I 摘要 在大数据与人工智能技术快速发展的信息时代下，大众的阅读习惯、创作方 式逐渐地改变，传统出版的产业价值链潜移默化的发生着改变，大众交互的空间 弯曲化，致使出版业原有的单向、直线式产业价值链的稳定性、持续性备受考验。 国家深化文化体制改革，注重高质量发展，提倡传统出版与新兴出版融合发展， 这些推动着传统出版业知识服务的转型升级。知识服务转型的研究一直备受关注， 因此，本文选取一家典型的传统出版企业作为研究对象，结合理论分析与调研， 探索 B 出版社在外界约束下是如何进行的转型，且重点回答了以下两个问题， 第一，本文阐述 B 出版社为何要对学术出版的知识服务进行转型。出版物具 有文化属性，文化企业寻求发展的过程中，离不开与外部环境的交互，出版政策、 行业竞争态势影响着各大出版社的经营动向，甚至会引起内部组织结构的变动。 基于企业内部资源与能力，顺势而为，着力实现传统学术出版的转型也就十分必 要了。 第二，本文探究 B 出版社是如何对学术出版的知识服务进行的转型。“知己知 彼，百战不殆”，B 出版社虽有品牌优势，但其产业价值链受到互联网空间的考验， 且专业人才欠缺、内容质量高要求、科技技术不成熟及数字产品开发成为企业转 型的关键要素。结合外部环境、内部资源与能力分析，B 出版社提出“旋转门”模 式，并在这种模式思维下重点从内容质量、人才专业化、数字化创新着手，实施 创新性的举措，且卓有成效。这为整个传统出版业的产业价值链实现“1+1>2”的 协同效应具有借鉴意义。 本文注重于实践，从实施层面探索出 B 出版社转型的核心要素。结合理论， 对企业自身资源与能力逐层分析，并抛砖引玉的阐述了自身在知识服务转型上的 实施举措，且“旋转门”思维揭示出 B 出版社与其他出版社不一样的转型理念， 为各大出版社提供了解决转型困境的新视野。 关键词，出版社，学术出版；转型；知识服务ABSTRACT II ABSTRACT With the rapid development of big data and artificial intelligence technology, people’s reading habits and creative styles have gradually changed. The industrial value chain of traditional publishing and the space for people's interaction has changed. The stability and sustainability of the original one-way, linear industrial value chain in the publishing industry are challenged. The Chinese government has deepened the reform of the cultural system, focused on high-quality development, and promoted the integration and development of traditional Presses and emerging Presses, which promoted the transformation and upgrading of the knowledge services of the traditional publishing industry. Research on the transformation of knowledge services has been widely concerned. Therefore, this paper chooses a typical traditional Press B as the research object, combines theoretical analysis and research, explores how Press B transforms under the external constraints. This paper focuses on the following two questions: First, this paper explains why Press B has to transform from the knowledge services of academic publishing. Publications have cultural attributes. With the development of cultural enterprise, it is inseparable from the interaction with the external environment. Publishing policies and industry competition influence the major publishing houses’ business trends, and even cause changes in their internal organizational structure. Based on the internal resources and capabilities of the traditional academic publishing, it is necessary to focus on their transformation process. Second, this paper explores how Press B transforms from the knowledge services of academic publishing. Press B knows that there is a brand advantage, but its industrial value chain has been tested by the Internet space. The lack of professional talents, high content quality requirements, immature technology and digital product development have become the key elements of enterprise transformation. Based on the analysis of external environment, internal resources and capabilities, the revolving door mode is proposed through Press B. In this mode of thinking, Press B focused on content quality, talent specialization, digital innovation, implementing innovative actions and achieved a good results. The industrial value chain of the entire traditional publishing industry realizes the synergistic effect of 1+1>2.ABSTRACT III This article focuses on practice and explores the core elements of Press B's transformation. Based on the existing theories, this paper makes an in-depth analysis of the company's own resources and capabilities, and expounds the implementation of press B in the transformation of knowledge services. The revolving door model proposed in this paper reveals the different transformation modes of Press B and other publishing houses, and provides a new vision for the major publishing houses to solve the transformation dilemma. Keywords : Press;Academic publishing; Transformation; Knowledge service.目录 IV 目 录 第一章 绪 论................................................................................................................ 1 1.1 研究背景 ...........................................................................................................1 1.2 研究问题和创新点 ...........................................................................................2 1.2.1 研究问题................................................................................................ 2 1.2.2 创新点.................................................................................................... 2 1.3 论文方法与内容框架 .......................................................................................3 第二章 理论综述............................................................................................................ 5 2.1 资源基础理论 ....................................................................................................5 2.2 产业价值链理论 ...............................................................................................5 2.3 基于核心竞争力的发展观 ...............................................................................6 2.3 转型升级 ...........................................................................................................7 第三章 B 出版社的外部环境分析 ................................................................................ 9 3.1 出版政策分析 ....................................................................................................9 3.2 出版价值分析 .................................................................................................11 3.2.1 根据出版业的独特属性设立博弈模型.............................................. 12 3.2.2 经济价值和文化价值间的平衡.......................................................... 14 3.3 国内出版业竞争态势 .....................................................................................15 3.3.1 学术出版总体态势.............................................................................. 15 3.3.2 数字出版发展情况.............................................................................. 16 3.4 小结 .................................................................................................................18 第四章 B 出版社的内部资源与能力分析 .................................................................. 19 4.1 B 出版社简介...................................................................................................19 4.2 B 出版社发展阶段...........................................................................................20 4.2.1 创生与理想（2000-2008 年）............................................................ 20 4.2.2 改革与发展（2008-2014 年）............................................................ 21 4.2.3 创新与转型（2014 年至今）............................................................. 22 4.3 出版社内部资源与能力现状 .........................................................................22 4.3.1 品牌分析.............................................................................................. 22 4.3.2 产业价值链分析.................................................................................. 23 4.3.3 内容分析.............................................................................................. 24目录 V 4.3.4 专业人才分析...........................