【摘要】：近年來(lái),媒介融合的深入發(fā)展,媒體內(nèi)容的多元化呈現(xiàn),媒體形態(tài)的多樣化集合,打破了傳媒產(chǎn)業(yè)的界限,實(shí)現(xiàn)了媒體信息的立體化傳播。當(dāng)前,報(bào)業(yè)、廣電等傳統(tǒng)媒體業(yè)界、學(xué)界已經(jīng)對(duì)全媒體發(fā)展、運(yùn)營(yíng)在理論上做了深入的探討,實(shí)踐上進(jìn)行了多方面的探索,形成了比較成熟的運(yùn)營(yíng)模式。業(yè)界、學(xué)界許多人都在呼吁,“發(fā)展全媒體”是所有傳統(tǒng)媒體實(shí)現(xiàn)未來(lái)大發(fā)展的必然趨勢(shì)；更是必然的選擇。 這對(duì)于傳統(tǒng)出版社而言也不例外。向數(shù)字化出版開(kāi)始轉(zhuǎn)型和升級(jí)也是必然的趨勢(shì)和逃避不掉的選擇。當(dāng)前,部分傳統(tǒng)出版社突破傳統(tǒng)出版思路,以內(nèi)容提供商身份,紛紛尋找適合自身實(shí)際的全媒體數(shù)字出版模式。在這股新型出版浪潮中,有的還創(chuàng)造了不俗成績(jī),數(shù)字出版產(chǎn)值也屢創(chuàng)新高�！叭襟w出版”,作為一種新型的也已經(jīng)有人在探索的,數(shù)字化出版模式方興未艾,迅速改變著傳統(tǒng)出版格局。 本文第一章前沿和第二章對(duì)全媒體出版做了系統(tǒng)的闡述；第三章對(duì)全媒體出版的現(xiàn)狀和發(fā)展趨勢(shì)做了一個(gè)簡(jiǎn)要的梳理,一窺現(xiàn)狀;第四章使用SWOT分析方法對(duì)“全媒體出版”的優(yōu)勢(shì)與劣勢(shì)、機(jī)會(huì)與挑戰(zhàn)做了一番關(guān)聯(lián)性比較；第五章通過(guò)當(dāng)前部分出版社全媒體出版案例和數(shù)據(jù),總結(jié)其經(jīng)驗(yàn)和可行方法;第六章和第七章結(jié)合前五章分析基礎(chǔ)上,對(duì)出版社全媒體出版的贏利模式和運(yùn)作策略做了初步探討。 本文以“全媒體出版”為基點(diǎn),提出當(dāng)前傳統(tǒng)出版社的“全媒體渠道”策略。認(rèn)為出版社打通“全媒體出版”渠道,可以融合各種媒介傳播優(yōu)勢(shì),吸引相應(yīng)受眾群體,獲得相應(yīng)贏利空間。論文在充分借鑒部分傳統(tǒng)出版社全媒體出版案例經(jīng)驗(yàn)的基礎(chǔ)上,利用一定范圍的調(diào)查數(shù)據(jù),從宏觀比較和、微觀分析兩方面,探討了出版社“全媒體出版”的可行性以及價(jià)值所在,并系統(tǒng)地對(duì)全媒體出版內(nèi)容產(chǎn)品的適應(yīng)性和全媒體出版贏利模式、運(yùn)營(yíng)模式進(jìn)行了初步研究,力圖為我國(guó)出版業(yè)進(jìn)一步實(shí)施全媒體出版提供一些參考。
[Abstract]:In recent years, the in-depth development of media integration, the diversified presentation of media content, and the diversified collection of media forms have broken the boundaries of the media industry and realized the three-dimensional communication of media information. At present, the traditional media industry, such as newspaper industry, radio and television industry, has made an in-depth discussion on the development of whole media, operation in theory, and many aspects of exploration in practice, forming a more mature mode of operation. Many people in the industry and academia are calling for "all-media development" is the inevitable trend for all traditional media to realize the great development in the future; it is also an inevitable choice. This is no exception to traditional publishing houses. The transition and upgrading to digital publishing is also an inevitable trend and inevitable choice. At present, some traditional publishing houses break through the traditional publishing ideas and seek all-media digital publishing mode suitable for their own reality as content providers. In this new wave of publishing, some have also created good results, digital publishing output has also reached new highs. "all-media publishing", as a new type of publishing has been explored, digital publishing mode is in the ascendant, rapidly changing the traditional publishing pattern. The first chapter and the second chapter make a systematic exposition of all-media publishing. The third chapter makes a brief review of the current situation and development trend of all-media publishing, and the fourth chapter uses SWOT analysis method to compare the advantages and disadvantages, opportunities and challenges of "all-media publishing", and makes a comparison between the advantages and disadvantages, opportunities and challenges of "all-media publishing" by using the analysis method of all-media. The fifth chapter summarizes the experience and feasible methods through the case and data of all-media publishing in some publishing houses. Based on the analysis of the first five chapters, chapter 6 and chapter 7 discuss the profit-making mode and operation strategy of press all-media publishing. Based on "all-media publishing", this paper puts forward the strategy of "all-media channel" of traditional publishing houses. It is considered that publishing houses can integrate the advantages of all kinds of media, attract the corresponding audience and obtain the corresponding profit space by opening up the channel of "all-media publishing". Based on the experience of all-media publishing cases of some traditional publishing houses, the paper makes use of a certain range of survey data, from two aspects of macro-comparison and micro-analysis. This paper probes into the feasibility and value of publishing "all-media publishing", and makes a preliminary study on the adaptability of all-media publishing content products and the profit-making mode and operation mode of all-media publishing. This paper tries hard to provide some references for the publishing industry of our country to further implement all-media publishing.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G239.22

【參考文獻(xiàn)】

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本文編號(hào)：2442157