价值共创机制下出版产业的非线性转型

Non-linear Transformation of Publishing Industry under the Value Co-creation Mechanism

以价值共创理论为基础,根据出版企业的核心竞争力和价值实现方式将出版产业非线性转型分为内容聚合型、大规模协作生产型、社会化内容生产型3种类型,并以今日头条、维基百科、抖音为典型案例进行分析。研究发现,价值共创机制下的出版产业呈现以下趋势:用户成为企业核心竞争力的重要指标,从内容生产的角度来看,专业生产与非专业生产的界限正在消解;从用户参与角度来看,用户的进入门槛越来越低,卷入度越来越高;从企业与用户的关系来看,二者的合作建立在双方价值认同的基础上,企业关注点转向对用户的价值认同。

Based on the theory of value co-creation,this paper divides the nonlinear transformation of the publishing industry into three types:content aggregation,large-scale collaborative production,and socialized content production based on the core competitiveness and value realization of publishing companies.The analysis is based on Today’s Headlines,Wikipedia and Tiktok.The study found that the publishing industry under the value co-creation mechanism shows the following trend:Users have become an important indicator of the company’s core competitiveness.From the perspective of content production,the boundary between professional production and non-professional production is being eliminated;from the perspective of user participation,The entry threshold of users is getting lower and lower,and the degree of involvement is getting higher and higher;from the perspective of the relationship between the enterprise and the user,the cooperation between the two is based on the value identification of both parties,and the focus of the enterprise is shifting to the value identification of the user.