快三吉林

出版业五大剧变,你怕了吗?

时间: 2017-11-29 作者: 周贺 来源:快三吉林_快三下载---首页_Welcome

zaironghefazhanrijianshenhuadeshidai,chubanyezhengzaibianhuahuoshibibianhuadeshishenme?shizhongbubiandeyoushishenme?quanguozhengxieweiyuan、taofenjijinhuilishizhangniezhenningcengzai《shuzishidaichubanyedebianyububian》yiwenzhong,congtizhi、linian、jingyinghanliang、rencaisigejiaodulunshulechubanyedebianyububian,tashuo: “zheishiyigeshuzijishubuduanchuangxindeshidai,shuzijishuhaihuijirenleidailainaxiegaibian,kuaisanjilinbudeerzhi。renhejingzhideduanyan,douxiandeguoyuqinglv。”

chengran,xinxijishudefazhanchaohuxiangxiangdigaibianlekuaisanjilindeshenghuo,yegaibianleyushenghuoxixixiangguandegexinggeye,chubanyeyebunengliwai。zaozai2000nianqianhouhulianwanggangjueqishi,changshuaichubanyedelunduanjiucengchubuqiong,qiebushuozheizhonglunduanshifouhuichengweixianshi,bukefourendeshi,xinxijishuweichubanyedailaitiaozhandetongshi,yedailailejiyu。

1999nian,dangdangshangxian,tushuxiaoshouqudaogejukaishifashengbianhua;2007nian,yamaxunkindlewenshi,dianzhishubeirenweishichubanyedediercigeming;2010nianqianhou,zhinengshoujizaiguoneipuji,yidonghulianwang“suishisuidi”desuipianhuayueduduibaokuochubanyezaineidezhenggewenhuachanyezaochenglejudachongji;2012nian,weixingongzhonghaoshangxian,xinmeitiwanfazaicishuaxinchubanrende“shijieguan”;2016nian,zhishifufeifengchaochuqi,zhishishequ、shejiaopingtai、xinwenmeitidengfenfenruju,chubanyezaizhishifufeilingyuyiran“manlebanpai”……

weiyibubiandeshibianhua。zaixinxijishugaosufazhandedangxia,zheijuhuagengxiandechongmanlebianzhengweiwuzhuyidezhesi。guangxishifandaxuechubanshejituandangweishuji、dongshizhangzhangyibingrenwei,dangxiadeshidaibiangeduiyuchubanyedeyingxiangshixitongxingde、quanfangweide,zhuyaotixianzaixingyefazhanmoshi、gejuheshengtaidengfangmian。youqishirixinyueyidexinjishubuduancuishengchuxinsilu、xinmoshi、xinyetai,tuozhanchubanyefazhanlujinghekongjiandetongshi,yeduichubanxingtai、chuantong、jingyan、moshidengxingchenglequanfangweidetiaozhan,shenzhidaozhichubanyetai、yinglimoshidengfashengzhongdagaibian。erchubanyeyejianghuizaijishubiangezhongchixufazhan。

变化一: 读者阅读需求的变化天翻地覆

zuozhe-chubanshe-qudao-duzhe,zaizheigechuantongchubanchanyelianzhong,duzheshitushudezhongduanyonghu,yeshiyibenshushixianqiwenhuachuanchengjiazhidezhongdian。dangyidonghulianwangchengweirenmenshenghuobukehuoquedeyibufenshi,neirongyuduzhezhijiandeguanxifashenglejubian。zhengruzishenchubanren、weilaizhiyinceolujunsuoshuo,jintiandeduzhebianchenglejiyonghu、neirongshengchanzheheneirongchuanbozheweiyitidejiaose,zheiyejiuyiweizhecengjingyineirongweizhongxindeshidaixingjiangjieshu,yigeyiyonghuweizhongxindeshidaiyijingdaolai。

