| 王明亮,刘学东,张宏伟,佟建国,吴晨,肖宏,魏晓宇,黄丽洋,王玮,于成瑶,佟昔.基于供需融合理念打造学术期刊转型升级的全媒体经营业态.编辑学报,2019,31(2):194-199 |
| 基于供需融合理念打造学术期刊转型升级的全媒体经营业态 |
| Integrating supply with demand to shape an all-media business model for the transformation and upgrading of academic periodicals |
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| DOI：10.16811/j.cnki.1001-4314.2019.02.021 |
| 中文关键词: 转型升级 重构业态 全媒体出版 融合运营 |
| 英文关键词: transformation and upgrading reshaping business model all media publication integrated operation |
| 基金项目: |
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| 摘要点击次数: 1115 |
| 全文下载次数: 895 |
| 中文摘要: |
| 经营业态总体上反映一个产业的经营结构、供需关系、运营方式和发展战略,其合理性、科学性决定着产业市场运行模式的成败。近20年来我国学术期刊已逐步形成以纸质版、网络与电子版多元发布的全媒体出版产品结构,但这同一内容的2种版本却一直分别由不同的供应链各自定价发行,人为地将一个市场裂解为2个市场,造成了价格脱离价值、市场相互抵消、边际成本上涨、营销模式混乱的状态,严重削弱了期刊的市场主体地位,扭曲了产业生态,牵制了期刊和图书馆等信息服务机构的数字化转型升级与高质量发展。为根本上破解这一制约产业发展的全局性难题,应构建供需合作共赢的“刊-网-馆”融合运营模式,大幅度降低产业运行消耗,打造学术期刊数字版云出版、传播和服务与纸质版集约化生产发行和馆配相结合的全媒体经营业态。 |
| 英文摘要: |
| Business model, as a whole, reflects the business structure, supply-demand relation, operation approach, and development strategy of an industry. Its rationality and scientificity determine the success or failure of the market operation model of an industry. Over the past 20 years, an all-media publication structure consisting of paper and on-line electronic editions has shaped up among China’s academic periodicals. However, the two versions with the same contents have been offered at different prices through different supply chains. As a result, the publication market is separated into two markets, which has led to prices’ deviation from value, conflicting markets, rising marginal cost, and messy marketing models. All these have seriously weakened the role of periodicals as main market players, distorted industrial ecology, and hindered the digital transformation and quality development of periodicals, libraries, and other information service agencies. In order to tackle the problem affecting the overall industrial development in a fundamental way, an integrated operation model featuring “periodical-network-library” for win-win cooperation should be established between the supply and demand sides. This solution has dramatically reduced industrial operation cost, and shaped an all-media business model of academic periodicals featuring the coordination between the cloud publication, transmission and services of the digital edition and the intensive production and publication and library delivery of the paper edition. |
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