出版社数字发行的转型升级路径  

The way to transform and upgrade digital distribution of publishing house

作　　者：鹿峰 孙连嵩[1] LU Feng;SUN Lian-song(Harbin University of Technology Press Co.,Ltd.,Harbin 150006,China)

机构地区：[1]哈尔滨工业大学出版社有限公司,哈尔滨150006

出　　处：《黑龙江科学》2019年第9期138-139,共2页Heilongjiang Science

摘　　要：介绍了数字发行的概念,分析了数字发行的优势,如电子版直接投递给客户,节约了印刷和物流的成本及时间;无纸发行节约了纸张和油墨;电子版刊物的搜索非常方便容易,可在保持原有版式的情况下插入链接、视频、音频及互动项目,为读者提供更大的信息量。阐述了数字发行的转型升级路径即转变营销模式,摆脱固有的营销模式和营销思维,找好切入点,精准营销;树立分享思维,鼓励受众彼此分享,吸引受众群体积极参与到营销活动中;增加内容多样性,从多角度、多层面进行营销策划,满足不同读者的不同需求;利用互联网开放平台,挖掘和激发平台群体的潜力和参与热情;加强企业合作,借鉴优秀经验,摆脱固有思维模式。符合市场需求,了解受众群体的喜好与兴趣点,使发行产品符合市场需求。这样,可充分挖掘自身潜力,运用自身优势,抓住传统出版社数字化转型的契机,开拓出版社发展新局面。This paper introduces the concept of digital distribution. The advantages of digital distribution are analyzed: electronic version is delivered directly to customers,which saves the cost and time of printing and logistics. Paperless distribution saves paper and ink. The search of electronic publications is very convenient and easy. It can insert links,videos,audio and interactive items to provide readers with more information while maintaining the original format. It expounds the transformation and upgrading path of digital issuance: changing the marketing mode,getting rid of the inherent marketing mode and marketing thinking,finding a good entry point and precise marketing;establish sharing thinking,encourage the audience to share with each other,and attract the audience to participate actively in marketing activities;increase the diversity of content,carry out marketing planning from multiple perspectives and layers to meet the different needs of different readers;utilize the open platform of the Internet to tap and stimulate the potential and enthusiasm of the platform group;strengthen enterprise cooperation,learn from excellent experience,and get rid of the inherent thinking mode;in line with market demand,understand the audience’s preferences and interests,so that the distribution of products in line with market demands. Only in this way can we fully tap their own potential,use their own advantages,seize the opportunity of digital transformation of traditional publishing houses,and open up a new situation for the development of publishing houses.

关 键 词：出版社 数字发行 转型升级 路径 

分 类 号：G235[文化科学]