【摘要】：隨著互聯(lián)網(wǎng)的深入發(fā)展和數(shù)字技術(shù)的進(jìn)步,傳統(tǒng)出版社面臨著前所未有的機(jī)遇和挑戰(zhàn),數(shù)字出版大潮來勢(shì)迅猛,紙質(zhì)書刊增長(zhǎng)乏力,只有進(jìn)行數(shù)字化轉(zhuǎn)型,才能更好地把握發(fā)展機(jī)會(huì)。但是僅僅依靠出版社自身的力量,難以建立起數(shù)字出版的產(chǎn)品線,在發(fā)展規(guī)模和綜合力量上有先天的劣勢(shì),但是出版集團(tuán)在資本和規(guī)模上占有得天獨(dú)厚的優(yōu)勢(shì),在數(shù)字出版轉(zhuǎn)型中能夠起到事半功倍的作用。筆者在本文中研究的是位于第二方陣的省屬出版集團(tuán):中原出版?zhèn)髅郊瘓F(tuán)(下文中簡(jiǎn)稱中原傳媒)旗下的上市公司一中原大地傳媒股份有限公司(下文中簡(jiǎn)稱中原大地傳媒)。通過對(duì)隸屬于第二方陣的出版集團(tuán)的數(shù)字化轉(zhuǎn)型狀況進(jìn)行梳理和分析,有助于對(duì)中型出版集團(tuán)的數(shù)字化發(fā)展規(guī)律形成全面的認(rèn)識(shí),總結(jié)中原傳媒在數(shù)字化轉(zhuǎn)型中存在的問題,以找到一條切實(shí)可行的發(fā)展路徑,對(duì)全國(guó)第二方陣的出版集團(tuán)都能產(chǎn)生一定的啟發(fā)作用。第一章是緒論部分,筆者介紹了研究背景、研究?jī)?nèi)容、研究方法和創(chuàng)新點(diǎn),國(guó)民閱讀方式的轉(zhuǎn)變已經(jīng)是大勢(shì)所趨,數(shù)字出版是未來的方向。筆者的研究對(duì)象是中原大地傳媒為數(shù)字化轉(zhuǎn)型的實(shí)踐,緒論部分對(duì)發(fā)展現(xiàn)狀和背景進(jìn)行了詳細(xì)地介紹。第二章,筆者詳細(xì)解讀了中原大地傳媒數(shù)字化轉(zhuǎn)型現(xiàn)狀。在第二章中,分析了中原大地傳媒的經(jīng)營(yíng)報(bào)表,總結(jié)出在數(shù)字出版方面的資金投入與產(chǎn)出關(guān)系,對(duì)中原大地傳媒的發(fā)展策略、數(shù)字轉(zhuǎn)型現(xiàn)狀、項(xiàng)目構(gòu)建和重點(diǎn)出版社的轉(zhuǎn)型實(shí)踐進(jìn)行闡述。第三章,筆者從宏觀和微觀兩個(gè)層次對(duì)中原大地傳媒在數(shù)字化轉(zhuǎn)型中存在的問題進(jìn)行了分析,用SWOT分析法對(duì)中原大地傳媒的內(nèi)在條件和發(fā)展環(huán)境進(jìn)行了第四章分析,總結(jié)出中原大地傳媒的問題主要表現(xiàn)為內(nèi)容資源欠缺、特色不鮮明、資金投入有限、戰(zhàn)略規(guī)劃不足、數(shù)字出版專業(yè)人才亟需引進(jìn)、盈利模式不成熟等。第五章,提出了解決中原大地傳媒在數(shù)字化轉(zhuǎn)型中所存在問題的對(duì)策,主要包括大力開展版權(quán)貿(mào)易與合作、內(nèi)容建設(shè)特色化戰(zhàn)略、引進(jìn)數(shù)字出版專業(yè)人才、充分利用網(wǎng)站和社交平臺(tái)等。從中原大地傳媒自身?xiàng)l件和外部環(huán)境的角度出發(fā),提出有針對(duì)性、特色化的發(fā)展對(duì)策,以推動(dòng)數(shù)字化轉(zhuǎn)型的早日完成。筆者在本文中以中原大地傳媒的數(shù)字化轉(zhuǎn)型為研究對(duì)象,通過訪談法、文獻(xiàn)調(diào)查法、個(gè)案分析法、SWOT分析法等對(duì)中原大地傳媒的數(shù)字化轉(zhuǎn)型實(shí)踐和問題進(jìn)行了總結(jié)和歸納,提出有針對(duì)性的發(fā)展策略,以期對(duì)出版集團(tuán)的數(shù)字化轉(zhuǎn)型提供有益的發(fā)展思路。毋庸置疑,中原大地傳媒在數(shù)字出版方面已經(jīng)取得可喜的進(jìn)步,而在發(fā)展中存在的問題則需要通過自我優(yōu)化和外部升級(jí)來解決,推動(dòng)數(shù)字化轉(zhuǎn)型更快更好地完成。
[Abstract]:With the further development of the Internet and the progress of digital technology, traditional publishing houses are facing unprecedented opportunities and challenges. In order to better grasp the development opportunities. However, relying on the strength of the publishing house itself, it is difficult to establish the product line of digital publishing, which has innate disadvantages in the development scale and comprehensive strength, but the publishing group has unique advantages in capital and scale. In the digital publishing transformation can play a multiplier effect with half the effort. In this paper, the author studies the provincial publishing group located in the second square matrix: the listed company of Zhongyuan Publishing Media Group (hereinafter referred to as Zhongyuan Media)-Zhongyuan Geodetic Media Co., Ltd (hereinafter referred to as Zhongyuan Geodetic Media). Through combing and analyzing the digital transformation of the publishing group belonging to the second square array, it is helpful to form a comprehensive understanding of the digital development law of the medium-sized publishing group, and to summarize the problems existing in the digital transformation of the Central Plains Media. In order to find a feasible way of development, the second square of the national