传统图书出版数字化转型动因及微观路径探析
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摘要
肇始于国外的传统图书出版数字化转型对国内出版转型实践产生了深刻的影响,技术发展推动阅读方式及产业链各环节发生巨变,产业政策的持续发力,数字出版产业数据给传统出版转型传导希望,思维方式创新和思想观念变革让新管理更具效益,这些动因推动着国内传统图书出版数字化转型从观望到深入实践探索。传统出版业转型在具体实践的微观路径方面,应找准转型路径的战略新起点,打造转型中的内容生产新流程,选择适合转型的营销新亮点,创设人才队伍建设新举措。
The digital transformation of traditional book publishing,which started in foreign countries,had a profound impact on the practice of domestic publishing transformation. Technological development has promoted great changes in the way of reading and the links of the production industry chain. The sustained development of industrial policies,the transmission of hope from digital publishing industry data to the transformation of traditional publishing,and the innovation of thinking and concepts has made new management more effective,driving the transformation of domestic traditional book publishing digitalization from wait-and-see to indepth practical exploration. The micro-path of the transformation of traditional publishing industry in specific practice is to find the strategic starting point of the transformation path,rebuild the content production process in the transformation,select new marketing highlights suitable for the transformation,and consolidate the construction of talent team.
The digital transformation of traditional book publishing,which started in foreign countries,had a profound impact on the practice of domestic publishing transformation. Technological development has promoted great changes in the way of reading and the links of the production industry chain. The sustained development of industrial policies,the transmission of hope from digital publishing industry data to the transformation of traditional publishing,and the innovation of thinking and concepts has made new management more effective,driving the transformation of domestic traditional book publishing digitalization from wait-and-see to indepth practical exploration. The micro-path of the transformation of traditional publishing industry in specific practice is to find the strategic starting point of the transformation path,rebuild the content production process in the transformation,select new marketing highlights suitable for the transformation,and consolidate the construction of talent team.
引文
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[2]心蓝.2010数字出版竞争加剧[N].出版商务周报,2011-2-19.
[3]中国互联网络发展状况统计报告[R].北京:中国互联网络信息中心,2016:1.
[4]中国出版网讯.第十三次全国国民阅读调查数据在京发布[EB/OL].http://www.chuban. cc/tpxw/201604/t20160419_173544.html.2016.4.19
[5]第十五次全国国民阅读调查数据发布,有很多新发现[N].中华读书报,2018-04-18.
[6]郭旭.传统出版业在新媒体环境下的危机与对策[J].东北师大学报(哲学社会科学版).2012(6):254-256.
[7]段维,严定友.“互联网+”时代出版选题策划新思路[J].中国出版.2016(1):14-17.
[8]梁春芳.从“做嫁衣”到“决策人”的角色转换———编辑选题策划在图书编辑规程中的重要性[J].编辑学刊.2007(5):
[9]龚赛群,余红.科技期刊转企改制的对策研究[J].中南林业科技大学学报(社会科学版),2012(5):84-87.
[10]肖东发.按需出版是出版的趋势和方向[J].出版广角,2012(8):4.
[11]蔡玉沛,姚怡云.按需出版:发动未来出版的“绿色引擎”———以知识产权出版社为例[J].编辑学刊,2014(3):22-27.