随着“互联网+”和数字化时代的到来，出版业也迎来一片改革创新的浪潮。 在数字化出版竞争愈加激烈的时代，如何抓住机遇，自我革新，顺利进行数字化 转型，从而守住甚至扩大企业市场份额，已成为众多出版企业的重要诉求。本文 以中原出版传媒集团这一传统出版企业为研究对象，探讨其在数字化出版转型过 程中面临的问题和不足，并提供相应的转型策略和建议。首先，本文通过介绍了 当前社会的数字化转型背景并研究了相关的文献，对数字化转型研究有了一定程 度的认识。其次，通过深入访谈等方法具体地梳理和总结了中原出版传媒集团数 字化转型的必要性和进展情况，使用 SWOT 分析法对中原出版传媒集团的优势、 劣势、机遇、威胁以及竞争环境进行分析和评价；并且从中原出版传媒集团企业 体制、运营模式、企业理念、运营技术、人才队伍、销售渠道、内容质量等方面 分析该集团在数字化转型过程中受到制约的原因。最后，本文提出了中原出版传 媒集团在数字化转型过程中的正确思路，包括：集聚优质资源，加强数字化开发； 改变原有的盈利模式，实现内容服务双向收费；完善人才吸引和培养机制，培养 复合型人才；实现数字化技术升级，树立数字化转型的理念；构建数字化出版产 业链，形成出版融合；创新体制机制，适应转型需要等。 关键词：传统出版企业；数字化转型；方式策略 II Abstract With the advent of the "Internet" and omnimedia era, the publishing industry is also facing a wave of reform and innovation. In the era of increasingly fierce digital publishing competition, how to seize the opportunity, self-innovation, smooth digital transformation, so as to hold or even expand the market share of enterprises, has become an important demand of many publishing enterprises. This paper takes Central China Publishing Media Group,a traditional publishing company, as the research object, discusses the problems and deficiencies it faces in the process of digital publishing transformation, and provides corresponding transformation strategies and suggestions.First of all, this paper introduces the background of digital transformation of the current society and studies the relevant literature, and has a certain degree of understanding of the research of digital transformation.Secondly, through in-depth interviews and other methods, this paper specifically sorts out and summarizes the necessity and progress of the digital transformation of Central China Publishing Media Group, use SWOT analysis to analyze and evaluate the advantages, disadvantages, opportunities, threats and competitive environment of Central China Publishing Media Group; and analyzes the reasons why the group is restricted in the process of digital transformation from the aspects of the corporate system, operating model, corporate philosophy, operating technology, talent team, sales channels,content quality of Central China Publishing Media Group. Finally, this paper puts forward the correct ideas of Central China Publishing Media Group in the process of digital transformation, including gathering high-quality resources and strengthening digital development; changing the original profit model, and realizing two-way charging of content services; improving talent attraction and training mechanism, and training composite talent; realizing digital technology upgrade and establishing the concept of digital transformation; building a digital publishing industry chain to form a publishing convergence; innovating system and mechanism to meet the needs of transformation, etc. Key words: traditional publishing enterprise; digital transformation; methods and strategies III 目 录 摘要.............................................................. I ABSTRACT........................................................... II 1 绪论............................................................1 1.1 研究背景......................................................1 1.2 研究意义......................................................2 1.2.1 理论价值..................................................2 1.2.2 实践价值..................................................2 1.3 研究对象......................................................3 1.4 研究的内容和方法..............................................3 1.4.1 研究的内容................................................3 1.4.2 研究方法..................................................3 2 出版行业数字化转型相关文献综述.................................... 5 2.1 传统出版......................................................5 2.2 数字出版......................................................5 2.3 传统出版与数字出版的联系......................................6 2.3.1 共同点....................................................6 2.3.2 不同点....................................................6 2.4 数字化转型的相关研究文献......................................7 2.4.1 对商业模式的研究..........................................7 2.4.2 对复合型人才培养的研究....................................7 2.4.3 对出版产业链的研究........................................8 2.4.4 对内容数字化管理研究 ......................................8 2.4.5 对数字化转型策略的研究....................................9 2.5 当前数字化出版的发展趋势......................................9 3 中原出版传媒集团数字化转型概况................................... 11 3.1 集团概况 .....................................................11 3.2 中原出版传媒集团数字化转型的必要性...........................11 3.2.1 数字化是出版业的大势所趋.................................11 3.2.2 国际上转型影响...........................................12 IV 3.2.3 阅读方式的改变...........................................12 3.2.4 产业政策红利.............................................13 3.2.5 数字化出版数据带来的压力.................................13 3.2.6 中原出版传媒集团发展所需.................................14 3.3 中原出版传媒集团数字化转型现状及成绩.........................14 3.3.1 在数字内容资源开发上用心.................................15 3.3.2 强化数字渠道建设.........................................16 3.3.3 不断创新与改革...........................................16 4 中原出版传媒集团数字化转型的 SWOT 分析............................ 18 4.1 SWOT 模型理论 ................................................18 4.2 优势.........................................................19 4.3 劣势.........................................................19 4.4 机遇.........................................................20 4.5 威胁.........................................................21 4.6 竞争环境评价.................................................22 5 中原出版传媒集团数字化转型存在的主要问题......................... 23 5.1 数字化理念滞后...............................................23 5.2 优质内容资源缺乏，数字转化率低...............................23 5.3 数字化出版的盈利模式不稳定...................................24 5.4 专业化数字和技术人才匮乏.....................................24 5.5 数字化技术相对落后...........................................25 5.6 数字化产业链不健全...........................................26 5.7 政策体制不能适应转型需要.....................................26 6 中原出版传媒集团数字化转型的策略................................. 28 6.1 树立数字化转型的理念.........................................28 6.1.1 树立数字化品牌理念.......................................28 6.1.2 树立内容资源深入分类理念.................................28 6.1.3 掌握理念主导权...........................................28 6.2 集聚优质资源，加强数字化开发 .................................29 6.3 改变盈利模式 .................................................29 V 6.3.1 内容服务双向收费.........................................29 6.3.2 实现多元化收费...........................................30 6.4 完善人才吸引和培养机制，培养复合型人才.......................31 6.5 实现数字化技术升级...........................................32 6.5.1 内容资源的数字化加工 .....................................32 6.5.2 数字化软件体系规划 .......................................33 6.6 构建数字化产业链.............................................33 6.6.1 数字化产业链的建立方式...................................34 6.6.2 形成出版融合.............................................34 6.7 创新