论果壳阅读的商业模式创新

【作者】 张琦；

【导师】 王秋林；

【作者基本信息】 上海师范大学 ， 新闻学， 2016， 硕士

【摘要】 本文综合运用经济学、营销学相关原理力图从理论和实践上对果壳阅读商业模式的现状、创新点、存在的不足及改进建议等方面进行了论述和分析。第一,本文叙述、梳理了果壳阅读的商业模式现状。分别从果壳阅读的定位、业务及交易模式、线上线下多元营销模式等几个方面进行了分析。第二,本文分析了果壳阅读商业模式的创新。本文分别从线下模式线上化、重视并满足受众的个性化需求、产品功能拓展推动企业升级三个方面展开。其中,线下模式线上化通过果壳阅读背靠果壳网这一数字化泛科技平台以及多媒介营销推广来阐释;重视并满足受众的个性化需求则通过受众理论的引入,以科普需求细分受众,注重专业化及大众化的平衡等几个方面展开论述;产品功能拓展推动企业升级这一部分则通过果壳阅读产品功能的有效拓展等几个方面来展开论述。第三,本文通过果壳阅读操作实例以及与业内其它出版机构的横向对比,阐述了果壳阅读在商业模式上存在的不足及可以改进的地方。从2009年成立至今,果壳阅读还属于比较年轻的出版品牌,跟一些老牌的科普出版机构相比,仍存在一些不足。例如,果壳阅读在总体上规划稍显凌乱,存在界限不明、线上阅读明显不足的问题,对资源的整合性也显不足,缺乏原创性科幻题材等。对于如何改进存在的不足,作者的思考和结论是:果壳阅读应坚持“内容为王”的理念,做精品出版;布局电子书市场、延伸产业链;整合线上线下资源。总之,本文通过对果壳阅读商业模式及创新的研究,一方面试图填补这方面研究的理论空白,另一方面,以供出版业界人士参考。更多还原

【Abstract】 In this paper, It was based on the comprehensive use of economics, marketing science principle and tries to from theory and practice in guokr reading’s business model of the situation, innovation, existing problems and suggestions for improvement, the discussion and analysis.First, this paper describes the status quo of guokr reading’s business model. Respectively from the guokr reading positioning, business and trade mode, line diverse marketing modes are analyzed.Second, this paper analyzes the guokr reading’s business model innovation. In this paper, from the line mode online, pay attention to and meet the needs of the audience’s individual needs, product features to promote the development of enterprises to promote the three aspects of the expansion. Among them, offline online mode of guokr reading backed by guokr.com,this digital pan technology platform and multi media’s marketing to explain; pay attention to and meet the personalized needs of the audience through the audience theory is introduced, demand fractionize the audience with a science, pay attention to the balance between specialization and public discussion; product function expand promote enterprise upgrade this part is through the guokr reading developed product function in several aspects to launch the elaboration.Third, this paper through the guokr reading’s operation instance and other industry publications horizontal comparison, this paper expounds the guokr reading problems exist in the business model and can be improved. From its inception in 2009, guokr reading is a relatively young publishing brand which has some problems, compared with some of the old science publishing institutions. For example, guokr reading in general planning slightly messy, boundary unclear, the online reading is obviously insufficient, integration of resources is insufficient, lack of original science fiction. On how to improve the shortcomings, the author’s thinking and conclusion: guokr reading should insist on the idea of "content is king", doing fine publishing; the layout of the e-book market, extension industry chain; integration of online and offline resources. In conclusion, this article is based on guokr reading’s business model and innovative research, attempt to fill the gaps in the theory of this research, on the other hand for publishing industry reference.更多还原