媒介融合环境下数字出版平台的整合——以“网易云阅读”为例

The Integration of the Digital Publishing Platform in a Media Convergence Environment——a case study of“Netease Cloud Reading”

21世纪是一个媒介融合的时代,随着数字技术的不断革新,数字出版平台也有了较快的发展。数字出版相较于传统出版平台,有一些全新的特征与优势。数字出版平台以碎片化内容、核裂变式的传播方式,以及新颖的互联网经营模式,赢得了诸多网络用户的青睐。但是在数字出版平台迅猛发展的背后,也隐藏着许多问题。在数字出版平台这一"热现象"中,必须多一些"冷思考"。文章结合媒介融合这个时代背景,以"网易云阅读"为例,探讨数字出版平台的特征、面临的问题以及整合的方法和举措。

The 21 th century is an age of media convergence.With the constant innovation of digital technology,digital publishing platform has also developed a lot.In comparison with traditional publishing platform,digital publishing platform has some new characteristics and advantages.It has found favor in a lot of network users,with its fragmentary content,nuclear-fission transmission method and novel Internet business model.However,with the rapid development of digital publishing platform,there exist many problems.People are supposed to have＂cold＂thinking on the＂hot phenomenon＂of digital publishing platform.This article takes＂Netease cloud reading＂for instance with the combination of the historical background of media convergence,and studies the characteristics of and present problems with digital publishing platform,and measures of integration.