傳媒公司包裝運營,就可以與受眾見面,節(jié)省了發(fā)行和運營的成本。
[Abstract]:In recent years, the traditional publishing organizations in the publishing industry have carried out various explorations on the whole media publishing, and the trend of media integration and development is in the ascendant. At the same time, the academic circles have also actively explored and studied the whole media publishing. On the basis of the above, this paper selects the East China normal University Press, which has done well in all media publishing, to focus on the research, and explores the different models and successful mechanisms of the industry in the whole media publishing. I hope to promote the development of all media publishing research to a certain extent, and to provide the industry with theoretical thinking for reference. This paper synthetically uses literature analysis, character interviews, field investigation and other research methods. Firstly, it defines the intension of the whole media publishing from the concept, as well as the whole situation of the whole media publishing in the whole country, as the important academic background of this research. The research object of this study is East China normal University Press, which has won the honorary title of "Shanghai Press and Publishing Industry Civilization Unit" and "one of the first 20 key laboratories of publishing integration and development" for 6 consecutive years. This paper summarizes and summarizes the status and characteristics of all-media publishing in East China normal University Press, analyzes in detail the cases of all-media publishing products, and concludes the characteristics of mechanism and mode content of the development of all-media publishing in East China normal University Press. East China normal University Press owns the resource base of ERP resource management system and CMS content resource system, and based on the platform of mobile learning end APP and digital reading platform, it produces the product form of e-book and micro-video, etc. Such a structure of all-media publishing products determines that East China normal University Press has a long-term growth force and a forward-looking and systematic educational product to occupy the market. Finally, with the three typical cases mentioned above, the people's Post and Telecommunications Publishing House, Based on the SWOT analysis method, this paper analyzes the advantages, disadvantages, opportunities and challenges of the whole media publishing of East China normal University Press. This paper puts forward some feasible thoughts and suggestions on the development of all-media publishing of East China normal University Press, that is, in terms of concept orientation, East China normal University Press should continue to uphold the concept of "Great Education Publishing" and protect copyright. It is also necessary to continue to register trademarks for products, to continue to register trademarks for products, to apply for copyright and patent protection, and to participate in the Chinese online Anti-Piracy Alliance to protect the copyright interests of their own products. The East China normal University Press can learn from the Central South Publishing Media Group and construct a whole process cultural ecological circle of the whole media publishing industry chain within the publishing houses in the future. Through its own physical bookstore and media company packaging operation, we can meet the audience and save the cost of distribution and operation.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G239.22

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