产品三层次理论下专业出版社数字出版产品研究——以人民卫生出版社为例  

Research on Digital Publishing Products of Professional Publishing Houses Under the Three-level Product Theory—Taking the Peoples Health Press Co.Ltd as an Example

作　　者：周文琪 李德升 ZHOU Wenqi;LI Desheng(Beijing Institute of Graphic Communication,Beijing 102600,China)

机构地区：[1]北京印刷学院,北京102600

出　　处：《北京印刷学院学报》2024年第1期12-17,共6页Journal of Beijing Institute of Graphic Communication

摘　　要：在出版社向内进行内容资源的挖掘与重组之际,各类数字出版产品应运而生,数字出版产品具有可检索、传播效率高、可即时编辑的优势,贴合当下互联网时代知识需求的特征。本文以人民卫生出版社(简称“人卫社”)的数字出版产品为例,基于菲利普·科特勒(Philip Kotler)的产品三层次理论,分析其数字出版产品的优势与不足,并从生产者的角度总结专业出版社未来数字出版产品的研发策略。When publishing houses are digging and reorganizing content resources internally all kinds of digital publishing products emerge at the historic moment.Digital publishing products have the advantages of searchable,high transmission efficiency and instant editing,which fit the characteristics of knowledge demand in the current Internet era.This dissertation takes the digital publishing products of The Peoples Health Press Co.Ltd as an example.Based on the three-level product theory of Philip Kotler,analyzes the advantages and disadvantages of its digital publishing products and summarizes the research and development strategies of future digital publishing products of professional publishing houses from the perspective of producers.

关 键 词：数字出版产品 专业出版社 产品三层次理论 

分 类 号：G231[文化科学]