【作者】 张弛；

【导师】 钟瑛；

【作者基本信息】 华中科技大学 ， 传播学， 2015， 博士

【摘要】 在大数据时代,中国出版产业面临着新的业态转型和产业链重构的艰巨任务。如果说互联网通过重塑人类交往方式而改变了传统的出版生产体系和市场体系,那么,大数据则通过改变人类社会的信息和数据处理方式进而改变着传统的出版生产体系和市场体系。出版业兼具信息产业、文化创意产业和新闻传播业等多重属性,是以内容和服务创新为特征的知识型产业类别。大数据时代的大数据技术、大数据科学、大数据思维和大数据平台都特别适用于出版业进行知识创新和信息传播。当前,在中国进行以知识创新推动产业升级,着力建设“创新型国家”的大背景下,大数据是中国出版产业进行业态创新和产业链重构的必然选择。研究大数据条件下中国出版产业链的重构问题涉及传播学、出版学、产业链理论以及大数据理论等多学科理论。在大数据条件下,“按需出版”、“按需印刷”、“自主出版”、“众筹出版”等新出版模式不断出现,揭开了大众传播与分众传播关系的新篇章,大众传播与分众传播并存是大数据时代传播学融合的创新基础,分众传播体系和大众传播体系不是取代关系,而是并存关系,只是这种并存关系随着环境的变化在不断此消彼长。在大数据时代,“媒介即人”的传播学理念有了进一步的诠释,“数字的本质是人,数据挖掘就是在分析人类族群自身”,因此,基于大数据的“定制出版”,“分众出版”、“碎片化出版”等新出版方式的出现揭示着从聚众时代的人类族群到分众时代的人类族群关系的变化。大数据时代出版产业链的重构有三个维度：出版价值链维度、出版供需链维度和出版空间链维度。出版价值链是出版产业链价值关系的维度表达,出版供需链是出版产业链供需关系的维度表达,出版空间链是出版产业链空间关系的维度表达。任何产业活动都存在价值关系、供需关系和空间关系,出版产业也不例外,也存在着价值关系传递、供需关系关联和空间关系变迁。基于大数据进行出版价值链重构,其所运用的大数据原理包括：一是基于大数据的“相关性”理论推动出版价值链重构；二是基于大数据的“全数据原理”推动出版价值链重构；三是基于大数据的“第四范式”推动出版价值链重构。发挥大数据价值功能重构出版价值链的基本任务：一是基于大数据关系理解功能创新出版产品形态组合：二是基于大数据的用户挖掘功能创新市场用户组合;三是基于大数据的信息挖掘、用户挖掘和关系理解综合功能再造出版价值链结构。重构的立体、多元、网状的价值链可以尝试用2+++模型来概括,即2种介质(纸介质+光电介质)2种资源(内容资源+数据资源)、2种服务(产品服务+体验服务)。基于大数据对出版供需链进行重构的逻辑是：一是作为稿源的出版资源生长逻辑的转换；二是作为供需链驱动力的产业发展逻辑的转变；三是作为供需终端的市场成长逻辑的转换。基于大数据建构的出版供需链模型是立体、多维、柔性的网状结构,这种出版供需链可以尝试用2+++模型来概括,即2种作者稿源(专业作者+业余作者)、2种出版生产方式(标准出版+按需出版)、2种市场划分(大众市场+分众市场)。基于大数据进行出版空间链的重构,其基本任务：一是在出版产业层面实现出版地域空间和出版网络空间新组合以及凭藉“三业融合”扩大出版产业运行空间范围；二是在出版业务层面实现有限空间向无限空间以及单业务空间向多业务空间的拓展。基于大数据建构出版空间链有两个新的构造,一是存在空间+选择空间+活动空间的网络空间构造,二是纸质版+网络版+手机版的媒介空间构造。基于大数据实现出版产业链重构,存在着诸多不同层面的障碍和问题,但大数据时代中国出版产业链的重构是大势所趋,而基于大数据的出版产业链重构的产业形态应该是智能出版。智能化是大数据应用的高级境界,如果说大数据时代城市化的出路是“智慧城市”,商业化的出路是“智能商务”,那么,出版现代化的出路则是“智能出版”。更多还原

