【摘要】：伴隨著數(shù)字出版技術(shù)的不斷發(fā)展,數(shù)字閱讀市場(chǎng)規(guī)模逐漸擴(kuò)大,隨之應(yīng)運(yùn)而生的網(wǎng)絡(luò)自出版模式發(fā)展迅猛。自出版模式大大降低了出版行業(yè)的門檻,使作者擁有更為廣闊的出版空間。相對(duì)而言,國(guó)內(nèi)的自出版平臺(tái)仍處于起步階段,對(duì)自出版模式的研究多基于國(guó)外已經(jīng)成熟的自出版平臺(tái)。成立于2011年的豆瓣閱讀自出版平臺(tái),在其發(fā)展的過程當(dāng)中,是少數(shù)沒有模仿國(guó)外成熟的商業(yè)模式,通過自身獨(dú)特的產(chǎn)品定位,發(fā)展成為國(guó)內(nèi)具有代表性的自出版平臺(tái)。豆瓣閱讀自出版脫胎于豆瓣網(wǎng)讀書頻道,成立于2005年的豆瓣網(wǎng)是國(guó)內(nèi)知名的文化社區(qū)平臺(tái),經(jīng)過12年的運(yùn)營(yíng)發(fā)展,已經(jīng)發(fā)展成為國(guó)內(nèi)第二大的社交類網(wǎng)站。龐大的用戶覆蓋率也為豆瓣閱讀自出版平臺(tái)的發(fā)展奠定了受眾基礎(chǔ),在豆瓣閱讀自出版平臺(tái)發(fā)展初期,依托于豆瓣網(wǎng)實(shí)現(xiàn)了用戶的快速聚集,這對(duì)豆瓣閱讀的推廣和宣傳起到了巨大的推動(dòng)作用。豆瓣閱讀自出版平臺(tái)和其他自出版平臺(tái)最大的區(qū)別在于其保留了內(nèi)容審核環(huán)節(jié)。原創(chuàng)作品的質(zhì)量直接決定了其平臺(tái)用戶的使用率和忠誠(chéng)度,雖然相較傳統(tǒng)出版機(jī)構(gòu),豆瓣閱讀自出版平臺(tái)的審核機(jī)制已經(jīng)簡(jiǎn)潔不少,但是對(duì)內(nèi)容質(zhì)量的要求卻是平臺(tái)追求的核心理念。同時(shí)作為較早涉足自出版模式的數(shù)字閱讀平臺(tái),豆瓣閱讀在其探索發(fā)展模式的進(jìn)程中同樣面臨著許多困境,能否成功解決發(fā)展過程中所遇到的問題,是其能否保持良性發(fā)展的重中之重。本文通過對(duì)豆瓣閱讀自出版平臺(tái)的發(fā)展流程、運(yùn)營(yíng)模式、產(chǎn)品定位、內(nèi)容建設(shè)、營(yíng)銷推廣狀況進(jìn)行深入調(diào)查研究,全面分析得出豆瓣閱讀的優(yōu)勢(shì)體現(xiàn)在:優(yōu)質(zhì)內(nèi)容促進(jìn)平臺(tái)的良心循環(huán);豆瓣網(wǎng)長(zhǎng)期積累的龐大用戶群;抓住了移動(dòng)互聯(lián)網(wǎng)技術(shù)帶來的新機(jī)遇;平臺(tái)自身良好的互動(dòng)機(jī)制。同時(shí)對(duì)于豆瓣閱讀自出版平臺(tái)面臨的數(shù)字出版監(jiān)管的缺失、盈利模式尚不明晰、過于小眾化的產(chǎn)品定位、單一的推廣渠道的困境,對(duì)豆瓣閱讀提出可行性的發(fā)展策略。本文希望通過對(duì)豆瓣閱讀自出版平臺(tái)發(fā)展過程中優(yōu)劣勢(shì)的全面解析,并從國(guó)內(nèi)的出版環(huán)境、盈利模式、內(nèi)容建設(shè)和推廣手段等問題提出未來發(fā)展的策略,期望能夠成為國(guó)內(nèi)對(duì)自出版平臺(tái)的探索研究的可行性范本。
[Abstract]:With the development of digital publishing technology, the scale of digital reading market is expanding gradually, and the self-publishing mode of network emerges as the times require. The self-publishing model has greatly reduced the threshold of the publishing industry and made the author have a wider publishing space. Comparatively speaking, the domestic self-publishing platform is still in its infancy, and the research on self-publishing mode is based on the mature self-publishing platform abroad. Established in 2011, Douban Reading Self-publishing platform, in the process of its development, is a small number of foreign mature business model, through its unique product positioning, developed into a representative domestic self-publishing platform. Doubanread, which was founded in 2005, is a well-known cultural community platform in China. After 12 years of operation and development, it has become the second largest social network in China. The huge user coverage rate also laid the audience foundation for the development of the Douban Reading Self-publishing platform. In the early stage of the development of the Douban Reading Self-Publishing platform, the rapid aggregation of users was realized based on the Douban Web. This has played a huge role in promoting and promoting the reading of Douban. Douban read self-publishing platform and other self-publishing platform the biggest difference is that it retains the content audit. The quality of original works directly determines the utilization rate and loyalty of the users of the platform, although compared with the traditional publishing institutions, the audit mechanism of the Douban Reading Self-publishing platform has been much simpler. But the request to the content quality is the core idea which the platform pursues. At the same time, as a digital reading platform that set foot in the self-publishing model earlier, Douban Reading also faces many difficulties in the process of exploring its development model. Can it successfully solve the problems encountered in the process of development? It is its ability to maintain a benign development of the top priority. In this paper, the development process, operation mode, product orientation, content construction, marketing and promotion of the self-publishing platform are investigated and studied. Comprehensive analysis shows that the advantages of Douban reading are: high quality content to promote the conscience cycle of the platform, a large number of users accumulated over a long period of time, seize the new opportunities brought by mobile Internet technology, and good interactive mechanism of the platform itself. At the same time, for the lack of digital publishing supervision, the profit model is not clear, the product positioning is too small, the plight of a single promotion channel, put forward a feasible development strategy. This paper hopes to analyze the advantages and disadvantages of the self-publishing platform, and put forward the strategies of future development from the aspects of domestic publishing environment, profit model, content construction and promotion means, etc. It is expected to be a feasible model for exploring and studying self-publishing platform in China.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G230.7

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本文編號(hào)：2176928