【摘要】：隨著移動互聯(lián)網(wǎng)時代的快速發(fā)展，越來越多的人逐漸放棄傳統(tǒng)圖書，，轉(zhuǎn)而通過手機進行讀書、看報、瀏覽即時信息等閱讀行為。拿著手機閱讀不僅代表著一種新時尚，更代表著人們利用“碎片化”時間讀書看報的習(xí)慣已逐漸養(yǎng)成，它隨時隨地、圖文并茂、有聲有色的優(yōu)勢讓手機出版產(chǎn)業(yè)打開一片巨大的藍海。 目前手機出版雖處于起步階段，但它的出現(xiàn)不僅豐富了出版的模式，也為人們的閱讀和消費方式提供了更多的選擇。手機出版是一種以手機作為主要閱讀工具，以通信運營商或互聯(lián)網(wǎng)為媒介，將文字、圖片、視頻等信息經(jīng)過軟件處理、數(shù)據(jù)交換，在客戶端(手機)或互聯(lián)網(wǎng)服務(wù)器（軟件終端）存儲，然后進行瀏覽、學(xué)習(xí)、使用的新型出版方式。手機出版的優(yōu)勢在于它集交互功能、多媒體功能、跨時空傳播、信息檢索功能及娛樂功能為一身，使出版實現(xiàn)了個性化、立體化、即時性和廣泛性服務(wù)。因此，手機出版在很大程度上拓寬了出版的范圍和邊界，使出版文化形態(tài)呈現(xiàn)出高度自由、開放的局面。 本研究對手機出版的界定是，具有合法出版資格的出版機構(gòu)或者擁有合法地位的手機內(nèi)容供應(yīng)商或其他商業(yè)實體，以手機為載體，以移動通訊網(wǎng)絡(luò)為流通渠道，出版銷售數(shù)字出版物的行為。 本文在對手機出版及其產(chǎn)業(yè)模式現(xiàn)狀進行分析綜述的基礎(chǔ)上，沿著產(chǎn)業(yè)平臺的兩條主線——電信運營商參與平臺和APP應(yīng)用（應(yīng)用商城）平臺，提出創(chuàng)新性的相關(guān)手機出版產(chǎn)業(yè)模式：手機出版“一站式”產(chǎn)業(yè)模式和基于APP應(yīng)用的“云端”營銷模式。 手機出版“一站式”產(chǎn)業(yè)模式主要依托電信運營商，探索以“內(nèi)容+平臺+終端+互動”的產(chǎn)業(yè)模式，從內(nèi)容、渠道合作、終端等角度進行開拓，從數(shù)字出版商、運營商與渠道合作模式和手機出版運營商自有渠道的盈利模式兩個維度開展分析；APP應(yīng)用的“云端”營銷模式即建立統(tǒng)一的、在線數(shù)字出版綜合服務(wù)云出版平臺，使分散的、碎片化的出版資源整合成整塊的“云”，出版商和渠道商都可以通過“云平臺”獲取和應(yīng)用資源，將手機出版產(chǎn)業(yè)與云計算應(yīng)用緊密聯(lián)系，并探索與物聯(lián)網(wǎng)應(yīng)用、手機支付等的手機全功能化應(yīng)用有機結(jié)合，結(jié)合對目前中國移動公司手機閱讀經(jīng)營模式分析，對手機出版模式的研究提出戰(zhàn)略性建議，并對今后可能遇到的問題進行了警示和相關(guān)探討，總結(jié)出一套較為完善的“手機出版”產(chǎn)業(yè)模式理論，以期為中國手機出版產(chǎn)業(yè)多元化、健康化、快速化發(fā)展做出積極貢獻。
[Abstract]:With the rapid development of the mobile Internet era, more and more people gradually give up traditional books and read books, read newspapers, browse instant messages and other reading behaviors through mobile phones. Reading with a mobile phone not only represents a new fashion, but also means that people have gradually formed the habit of using "fragmented" time to read and read newspapers, which is full of pictures and texts anytime, anywhere. Colorful advantages let the mobile publishing industry open a huge blue sea. At present, mobile phone publishing is in its infancy, but its appearance not only enriches the publishing mode, but also provides more choices for people's reading and consumption patterns. Mobile phone publishing is a kind of mobile phone as the main reading tool, using communication operators or the Internet as the medium, text, pictures, videos and other information through software processing, data exchange. Store on the client (mobile phone) or Internet server (software terminal), and then browse, learn, and use a new publishing method. The advantage of mobile phone publishing is that it integrates interactive function, multimedia function, cross-space communication, information retrieval function and entertainment function, which makes publishing realize personalized, three-dimensional, immediate and extensive services. Therefore, mobile publishing broadens the scope and boundary of publishing to a great extent, and makes the publishing culture form show a high degree of freedom and openness. The definition of mobile phone publishing in this study is that the publishing organization with legal publishing qualification or the mobile phone content supplier or other commercial entity with legal status takes the mobile phone as the carrier and the mobile communication network as the circulation channel. The act of publishing and selling digital publications. On the basis of analyzing and summarizing the present situation of mobile phone publishing and its industrial model, this paper follows the two main lines of the industrial platform, the telecom operator participation platform and the APP application (application mall) platform. This paper puts forward the innovative mode of mobile phone publishing industry: the "one-stop" industrial model of mobile phone publishing and the "cloud" marketing model based on APP application. The "one-stop" industrial model of mobile phone publishing mainly relies on telecom operators to explore the industrial model of "content platform terminal interaction", from the perspective of content, channel cooperation, terminal and so on, from the perspective of digital publishers. The cooperation mode between operators and channels and the profit model of mobile publishing operators' own channels are analyzed. The "cloud" marketing model of APP application is to establish a unified, online digital publishing integrated service cloud publishing platform, so that decentralized and fragmented publishing resources can be integrated into a whole "cloud". Publishers and channel operators can access and apply resources through the "cloud platform", link the mobile publishing industry closely with cloud computing applications, and explore the organic combination of mobile phone fully functional applications such as Internet of things applications, mobile phone payments, and so on. Combined with the analysis of the current mobile phone reading business model of China Mobile Company, this paper puts forward some strategic suggestions on the research of mobile phone publishing mode, and makes a warning and related discussion on the problems that may be encountered in the future. This paper summarizes a set of perfect theory of "mobile phone publishing" industry model, in order to make positive contributions to the diversified, healthy and rapid development of China's mobile phone publishing industry.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G237.6-F

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