由纸质阅读变为复合型阅读。快三吉林中国新闻出版研究院《第十五次全国国民阅读调查分析报告》显示,2017年快三吉林国成年国民人均纸质书阅读量为4.66本,人均电子书阅读量为3.12本,数字化阅读方式的接触率为73.0%,较2016年的68.2%上升了4.8个百分点。其中,59.7%进行过网络在线阅读,71.0%进行过手机阅读,14.3%在电子阅读器上阅读,12.8%使用Pad(平板电脑)进行数字化阅读,63.4%进行过微信阅读。阅读方式的多元化使得纸质书不再是读者接触知识和文化的唯一途径,相反,许多比纸质书更便捷和智能化的阅读方式,抢夺了读者的大部分阅读时间。尤其是以音视频为主要形式的知识付费大热之后,读者的阅读途径日渐丰富。

由无差别接收变为个性化匹配。在改革开放之前的很长一段时间内,图书都是一种稀缺资源。现在每年平均20多万种的新书数量,使得读者不再无书可看,反而因书太多不知道如何选择。当产品供应越来越丰富,买方市场日渐形成时,读者的选择性增强,更倾向于阅读自己真正感兴趣的内容,“可看可不看”的内容真的就不会再看。读者的阅读需求从面变成了点,即便是一本虚构类作品,能够打动的人群也非常有限。在这种情况下,细分垂直类图书产品更能得到市场和读者的青睐。

由被动接受变为主动选择。快三吉林以前,在出版业的产业逻辑中,作者和编辑是内容生产的主导者,出版方提供什么书,读者就读什么书;但在读者愈加细分的当下,如果仍然遵循这样的产业逻辑,出版业就真的要“夕阳西下”了。内容生产者必须充分尊重和考虑读者对于图书和内容的需求,依据读者画像,生产适销对路的图书产品,这也是出版业供给侧改革的关键所在。

变化二: 产品形态日渐趋于融合

wuxingdeneirongxuyaoyikaoyouxingdezaitijinxingchuanbo。suizheshehuijingjishuipingdefazhanhejishushouduandejinbu,neirongchanpinxingtaicongzuichudezhujian、jinbojinhuadaozhizhang,youfazhandaocidai、guangpan、yingpan、yuncunchu,meiyicigengxinhuandai,doubansuizhexiaofeishichangdexiaofeishengji。

xishuchuanboshi,kuaisanjilinhuifaxian,qianyizhongzaitibeihouyizhongzaitiqudaideshijianyuelaiyueduan,sihucidaiheguangpanmeiyouliuxingduojiu,zhinengshoujiheyuncunchujiulaile,xingainianhexinwanfacengchubuqiong,shaobuliuyi,jiuhuibeishidaipaoqi。shanghaiyuandongchubanshezongjinglicaojianrenwei,muqian,chubanwuyijingbuzaidaliangyikaozhizhanghuocipan、guangpandengcailiao,dianzishu、shujuku、youshengshu、zhishifufeikecheng、hunhexianshi(mr)chubanwudengchengweiduzhexiwenlejiandechubanxingtai。

bujinruci,chubanwuyebuzaiyidanyidexingtaichuxianzaiduzhemianqian。guoqu,yibenshuzhuyaotongguowenzijiangneirongchengxianjiduzhe;xianzai,chubanjigoutongguoerweima、ar/vrdengjishu,yonggengweilitizhiguandefangshijiangneirongchengxianjiduzhe,huozheyishuzhongneirongweijichuyanshenchugengweifengfudezhishihewenhuaneihan。

biru,shixiazaijiaoyuchubanlingyudaredearjiaocai,yongxinyingyouqudexinxingshichengxianzhizhijiaocaizhongdeneirong,rangshuzhongdedongwu、zhiwu、renwu、dilixianxiangdongqilai,duzhekeyishenlinqijingditiyanzheixie3dneirongbingjinxingyouxiaohudong。shidechuantongdedanxiangjiaoxuezhuanbianchengshuangxiangdehudongshijiaoxue。zaibiru,chubanyuzhishifufeipingtaidejiehe,qunianniandi,“luojisiwei”genjuwaijiaoxueyuanjiaoshoudexueshulunwen,cehuadazaoleyikuanzhishifufeichanpin——《zhongguoshigang50jiang》,tongshiyuguangxishifandaxuechubanshehezuochuban《shuniu》yishu。tongyangdeneirong,zaichuanbozaitishangshixianlechayigongcunheronghegongsheng,zuidaxiandudimanzubutongduzhedeyueduxuqiuheyueduchangjing。jiezhimuqian,《zhongguoshigang50jiang》gongyouchaoguo50wanrenshouting,《shuniu》yishudexiaoliangyida16wance。

