高等教育数字教材运营模式观察与思考——基于国际教育出版集团实践

Observation and Reflection on the Business Models of Digital Textbooks——Based on the Practice of International Education Publishing Group

数字教材是教育出版转型升级的必选项,良好的运营模式是数字教材可持续发展的基础。文章分析了国际教育出版集团在美国的发展背景,对他们在美国高校数字教材市场的运营主体、技术生态、主要品牌、运营模式及定价等进行研究,在此基础上提出我国高校数字教材发展的几点思考。

Digital textbook is a necessary option for the transformation of educational publishing,and a good business model is the basis for the sustainable development of digital textbooks.This paper analyzes the development background of International education publishing group in American,and studies their main market,technological ecology,main brands,business Models and pricing of digital textbooks in American colleges and universities.On this basis,the author puts forward some enlightenments from the development of digital textbooks in American colleges and universities,to promote the high-quality development of digital textbooks in our country.