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出版集团做大做强是立足于专业还是立足于多元经营之争由来已久,本文以美国O’Reilly出版社为例,认为专注于细分市场的出版社的扩张应基于产业链上下游的延伸,通过差异竞争策略,形成独特的品牌个性。在数字出版趋势日渐明朗的市场环境下,建设数字平台整合内容资源,提供面向多硬件终端的电子书格式,并采用竞合战略,与其他出版商和数字发行的中间商合作,建立广泛的分销系统,以降低读者获取图书的成本。
Publishing Group bigger and stronger is based on the professional or based on the controversy over the diversification business for a long time, this paper, the United States O’Reilly Publishing House, for example, that focus on the market segment of the expansion of the press should be based on the upstream and downstream industry chain Extension, through the competitive differentiation strategy, the formation of a unique brand personality. Under the increasingly clear market environment of digital publishing, a digital platform is built to integrate content resources, provide e-book format for multi-hardware terminals and adopt a competitive strategy to cooperate with other publishers and digital distribution brokers to establish a broad distribution System, to reduce the cost of readers access to books.