快三吉林zaichubanwuchanpinxingtaiyoudanyiquxiangronghedeguochengzhong,chubanrenyouqishibianjidezuoyongxiandeyouweizhongyao。caojianbiaoshi,zaibiangeshidai,anbujiuban、zhuguanrenshibudaowei、buyuankaituobiangedebianjiyijingwufashiyingdangxiaxingshi,bianjibixujubeizhudongdiaozheng、jijishiyingxinjishuhexinchubanhuanjingbianhuadeyaoqiu,buduanyouhuazishenyimouqiuchubandechuangxinfazhan,fahuichuangxinqudongliliang。zheijinianyongxiande“hulianwang+chuban”“rengongzhineng+chuban”“3ddayin+chuban”“zhishikuaisanjilin+chuban”“shujuku+chuban”“zhongchou+chuban”“ip+chuban”deng,wuyibushichixuchuangxindejieguo。

变化三: 编辑向产品经理的职能转变

bianjizheigezhiye,jubeitianrande“kuajie”xingzhi。suizhe“hulianwang+”zaigexinggeyedechendian,bianjiliyingzaironghehekuajiefazhanzhonggengjuyoushi。zhongguofunvchubanshefushezhangjiangzherenwei,dangxia,bianjiduiyuxuanti、zuozhedepingpanbiaozhunzaibian,bianjizhinengyexiangchanpinjinglizhuanbian,“zheizhonggaibianfashengyumeitianderichanggongzuoxijiezhong”。

快三吉林zairenmenhuoquxinxiqudaojiaoweidanyideshidai,bianjidexuanticehuafangshihefangxiangxiangduiguding。dandaole“hulianwang+”shidai,bianjijikeyitongguogezhonggeyangdequdaowajuejubeichangxiaoqianzhidecaogenzuozhe,yekeyitongguohulianwangshejiaopingtaizhijiejiechuxingyedaka,jinercehuaxuanti。keyishuo,youlehulianwang,bianjizhaodaozuozhedejihuishijundengde,danmianduitongyangdezuozhehexuanti,nengzuochushenmeyangdechayixingzeshixindekaoyan。

快三吉林guoqu,dajiarenweihaobianjishizajia,duimeigelingyudezhishidouyaoyousuolejie;erxianzai,chucizhiwai,haobianjihaibixushichanpinjingli,tongxiaoyineirongcehuaweijichudegezhongtuiguangfangshi、qudaocelve,shenzhihaiyaokandaotushuneirongbeihoudeshangyejiazhiyanshen,bingshanyuliyonghulianwangrangtushuneirongshixianzengzhi。zhengrucaojiansuoshuo,chuantongchubandexinxihua、shuzihuayijichuantongbianjizhuanxingdeqinshenjingli,duibianjizhiyenenglitichulehengaodeyaoqiu,shenkedigaibianlebianjichubandesiweimoshi。shuzihuasiwei、hulianwangsiwei、duomeitisiwei、zhishikuaisanjilinsiwei、ipsiwei、“yangmaochuzaigoushenshangrangzhumaidan”deguannian,yijingrongrubianjidesiweitixi,dapichubanrenzhengzaichengweijishuxichuantongchubanliuchengyounengshulianyunyongshuzichubanjishudefuhexingrencai。

