【作者】 李燕；

【导师】 肖洋； 王焰；

【作者基本信息】 华东师范大学 ， 出版（专业学位）， 2022， 硕士

【副题名】以华东师范大学出版社为例

【摘要】 数字技术的迅猛发展和普遍应用,改变了传统的知识获取方式,也对出版业产生了深刻影响。市场、产品、渠道等各方面的融合为教育出版开拓了更为广阔的价值创新空间,与此同时,教育出版产品形态不断更新,运营模式、价值传递、盈利模式等关键要素发生了巨大变化。传统出版企业原有单一化的商业模式已经无法适应更加多元化和动态化的产业环境,不利于企业在新融合市场内价值的开发实现。因而需要及时整合内外部条件进行创新来克服发展瓶颈,适应竞争愈发激烈的教育出版市场。本研究选择商业模式画布作为理论框架,选择华东师范大学出版社这一在教育出版和融合出版两方面都具有一定代表性的案例,梳理了其在多方要素驱动之下所进行的商业模式价值创新实践。本研究认为,华东师大社初期构建起的清晰价值主张是其商业模式整体创新的基础,基于这一战略目标,华东师大社陆续在关键业务、合作伙伴、渠道通路、客户关系、盈利模式等各个要素模块进行优化和创新实践。以多要素共同融合带动的模式,在维持原有关键业务能力水平的同时,保证新业务系统的不断拓展,使得企业价值能够最终得到提升,并围绕信息技术平台形成了良性的生态模式。本研究认为华东师大社的商业模式创新实践在稳步发展的基础上,也反应出了一些教育出版融合发展领域中亟待解决的问题。既有面向蓝海市场开拓新事业所普遍存在的资金和人才短缺问题,也存在基于传统教育出版社长期维持自身发展固有模式带来的个性化服务和新媒体运营能力缺失问题。因此,需要国家从宏观角度予以支持并配以传统教育出版企业自身的多方努力,才能实现其在融合出版环境下商业模式创新的进一步发展。更多还原

【Abstract】 The rapid development and widespread application of digital technology has changed the traditional way of acquiring knowledge and has had a profound impact on the publishing industry.The integration of the market,products,channels and other aspects has opened up a broader space for value innovation for educational publishing.At the same time,the product form of educational publishing has been continuously updated,The key elements such as operating model,value transfer,and profit model have undergone tremendous changes.The original business model of traditional publishing companies has been unable to adapt to the more diversified and dynamic industrial environment,which is not conducive to the development and realization of the value of enterprises in the newly integrated market.Therefore,it is necessary to integrate internal and external conditions for innovation to overcome the development bottleneck and adapt to the increasingly competitive education publishing market.This paper chooses the business model canvas as the theoretical framework,and selects the East China Normal University Press,a representative case in both educational publishing and integrated publishing,sorting out its business model value innovation practice driven by multiple factors.This paper believes that the clear value proposition established by East China Normal University Press in the early stage is the basis for the overall innovation of its business model.Based on this strategic goal,East China Normal University Press has successively developed key businesses,partners,channels,customer relationships,profit models,etc.Each element module is optimized and innovative practice.The model driven by the joint integration of multiple elements,while maintaining the original key business capability level,ensures the continuous expansion of new business systems,so that the enterprise value can be finally improved,and a benign ecological model has been formed around the information technology platform.This study believes that the business model innovation practice of East China Normal University is on the basis of steady development,and it also reflects some urgent problems to be solved in the field of integrated development of education and publishing.There are not only the shortage of funds and talents that are common in developing new businesses in the blue ocean market,but also the lack of personalized services and new media operation capabilities caused by the long-term maintenance of their own development model by traditional education publishing houses.Therefore,it needs the support of the state from a macro perspective and the multi-faceted efforts of traditional education publishing companies to realize the further development of their business model innovation in the integrated publishing environment.更多还原