学术著作营销:资源禀赋受限条件下的多元选择

Academic Publication Marketing:Diversified Choices under the Limited Resource Endowments

通过对2013年以来的学术出版研究文献进行系统阅读和详细分析,研究发现,作为小众产品,学术出版在资源禀赋上非规模、无速度,不能用加快图书动转率和资金周转率的方法来提高学术出版的盈利能力。但是学术著作内容的高价值使其成为出版市场最稳定、利润较高、最能实现经济效益和社会效益相统一目标的出版产品,特别是在数字化背景下,学术出版可采用范围经济模式赢利。在产品层次上,在提高学术出版物的质量、塑造品牌的同时,开发多样化的数字化成果、版权产品和知识服务性产品,保证产品结构的完整性和使用的便捷性;在赢利模式上,通过出版资助、产品销售和增值服务获得多元的经济补偿。而这种营销状态的实现需要对学术出版环境和组织机构进行系统化的调整,包括政府出版政策的完善、出版机构理念的更新、人才的培养等后台措施,更需要内容把关机制、考评考核机制和经营管理机制等深后台运营层次的改革。

Through systematic reading and detailed analysis of academic literature published since 2013,it is found that as a kind of niche product,academic publications are not published massively or quickly from the perspective of resource endowments,so it's difficult for us to enhance profitability by accelerating book mobility or turnover rate of funds.However,due to high value in their contents,academic works become the most stable publications with higher profitability which best achieve the unification of economic and social benefits.Especially in the context of digitalization,the economy of scope can be adopted for academic publishing to make a profit.In terms of product hierarchy,while improving the quality of academic publications and shaping brands,diverse digital,copyright and knowledge service products can be developed to ensure the integrity of product structure and the convenience of reading these publications.In terms of profit model,diversified financial compensations can be obtained through publication funding,product sales and value-added services.The realization of these marketing strategies relies on systematic adjustment of academic publishing environment and academic publishers,including the perfection of governmental policies,the publishers'update of business philosophy and the cultivation of talents.Besides,it also relies on the reforms in deep backstage operations like content review mechanism,appraisal mechanism and business management mechanism.