国外学术图书开放出版商业模式研究

On Business Models of OA Monographs Abroad

国外学术图书开放出版商业模式基于出版流程与资金来源可以分为作者付费、机构补贴、免费增值和聚合4种主要模式,但很多时候出版商是多种模式混用的。OA出版商重视质量,反映了OA出版领域学术标准的重要性,以及出版商扩大品牌影响力的需要,作者付费模式与机构补贴模式需要注意图书数量与质量、商业价值与内容价值之间的平衡。可持续性与出版商财政状况高度关联,依靠单一收入来源的商业模式本质上更不稳定。多数OA出版商默认互联网免费渠道能够接触更多读者,偶尔使用社交媒体辅助传播,以读者为资金来源的商业模式更加注重传播效果。

Business models of OA（open Access） monographs abroad include author pays, institution subsidies, freemium and assembling models according to the publishing process and funding source. OA publishers value quality, which reflects the importance of academic standards in OA publishing, and the necessary of expanding the brand influence. It needs to pay attention to books＇ amount and quality, the balance between commercial value and content value for the models of author pays and institution subsidies. The sustainability is high relative to publishers＇ financial situation, and the business model relys on single source is more unstable in nature. Most OA publishers believe that free internet channel would contact with more readers, commercial model of using social media occasionaly to assistant communication and readers funding attaches more importance on communication effects.