书报刊类数字出版物的分销渠道设计与整合策略

The Distribution Channel Design and Integration Strategy for Digital Publications of Books, Newspapers and Magazines

数字出版在信息大环境下成为传统出版行业转型的必经之路,其分销渠道也必然需要更加完备的设计与整合以适应产业发展。本文主要利用文献调研法对数字书报刊分销渠道的设计与整合进行探讨,发现数字书报刊的分销渠道主要分为互联网渠道和传统渠道两种,针对不同产品及消费群体的特点需要进一步细化分销渠道的构建。同时,对互联网渠道、传统渠道和混合渠道的合理整合将在横向上扩大市场范围和纵向上精炼产业链结构,有助于分销渠道的不断改进和完善。

With the ever-accelerating development of digital publishing industry, digital publishing has become the only way to transform for the traditional publishing industry. So that it is necessarily required a more sophisticated design and integration for the digital publications＇ distribution channel to cater to the growth of the industry. In this paper, we mainly use the method of literature research to organize and discuss deeply on the design and integration of the distribution channel for digital publications of books, newspapers and magazines. We found its distribution channels are divided into internet channels and traditional channels, and it＇ s also necessary to refine its distribution channels based on the characteristics of different products and consumer groups. Meanwhile, the integration of internet channel, traditional channels and mixed channels reasonable can expand the scope of the market and refine industry chain structure. Furthermore, the reasonable integration contributes to the continuous improvement and perfection of the distribution channels.