教育出版服务主导数字化转型与营销策略研究

Study on Service-oriented Digital Transformation and Marketing Strategy of Education Publishing

在数字教育资源建设与应用文献综述和现状研究的基础上,对信息技术在教育和教育出版领域引发的创新进行梳理,使用颠覆性创新理论和战略合法性理论考察教育领域和教育出版领域的创新类型。在此基础上对教育出版数字化转型进行研究,明确提出教育出版服务主导型数字化转型目标是开发混合教学平台。最后采用4Ps营销理论对混合教学平台营销策略进行研究。

Based on literature review and status research on construction and application of educational information resources, this paper combs the education innovation and education publishing innovation initiated by information technology, and investigates the types of innovation in the field of education and educational publishing using disruptive innovation theory and strategic legitimacy theory of management discipline. Then on the base of these, this paper studies the digital transformation of education publishing and puts forward that the goal of service- oriented digital transformation of education publishing is to develop blended teaching and learning platform. Finally, the paper uses the 4Ps marketing theory to study the marketing strategy of blended teaching and learning platform.