【Abstract】 It is a necessarity for chinese book industry to take out a change of business mode and a reconfiguration of book chain in the era of Big data. If the internet remodels the conventional book market and book industry by changing the way of human communication,Big data remodels the conventional book market and book industy by changing the way of processing the datas and the informations in the human life.Book industry is information industry,book industry is culture creating industry and book industry is communication industry too.Book industry is knowlege industry which is charaterised by the content and service creating.It is suitable for book industry to disseminate knowleges and to distribute information by using big data sciences,big data technologies, big data thinkings and big data platforms.According to the policy of industry upgrading by knowlege creating for a innovative China, Chinese book industry has no other choice but to big data for book business remodeling and book chain reconfiguration.Chinese book chain reconfiguration is based on communication,publishing,industry chain and big data.so many modes come up as well as"publishing on demand","print on demand","self-publishing" and "crowd publishing" in the era of big data. Focus communication and mass communication converge to innovate communication mode by big data. Focus communication and mass communication are compatible,each one has its own role to play.It is explicited more clearly the mind of "media is human" in the era of big data, the nature of data is of human, data mining is just for human behavior analysing",so The innovations of book industry as well as "publishing on demand","sub-publishing "and "publishing in fragments" signifies the change of way for human to get information.They like to be customized.The reconfiguration of chinese book chain is a3D configuration which involves value chain reconfiguration,support chain reconfiguration and space-to-space link.The value chain in book industry represent the correlations in creating value entre all book industry participants from authors to publishers,from distributors to retailers, The support chain in book industry represents the correlations in support entre all book industry participants from authors to publishers,from distributors to retailers, The space-to-space link in book industry represents the correlations in space entre all book industry participants from authors to publishers,from distributors to retailers.The theory of value chain reconfiguration for Chinese book industry by big data involves big data correlation,big data integrity and the fourth paradigm.The ways to reconfigure the value chain for Chinese book industry are to innovate the mode of combination for publications (physical publications+virtual publications, payment publications+no payment publications)by big data coorelation, which are to innovate the mode of combinationfor customers (target customers+no target customers) and for users (payment users+no payment users)by big data mining, which are to build a vertical value chain (value chain in the company+value chain out of company)and a multi-dimentional value chain (value chain in the book industry+value chains out of the book industry)by big data mining and big data coorelation.It is to be multi-dimentional for the book industry value chain in the era of big data. This multi-dimensional vertical chain value for book industry can be characterized by2+++model which involves2medias(paper+photoelectric),2sources (content+data)and2services(product service+experience service).The causes of support chain reconfiguration for chinese book industry are of the changement of sources of publication w hich are more and more widely provided grace to full media,self media, self-publishing,hyer-text linking and no strutrutural big data processing, which are of the changement of drive force from producer to customer and drive force from oriontal integration to vertical integration by big data flywheel effect,which are of the changement of marketing from short tail effet to long tail effet and marketing from societe benefice to user benefice. The support chain reconfiguration for Chinese book industry is multi-dimensional flexible stereo chain which can be characterized by2+++model which involves2publication sources (professional+amateur),2publishing mode (mass publishing+publishing on demand),2marketing(mass marketing+focus marketing),which remodels the way of running,expands book industry in to other domain. The ways to space-to-space link reconfiguration for Chinese book industry are to combinate regional space with virtual space and to combinate book industry market space,telecommunication industry market space with information market space,which are to expand from limited space to unlimited space,from mono-marketing space to multi-marketing space. The space-to-space link reconfiguration for chinese book industry involves network space configuration(existence space+choice space+acitiviy space) and media space configuration(network+mobile+paper).We would be confronted with many difficulties to reconfiguration the chinese book chain based on big data,but the reconfiguration the chinese book chain is the trend of the times and the desire of the people.The book industry appearance should be intellectual,grace to big data,we could make it come true.更多还原