發(fā)布時(shí)間：2018-10-20 16:58

【摘要】：2016年2月4日,國(guó)家新聞出版廣電總局、工業(yè)和信息化部公布了《網(wǎng)絡(luò)出版服務(wù)管理規(guī)定》,進(jìn)一步明確了“網(wǎng)絡(luò)出版服務(wù)”的概念,并對(duì)規(guī)范網(wǎng)絡(luò)出版服務(wù)提出了一系列新的要求,受到了業(yè)界和學(xué)界的高度關(guān)注。隨著數(shù)字化信息技術(shù)和社會(huì)化媒介工具的迅猛發(fā)展,我國(guó)網(wǎng)民規(guī)模逐年擴(kuò)大,互聯(lián)網(wǎng)普及率越來(lái)越高,而依托數(shù)字化技術(shù)的網(wǎng)絡(luò)出版存在著廣闊的市場(chǎng)空間和巨大的商業(yè)價(jià)值。騰訊、阿里巴巴、百度等大型互聯(lián)網(wǎng)企業(yè)先后成立了自己的網(wǎng)絡(luò)出版集團(tuán),利用自身資源優(yōu)勢(shì),整合網(wǎng)絡(luò)圖書、網(wǎng)絡(luò)音頻、網(wǎng)絡(luò)影視、網(wǎng)絡(luò)游戲等業(yè)務(wù)開發(fā),將網(wǎng)絡(luò)出版全面納入商業(yè)戰(zhàn)略體系。與此同時(shí),全球化媒體融合趨勢(shì)下,我國(guó)傳統(tǒng)出版行業(yè)與網(wǎng)絡(luò)出版行業(yè)融合發(fā)展的步伐正在加快。網(wǎng)絡(luò)出版的蓬勃發(fā)展帶來(lái)了日趨激烈的市場(chǎng)競(jìng)爭(zhēng),也引發(fā)了一系列產(chǎn)業(yè)弊病。在缺乏嚴(yán)格審查、有效監(jiān)管的情況下,網(wǎng)絡(luò)出版物普遍呈現(xiàn)數(shù)量上增長(zhǎng)迅猛,質(zhì)量上良莠不齊的局面。同時(shí)版權(quán)保護(hù)問題以及過度娛樂化的出版業(yè)態(tài),也影響著網(wǎng)絡(luò)出版業(yè)的健康發(fā)展。因此,本文圍繞我國(guó)網(wǎng)絡(luò)出版新規(guī)展開研究,通過解讀和歸納網(wǎng)絡(luò)出版的概念,總結(jié)網(wǎng)絡(luò)出版在傳播學(xué)視閾下的特點(diǎn)和優(yōu)勢(shì),并從網(wǎng)絡(luò)出版的內(nèi)容生產(chǎn)方式、傳播模式和營(yíng)銷策略三方面進(jìn)行分析,研究網(wǎng)絡(luò)出版的運(yùn)作機(jī)制,探討當(dāng)前網(wǎng)絡(luò)出版存在的問題,進(jìn)而提出優(yōu)化網(wǎng)絡(luò)出版的思路。
[Abstract]:On February 4, 2016, the State Administration of Press, publication, Radio, Film and Television and the Ministry of Industry and Information Technology promulgated the regulations on the Administration of Network Publishing Services, which further clarified the concept of "Network Publishing Service." A series of new requirements are put forward to standardize the web publishing service, which is highly concerned by the industry and academic circles. With the rapid development of digital information technology and social media tools, the scale of Internet users in our country is expanding year by year, and the popularization rate of Internet is becoming higher and higher. However, there is a broad market space and huge commercial value for Internet publishing based on digital technology. Tencent, Alibaba, Baidu and other large Internet enterprises have successively set up their own online publishing groups, using their own resource advantages to integrate online books, network audio, online film, television, online games, and other business development. Network publishing will be fully integrated into the business strategy system. At the same time, with the trend of global media integration, the development of traditional publishing industry and network publishing industry in China is accelerating. The vigorous development of network publishing brings fierce market competition and a series of industry maladies. In the absence of strict censorship and effective supervision, online publications generally show rapid growth in quantity and uneven quality. At the same time, the problem of copyright protection and excessive entertainment of publishing format also affect the healthy development of the network publishing industry. Therefore, this paper focuses on the new regulations of China's network publishing, through the interpretation and induction of the concept of network publishing, summed up the characteristics and advantages of network publishing in the perspective of communication, and from the content production mode of network publishing. This paper analyzes three aspects of communication mode and marketing strategy, studies the operation mechanism of network publishing, probes into the problems existing in the current network publishing, and then puts forward the train of thought to optimize the network publishing.
【學(xué)位授予單位】：南昌大學(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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