快三吉林jinnianlai,chubanjigoufenfentongguodiaozhengjizhijifabianjidezizhuxinghejijixing,cushibianjishixian“hulianwang+”shidaidezikuaisanjilinchengzhang。ruershiyishijichubanshejituanyituo《dazhonghuaxunbaoji》zheiyiyouzhitushuchubanziyuan,yibianjibuweizhudao,zujianxiangmuzuguihua、yanfaheweihu“dazhonghuaxunbaoji”pinpai,zaiyunyingshangshixianzhizhitushu、yingshidongman、shuziyuedu、wangzhankuaisanjilin、wenchuangchanpinquanyetaidehudong。anhuishaonianertongchubanshe(jiancheng“anshaoshe”)zeyifangmianqiangzhiyaoqiubianjibuduizhongdianxuantitongshicehuachuantongheshuziliangzhongfangan,lingyifangmiantongguoduishuzichanpinercitichengdefangshi,gulibianjishiyingxinxingshi,shixianzhuanxing。zaizheiyangdejizhijilixia,anshaoshezaironghefazhanfangmianqudelebusudechengji: 2017nianshuzichubanxianshangshourutupo1000wanyuan,shuzichubanpingtaiyonghuchaoguo100wanren。

“hulianwang+”zaojiuleyigebuquedingdeshidai,bianjibixuzhudonggaibianheronghe,zuodaoyanguanliulu、ertingbafang,fangdishenziquqingtingheganshou,nulitishengzijizaixinshidaidechubannengli,kuozhanshiye,lianjiufaxianxinshiwudeganzhiliheshenmeimingandudeng。zhiyouyichubanweipingtaizhudongronghe,fangbuhuiyouchujuzhiyu。

变化四: 内容生产和传播方式的多种可能

suizhe“hulianwang+”shidaineirongshengchanshouduanzhuanxiangshuzihua,fuzhihefaxingyebiandeqingeryiju,shouji、dianziyueduqidengshebeijishirangduzhejiechuchubanwudechengxianpingtai,yeshichubanwufuzhifaxingdeshixianpingtai。yucitongshi,renrendoukeyichengweixinxiyuan,getinenglibeichongfenjihuo。kuayueshikongdepengyouquan、shejiaoqun,zhengzaichengweishengchanneironghechuanboneirongdegaosutongdao。

duzhexuqiucujintushuchanpindiedai。zaicehuaxuantishi,chubanjigouwangwanghuitongguoshichangdiaoyanlejieshichang。“hulianwang+”shidai,zheizhongshichangdiaoyankeyijiezhugengjingzhun、shishidejishushouduanshixian。chubanjigouzaiduiduzheshujujinxingfenxihou,genjuduzhedeyuedupianhaohuozhiqizhenzhengxuqiu,jinercehuachufuheduzheqianzaixuqiudechanpin;duzheduitushudeyijianyekeyigengzhijie、gaoxiaodifankuijichubanjigou,bianyutushudehouxuxiudinghuozaiban。

读者生产内容,读者传播内容。当下,伴随着自媒体的涌现,出版主体的泛化使得人人可以参与内容创作,更多的作品得到了出版机会。互联网的便捷性和大众化,使读者能方便地在互联网上创作内容,并利用互联网渠道传播内容。创作平民化的趋势日渐凸显。火爆一时的乐评书《听什么歌都像在唱自己》就是UGC模式的产物,这本书将网易云音乐中的优质用户评论整理集结出版,“音乐手账+乐评”的形式创新了图书形态,且由于用户群体的高度集中和黏性,首批1万册1天售罄,第一次加印又迅速脱销。

tongshi,“hulianwang+”shidairenyizuhededongtaichuanbomoshishideduzhebuzaishibeidongdejieshouzhe,ershiyoulegengdadechuanbozizhuxing,meigeduzhedoukenengshiyigechuanbozhongxin,youcierchanshengdequancengxiaoyingbukeguliang。

全媒体、全渠道、全介质的精准营销。快三吉林传统的线下营销、借助传统媒体的营销以及滞后于图书出版的宣传推广都已经跟不上市场竞争形势,新华文轩出版传媒股份有限公司信息总监张践认为,移动互联网的发展使得消费变成了一种随时随地可能发生的行为,满足读者需求的方式要多种多样,相应的营销方式也要随之变得立体多元。“读者现在可以通过手机、平板电脑等端口,随时产生图书购买行为。读者接触到的任何端口都可能成为营销场所,快三吉林要不断发现营销端口。”曹建也表示,线上营销、借助新媒体的营销、出版流程中就要开展的营销以及读书会等其他渠道的营销成为必选项,综合这些营销手段的全方位立体营销成为主流营销形态,多元化的营销环境构建了媒介融合的大营销体系,产业链的共生和跨界已成为大势所趋。

