价值创造视角下面向受众需求的出版知识服务研究

Publishing Knowledge Service Based on Audience's Demands from the Perspective of Value Creation

我国出版知识服务的价值在于满足受众知识需求,受众需求驱动出版知识服务不断向前演进。文章基于价值创造理论,从关键要素、创造行为、创造场景三个方面,构建出版知识服务价值创造理论框架,将价值创造—价值实现的演进逻辑分解为四个环节,结合多方参与主体的价值创造行为,从基于知识共享逻辑的出版受众价值生产、基于社群逻辑的出版知识服务平台价值交换、基于多重利益相关者逻辑的出版产业链价值传递、基于经济逻辑的出版行业价值外溢四个方面,构建出版知识服务价值创造运作机制,以期为出版业的价值实现、商业模式重构和产业链延伸提供参考。

The value characteristic of modern publishing knowledge service in China lies in meeting the knowledge needs of the audience,which drives the continuous evolution of modern publishing knowledge service.Based on the theory of value creation,the research constructs a theoretical framework for publishing knowledge service value creation from three aspects:the key elements,the creative behavior,and the creative scenarios.The research decomposes the evolution logic of"value creation-value realization"into four stages,combines with the value creation behavior of multiple participants,and then builds an operational mechanism of creating value for publishing knowledge services from four aspects:the value production of publishing audience based on knowledge sharing logic,the value exchange in publishing knowledge service platform based on community logic,the value transmission in publishing industry chain based on multi-stakeholder logic,and the value spillover of publishing industry based on economic logic.This research aims to provide reference for the value realization,the business model reconstruction,and the industrial chain extension of the modern publishing industry.