本文選題：“眾籌” + “眾包”��； 參考：《出版科學》2016年03期

【摘要】："眾籌"概念誕生于十年前,目前在中國已被學界和業(yè)界熟知,并已進入官方話語體系。但是"眾籌"和出版相結(jié)合的運作方式仍屬新鮮事物,仍需在理論上和實踐中探索。本文從邁克爾·波特提出的產(chǎn)業(yè)價值鏈的視角出發(fā),運用知乎網(wǎng)的"眾籌"出版行為、樂嘉的眾籌圖書營銷等多案例分析的方法,嘗試說明"眾籌"出版模式如何將產(chǎn)業(yè)價值鏈改造為產(chǎn)業(yè)價值網(wǎng),如何改變終端產(chǎn)品形態(tài),以及如何重塑讀者的角色和作用。還提出出版眾籌遇到的阻力和發(fā)展瓶頸,包括"眾籌"平臺自身的原因,以及出版機構(gòu)中體制和思路的限制。
[Abstract]:The concept of "crowdfunding" was born ten years ago and is now well known in China and has entered the official discourse system.But the combination of "crowdfunding" and "publishing" is still a new thing and still needs to be explored in theory and practice.From the perspective of industrial value chain proposed by Michael Porter, this paper makes use of Zhihu's "crowdfunding" publishing behavior, Rosa's crowdfunding book marketing and other multi-case analysis methods.This paper attempts to explain how the publishing mode of "crowdfunding" transforms the industrial value chain into an industrial value network, how to change the form of the end product, and how to reshape the role and role of the reader.It also puts forward the resistance and development bottleneck of publishing crowdfunding, including the reasons of "crowdfunding" platform itself, as well as the limitations of the system and ideas in publishing institutions.
【作者單位】： 中國人民大學新聞學院;
【分類號】：G239.2-F
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本文編號：1736811