摘要
出版企业遇到了改革发展中的瓶颈,全媒体出版似乎只成为一种口号,并未从根本改善互联网时代出版企业的困境。究其原因,既有出版企业对"全媒体"概念理解的偏差,也有对全媒体出版的策划和技术表现极其粗糙的问题,且在实际操作中,忽视内容质量成为关键问题。针对这些问题,本文试结合互联网思维、数字媒介特征、内容产业特色等方面,从思维转化、管理变革和举措创新切入,提出相应对策:树立"数字化营销与出版"思路,创建学习型有效机制;加强服务意识,注重产业链细节化管理;深度挖掘内容,运用大数据方法,找准新媒体营销出版的市场卖点。
Publishing companies have encountered bottleneck in the process of reform and development.Omnimedia publishing now seems to be just a slogan. It has not fundamentally solved the plight of publishing enterprises. The cause lies not only in the misunderstanding of the concept of omnimedia,but also in the omnimedia publishing and technologies. In practice,ignoring the content quality has become a critical problem. To solve these problems,this paper attempts to combine Internet thought,digital media,content industries,etc.,and puts forward measures in terms of transformation of thinking,management change and innovation. They mainly includes forming the strategy of digital marketing and publishing,creating effective learning mechanism,strengthening the service consciousness,paying attention to the detailed management of industrial chain,deep exploration of content and finding marketing point for new media marketing by utilizing data.
作者
冯婷
FENG Ting(Sehool of Chinese Language and Literature, Hubei University of Edueation,Wuhan 430205, China School of Information Management, Wuhan University, Wuhan 430072, China)
出处
《湖北第二师范学院学报》
2017年第7期124-128,共5页
Journal of Hubei University of Education
基金
2015年湖北省教育厅人文社会科学研究项目(15Q250)
关键词
全媒体出版
误区
对策
omnimedia publishing
misunderstanding
countermeasure