publishing group can produce some inspiration. The first chapter is the introduction, the author introduces the research background, research content, research methods and innovation, the change of national reading style has been the trend of the times, digital publishing is the future direction. The author's research object is the practice of digital transformation of the geodetic media in the Central Plains. The introduction introduces the present situation and background of the development in detail. In the second chapter, the author interprets the status quo of digital transformation of geodetic media in Central Plains in detail. In the second chapter, the paper analyzes the management reports of Central Plains Geodetic Media, summarizes the relationship between capital input and output in digital publishing, the development strategy of Central Plains Geodetic Media, and the status quo of digital transformation. The project construction and the transformation practice of key publishing house are expounded. In the third chapter, the author analyzes the problems existing in the digital transformation of the Central Plains Geodetic Media from the macro and micro levels, and analyzes the internal conditions and the development environment of the Central Plains Geodetic Media by using the SWOT analysis method. It is concluded that the main problems of the geodetic media in the Central Plains are the lack of content resources, the lack of distinctive features, the limited investment of funds, the shortage of strategic planning, the urgent need for the introduction of digital publishing professionals, and the immaturity of the profit model and so on. In the fifth chapter, the author puts forward the countermeasures to solve the problems existing in the digital transformation of the Central Plains Geodetic Media, mainly including vigorously carrying out copyright trade and cooperation, the strategy of content construction characteristic, and the introduction of digital publishing professionals. Make full use of websites and social platforms. From the point of view of the conditions and external environment of the geodetic media in the Central Plains, this paper puts forward the development countermeasures with pertinence and characteristics in order to promote the early completion of the digital transformation. In this paper, the author takes the digital transformation of the geodetic media in the Central Plains as the research object, summarizes and summarizes the practice and problems of the digital transformation of the geodetic media in the Central Plains through the methods of interview, literature investigation, case analysis, SWOT analysis, etc. This paper puts forward some development strategies in order to provide beneficial ideas for the digitization transformation of publishing group. There is no doubt that the Zhongyuan geodetic media has made gratifying progress in digital publishing, while the problems existing in the development need to be solved through self-optimization and external upgrading to promote the digital transformation to be completed faster and better.
【學(xué)位授予單位】：南京大學(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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