dangran,quanfangweilitihuadeyingxiaobudengyuwuchabiechuanbo,duzhedegexinghuaxuqiuyaoqiuchubanjigoudeneirongshengchanheyingxiaodouyaozoujingxihualuxian,lixingzhiguandihuodeduzhehuaxiang,binggenjuduzhehuaxiangfenxichuchayihuaxuqiu,jinerduineirongchanpinheyingxiaofangshizuochuhelishaixuan,zhizuobutongdeyingxiaofangan,jidaditishengyingxiaojingzhunduheyingxiaoxiaoguo。

变化五: 出版机构盈利模式在不断创新

chubanjigoudeyinglimoshishizhiqishouzhilaiyuanhexiangyingdeshouzhifangshi。jiandanlaishuo,jiushiqiancongnaerzhuan?zhuanqiandefangshishishenme?

在联网出现之前,出版机构的盈利模式非常单一,就是靠图书销售,有期刊的出版机构可能还有一部分广告收入,几乎再无其他营收来源。但当下出版机构的盈利模式发生了巨变: 一方面,以固有盈利模式为基础,向产业链上下游延伸。如不少出版机构开设社办书店、天猫旗舰店、微店等,既可以实现一定程度的盈利,也可以积累读者大数据,为后续的用户经营打下基础。

另一方面,尝试基于图书产品的再开发,与其他产业深度融合。快三吉林第一,数字化转型升级。包括运用新兴技术手段,增加图书附加值,如岳麓书社的名家演播版《四大名著》;通过数据库的搭建,整合图书内容资源,为特定人群提供内容快三吉林,如上海交通大学出版社的“东京审判数据库”。第二,知识内容的快三吉林化。2014年,中信出版集团采用众筹出版的方式出版了《周鸿祎自述: 快三吉林的互联网方法论》一书,一个月内众筹金额突破160万元,众筹销售图书6万册。读者参与众筹,分享的不只是1本图书,还有2场巅峰对话、4场独立演讲、20份商业计划书的点评指导、2场小型沙龙和2场私密午餐会。

zhongchoumoshisuiranyizhujianyuanqu,danzheizhongyitushuweijichuyanshengchudeneirongkuaisanjilinhuayinglimoshiquerijianbeichubanrensuojieshou。2017nian,shangwuyinshuguanyushanghaishangdishuzichubankejiyouxiangongsihezuotuichu“xinhuazidian”app,tongguohanzidejiansuohebianshigongnengmianxiangyonghushoufei。archubancongyezheanfushuangcengzheiyangpingjiazheizhongyinglimoshi: “chubanjigouyizijideneirongyoushiyujishugongsihezuo,jiangzhizhichubanwujinxingyidonghua,chengbengongdan,lirungongxiang,zheishiyigeshuangfanggongyingdelianghaoyinglimoshi。”

chubanyedebianyububian,shiyigeyonghengdehuati。zaijiangzhekanlai,jinnianlai,chubanyezaihuiguibenyuan,congpinguimo、pinzhongzhuanxiangzhongxiaoyiheneirongzhiliang,tushuchubandezhenzhengjiazhizhengzaibeiyeneiwaizhongsu。erwulunshidaizenyangbianqian,chubanyechuanchengwenming、chuanbowenhuadebenzhishiyiyiguanzhide,zhengruniezhenningsuoyan,tigaoquanminzudewenmingsuzhishichubanyedemubiaohebian,“hulianwang+”shifangfahedaodabiandeqiaohuochuan,“bianbubian,shiyongqiao、chuan、pifating,doushisuishikebiande。chubanyeyaoduguozheitiaonanyijiayudejishuzhihe,tangbunengyouxiaotuijinlinian、jingyinghejishudebianhua,neime,daodabiandemubiaojiangchengweiyigekongxiang,zuihouyoukenengdaozhiquanmianbengpan。”

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