【摘要】：隨著互聯(lián)網(wǎng)的快速發(fā)展和3G時(shí)代的到來(lái),讀者的閱讀習(xí)慣和獲取信息的方式都發(fā)生了革命性的改變,數(shù)字出版的浪潮已席卷全世界。與此同時(shí),出版業(yè)的產(chǎn)業(yè)鏈格局也發(fā)生了重大的轉(zhuǎn)變,變?yōu)橛蓚鹘y(tǒng)出版機(jī)構(gòu)、數(shù)字技術(shù)提供商、網(wǎng)絡(luò)服務(wù)運(yùn)營(yíng)商,終端設(shè)備制造商等多個(gè)領(lǐng)域的企業(yè)的交叉綜合,原來(lái)發(fā)展比較成熟的傳統(tǒng)出版的商業(yè)模式已經(jīng)不能適應(yīng)數(shù)字出版的要求。 由于數(shù)字出版產(chǎn)業(yè)鏈各方并沒(méi)有形成有效合作,存在著數(shù)字技術(shù)標(biāo)準(zhǔn)不統(tǒng)一、內(nèi)容匱乏、版權(quán)監(jiān)控不力、盈利模式不清晰等問(wèn)題,導(dǎo)致目前國(guó)內(nèi)數(shù)字出版產(chǎn)業(yè)的發(fā)展處于相對(duì)初級(jí)的階段,沒(méi)有形成穩(wěn)定和良性的商業(yè)模式。由此本文從數(shù)字出版的產(chǎn)業(yè)鏈出發(fā),通過(guò)對(duì)產(chǎn)業(yè)鏈各參與者的梳理,提出建立數(shù)字出版產(chǎn)業(yè)聯(lián)盟,并以此為研究對(duì)象,從價(jià)值主張、價(jià)值支撐和價(jià)值保持三個(gè)模塊進(jìn)行商業(yè)模型的設(shè)計(jì)。 此外,針對(duì)建立的商業(yè)模型,本文運(yùn)用e3-value結(jié)構(gòu)化分析工具,構(gòu)建數(shù)字出版產(chǎn)業(yè)聯(lián)盟商業(yè)模式的價(jià)值模型,并對(duì)該價(jià)值模型進(jìn)行仿真運(yùn)算和分析,分析該商業(yè)模型的可行性并對(duì)某些建模元素進(jìn)行敏感性分析,彌補(bǔ)現(xiàn)有商業(yè)模式設(shè)計(jì)研究的指導(dǎo)性和可操作性不強(qiáng)的不足。 出版業(yè)的未來(lái)終將由數(shù)字出版主導(dǎo),因此,建立一個(gè)清晰的數(shù)字出版商業(yè)模式,有助于突破目前數(shù)字出版的發(fā)展瓶頸,促進(jìn)數(shù)字出版向健康有序的方向發(fā)展,進(jìn)而對(duì)整個(gè)出版業(yè)的發(fā)展起到推動(dòng)的作用。
[Abstract]:With the rapid development of the Internet and the arrival of 3G era, readers' reading habits and ways of obtaining information have undergone revolutionary changes. The wave of digital publishing has swept the world. At the same time, the pattern of the industry chain of the publishing industry has also undergone a major transformation, turning into a cross-integration of enterprises in many fields, such as traditional publishing institutions, digital technology providers, network service operators, terminal equipment manufacturers, etc. The traditional publishing business model, which is mature, can not meet the requirements of digital publishing. As the parties in the digital publishing industry chain have not formed effective cooperation, there are problems such as disunity of digital technical standards, lack of content, weak copyright monitoring, unclear profit model, and so on. At present, the development of domestic digital publishing industry is in a relatively primary stage, without a stable and benign business model. From this point of view, starting from the industrial chain of digital publishing, through combing the participants in the industry chain, this paper puts forward the establishment of the digital publishing industry alliance, and regards it as the object of study, from the viewpoint of value. Value support and value maintenance three modules for business model design. In addition, according to the established business model, this paper uses the e3-value structural analysis tool to construct the value model of the digital publishing industry alliance business model, and carries on the simulation operation and the analysis to the value model. The feasibility of the commercial model and the sensitivity analysis of some modeling elements are analyzed to make up for the lack of guidance and maneuverability of the existing business model design research. The future of the publishing industry will eventually be dominated by digital publishing. Therefore, establishing a clear business model of digital publishing will help to break through the bottleneck of the current development of digital publishing and promote the development of digital publishing in a healthy and orderly direction. In turn, the development of the entire publishing industry to play a role in promoting.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2-F

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