【摘要】：本文將高等教育數(shù)字出版商業(yè)模式作為研究對(duì)象。本文以商業(yè)模式理論作為研究的理論基礎(chǔ)，利用五要素分析國(guó)內(nèi)外高等教育數(shù)字出版已有的商業(yè)模式，并總結(jié)國(guó)內(nèi)與以美國(guó)為代表的商業(yè)模式的特點(diǎn)，概括成熟的高等教育數(shù)字出版商業(yè)模式所具備的要素，為商業(yè)模式的構(gòu)建提供建議，最后總結(jié)問(wèn)題并提出自己的思考。 本文利用文獻(xiàn)分析法、對(duì)比分析法、案例研究法以及理論與實(shí)務(wù)相結(jié)合的研究方法對(duì)于高等教育數(shù)字出版商業(yè)模式的問(wèn)題進(jìn)行了系統(tǒng)的研究，全文分為六部分。 第一部分，對(duì)于教育出版的數(shù)字化改革的背景做了描述，提出商業(yè)模式的欠缺是高等教育出版數(shù)字化轉(zhuǎn)型的一大問(wèn)題，指出本文研究的意義所在，希望能給予業(yè)界建立商業(yè)模式以提醒。在這一部分，本文還對(duì)已有的相關(guān)研究文獻(xiàn)做了分析，更加明確商業(yè)模式的重要性。 第二部分概括介紹了高等教育數(shù)字出版的狀況，包括國(guó)際和國(guó)內(nèi)的狀況，在發(fā)展?fàn)顩r的基礎(chǔ)上提出包括商業(yè)模式欠缺在內(nèi)的一系列問(wèn)題。 第三部分是奠定理論基礎(chǔ)的章節(jié)，系統(tǒng)介紹了商業(yè)模式的九要素理論，并結(jié)合高等教育數(shù)字出版的特點(diǎn)歸納出五個(gè)要素:數(shù)字化的高等教育產(chǎn)品和服務(wù)——價(jià)值主張、高校學(xué)生、教師和高�！M(fèi)者目標(biāo)群體、分銷渠道、合作伙伴網(wǎng)絡(luò)、收入模型，奠定下文分析的理論基礎(chǔ)。 第四部分，對(duì)國(guó)內(nèi)外典型高等教育出版商業(yè)模式五要素進(jìn)行具體分析，包括國(guó)內(nèi)的電子教材、數(shù)據(jù)庫(kù)服務(wù)、按需出版等模式和美國(guó)培生集團(tuán)、麥格勞-希爾的服務(wù)模式，分析了各種模式的五要素特性，并歸納了國(guó)內(nèi)和國(guó)外商業(yè)模式的特點(diǎn)，同時(shí)與傳統(tǒng)教育出版商業(yè)模式做對(duì)比分析高等教育數(shù)字出版商業(yè)模式的新變化。 第五部分，，總結(jié)高等教育數(shù)字出版商業(yè)模式在類型、發(fā)展程度、與紙質(zhì)出版關(guān)系等方面的特點(diǎn)，并從商業(yè)模式構(gòu)成要素的角度指出構(gòu)建高等教育數(shù)字出版商業(yè)模式的重點(diǎn)。 最后，給出本文的結(jié)論。商業(yè)模式是教育出版單位完成數(shù)字化轉(zhuǎn)型的核心問(wèn)題。構(gòu)建商業(yè)模式需要考慮高等教育數(shù)字產(chǎn)品的價(jià)值、高校教師和學(xué)生的需求、暢通的分銷渠道、穩(wěn)定的合作伙伴網(wǎng)絡(luò)和合適的收入來(lái)源，其中以教師和學(xué)生的需求為出發(fā)點(diǎn)開(kāi)發(fā)數(shù)字教育產(chǎn)品最為重要，要提供獨(dú)一無(wú)二的優(yōu)質(zhì)知識(shí)服務(wù)。
[Abstract]:This article takes the higher education digital publishing business model as the research object. Based on the theory of business model, this paper analyzes the existing commercial models of digital publishing in higher education at home and abroad, and summarizes the characteristics of domestic and American business models. This paper summarizes the elements of the mature digital publishing business model of higher education, provides suggestions for the construction of the business model, and finally summarizes the problems and puts forward its own thinking. This paper makes a systematic study of the business model of digital publishing in higher education by using the methods of literature analysis, comparative analysis, case study and the combination of theory and practice. The full text is divided into six parts. The first part describes the background of the digital reform of educational publishing, points out that the lack of business model is a major problem in the digital transformation of higher education publishing, and points out the significance of this study. Hope to give the industry a business model to remind. In this part, this paper also analyzes the existing research literature to clarify the importance of business models. The second part briefly introduces the status of digital publishing in higher education, including the international and domestic situation, and puts forward a series of problems, including the lack of business model, on the basis of the development. The third part is the chapter which lays the theoretical foundation, systematically introduces the nine elements theory of the business model, and combines the characteristic of digital publishing of higher education to sum up five elements: digital higher education products and service-value proposition. College students, teachers and college-consumer target groups, distribution channels, partner networks, income models, lay the theoretical foundation of the following analysis. In the fourth part, the author analyzes the five elements of the typical higher education publishing business model at home and abroad, including domestic electronic teaching materials, database service, on-demand publishing and so on, and the service model of Pearson Group and McGraw-Hill. This paper analyzes the characteristics of the five elements of the various models and summarizes the characteristics of the domestic and foreign business models. At the same time, it makes a comparison with the traditional educational publishing business models and analyzes the new changes of the higher education digital publishing business models. The fifth part summarizes the characteristics of the higher education digital publishing business model in the aspects of type, development degree, and relationship with paper publishing, and points out the key points of constructing the higher education digital publishing business model from the point of view of the constituent elements of the business model. Finally, the conclusion of this paper is given. Business model is the core problem for educational publishing institutions to complete digital transformation. Building a business model takes into account the value of digital products for higher education, the needs of university teachers and students, unimpeded distribution channels, a stable network of partners and appropriate sources of income. It is most important to develop digital education products based on the needs of teachers and students.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G239.2-F

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 吳永和;馬曉玲;楊飛;;電子課本出版與生態(tài)發(fā)展的闡釋與研究——基于標(biāo)準(zhǔn)研究、產(chǎn)業(yè)發(fā)展與教育創(chuàng)新的視角[J];遠(yuǎn)程教育雜志;2013年01期

本文編號(hào)：2221965