融媒体出版理论研究现状

Current Status of Research on Integrated Media Publishing Theory

以融媒体概念定义为核心,分析新媒体、融媒体、全媒体等概念的异同点。从出版、传播、运营等角度出发,聚焦融媒体和出版二者的结合点,总结分析融媒体出版涉及的各方面基础理论。针对阅读模式改变及数字化给出版带来的新要求,从媒介环境改变和人性化趋势角度,分析传播模式的深层次变革,并基于出版管理理论、竞争优势理论和市场营销方法,讨论出版业运营机制。

Taking the definition of integrated media as the core,the similarities and differences of concepts such as new media,integrated media,and all media are analyzed.From the perspectives of publishing,communication and operation,this paper focuses on the combination of integrated media and publishing,summarizes and analyzes the basic theories involved in various aspects of integrated media publishing.In view of the changes of reading modes and the new requirements brought by digitalization to publishing,the deep-level reform of communication modes is analyzed from the perspective of media environment change and humanization trend.The operational mechanism of the publishing industry is discussed based on publishing management theory,competitive advantage theory,and marketing methods.