我国数字阅读业态的变化:市场、平台与用户
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摘要
数字阅读行业有喜有忧,资本的看好、用户付费意识的增强推动数字阅读行业规模稳定扩大,但盗版、互联网人口红利逐渐消失等问题又影响了行业发展。文章通过解读2018年我国数字阅读报告,从三个层面分析了当前数字阅读行业的变化趋势:①市场环境在政策、经济、文化层面均有改善,细分市场的前景广阔,但也面临激烈竞争;②数字阅读平台均以内容建设为核心,但做法有所不同,一线平台布局IP生态,中小平台则有侧重地耕耘细分领域,抓住年轻的目标用户;③数字阅读用户个性化需求越来越显著,也会因此选择不同的平台,多场景阅读融合化成为趋势,且用户越来越愿意在社交媒体及阅读平台就内容进行深度表达和交流。
The digital reading industry has its joys and sorrows. The optimistic capital and the enhancement of users' payment consciousness have made the scale of the digital reading industry rise steadily. However, the problems of piracy and the gradual disappearance of the rapid increase of Internet population have also affected the profits of the industry. Through the interpretation of China's digital reading report in 2018, this paper analyses the changing trend of the current digital reading industry from three aspects: the market environment has been improved at the policy, economic and cultural levels, and the market segmentation has broad prospects, but the industry is also full of competition; the digital reading platforms are all based on content construction, but the approaches are different: the big platforms start building ecosystems of IP, and the small platforms focus on subdividing areas and grasping young users; The personalized needs of digital readers are becoming more and more obvious, so they choose different platforms.The integration of multiple scenario reading will become a trend, and users are becoming more willing to express and exchange their views on reading in social media and digital reading platforms.
The digital reading industry has its joys and sorrows. The optimistic capital and the enhancement of users' payment consciousness have made the scale of the digital reading industry rise steadily. However, the problems of piracy and the gradual disappearance of the rapid increase of Internet population have also affected the profits of the industry. Through the interpretation of China's digital reading report in 2018, this paper analyses the changing trend of the current digital reading industry from three aspects: the market environment has been improved at the policy, economic and cultural levels, and the market segmentation has broad prospects, but the industry is also full of competition; the digital reading platforms are all based on content construction, but the approaches are different: the big platforms start building ecosystems of IP, and the small platforms focus on subdividing areas and grasping young users; The personalized needs of digital readers are becoming more and more obvious, so they choose different platforms.The integration of multiple scenario reading will become a trend, and users are becoming more willing to express and exchange their views on reading in social media and digital reading platforms.
引文
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31 .阅文数字阅读洞察:得90后得天下[EB/OL].[2019-01-03].http://www.kejixun.com/article/161219/262516.shtml.
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35 .殷宇杰.数字阅读的受众研究[D].长沙:湖南师范大学,2016.
36 .施晨露.以“阅读+”为特征的新型社交空间悄然出现[EB/OL].[2019-01-03].http://www.artsbj.com/show-18-594534-1.html.
37 . 2017年网络文学盗版损失达74.4亿元判罚金额少成本低成主因[EB/OL].[2019-01-03].http://m.21jingji.com/article/20180619/herald/2641ef65c3e27d3a0bb61b2a59ed9896.html.
2 .张远.《2017年度中国数字阅读白皮书》发布,“AI赋能”成关键词[EB/OL].[2018-12-31].http://www.tmtpost.com/3187332.html.
3 .付伟棠,张志强. 2016年我国数字阅读报告分析[J].图书馆学研究, 2017(22):62-68.
4 .艾瑞咨询. 2018年中国数字阅读行业案例研究报告[EB/OL].[2018-12-25].http://report.iresearch.cn/report/201805/3209.shtml.
5 .关于开展打击网络侵权盗版“剑网2016”专项行动的通知[EB/OL].[2018-12-31].http://www.ncac.gov.cn/chinacopyright/contents/9878/301021.html.
6 .国家版权局等四部委启动“剑网2017”专项行动[EB/OL].[2018-12-31].http://www.12377.cn/txt/2017-07/26/content_39056705.htm.
7 .“剑网2018”启动:整治自媒体洗稿方式抄袭等侵权行为[EB/OL].[2018-12-31].https://www.thepaper.cn/news Detail_forward_2266765.
8 .数字阅读市场陷入两强之争,掌阅能不能守住半壁江山?[EB/OL].[2018-12-31]. https://www.cyzone.cn/article/188269.html.
9 .易观.2018中国移动阅读市场年度综合分析[EB/OL].[2018-12 -31].https://www.analysys.cn/article/analysis/detail/1001395.
10 .易观.中国移动阅读市场白皮书2018[EB/OL].[2018-12-31 ]. https://www.analysys.cn/article/analysis/detail/20018952.
11 .艾瑞咨询.2018年中国数字阅读行业研究报告[EB/OL].[2018-12-31].http://report.iresearch.cn/report/201808/3255.shtml.
12 .杨晨.《网络文学海外传播(2017—2018)研究报告》发布,网文出海进行时[EB/OL].[2018-12-31].http://www.cptoday.cn/news/detail/6303.
13 .掌阅发布海外业务发展报告:网络原创小说受欢迎[EB/OL].[2018-12-31].https://baijiahao.baidu.com/s?id=1609681901686566733&wfr=spider&for=pc.
14 .任晓宁.网络文学出海新进展:阅文海外用户超千万,掌阅覆盖40个国家[EB/OL].[2018-12-31].http://www.eeo.com.cn/2018/0825/335535.shtml.
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16 .艾媒咨询.2018中国有声书市场专题研究报告[EB/OL].[2018-12-31].http://www.iimedia.cn/61220.html.
17 .速途研究院.2018年Q1中国二次元产业研究报告[EB/OL].[2018-12-31].http://www.sootoo.com/content/675421.shtml.
18 .掌阅漫画如何带领国漫走出困局?[EB/OL].[2019-01-01].http://baijiahao.baidu.com/s?id=1596150381834007669&wfr=spider&for=pc.
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21 .阅文集团VS掌阅科技:从网文龙头看网络文学付费市场新趋势[EB/OL].[2019-01-01].http://www.myzaker.com/article/5b02cd1777ac64380a167058.
22 .速途研究院.2017年中国网络文学作家影响力排行榜[EB/OL].[2019-01-01].http://www.sootoo.com/content/673962.shtml.
23 .艾瑞咨询.2018年中国网络文学作者白皮书[EB/OL].[2019-01-02].http://www.199it.com/archives/723398.html.
24 .三年孵化顶尖作家42人,阅文星学院一席难求[EB/OL].[2019-01-02].http://tj.sina.com.cn/syzx/cj/2018-05-30/detailihcffhsv4708008.shtml?qq-pf-to=pcqq.c2c
25 .阅文集团打造“阅创星球”,与600万名创作者一起推进青年创新培养体系[EB/OL].[2019-01-02].http://baijiahao.baidu.com/s?id=1585347141579698035&wfr=spider&for=pc
26 .陆朦朦,方爱华.移动阅读品牌跨界营销探析:概念、元素与模式[J].出版广角, 2018(19):32-35.
27 .易观. 2017移动阅读市场跨界营销专题分析[EB/OL].[2019-01-02].http://www.199it.com/archives/698074.html.
28 .人口红利正消失王兴:中国互联网已进“下半场”[EB/OL].[2019-01-03].http://it.people.com.cn/n1/2016/0718/c1009-28562092.html.
29 . IP合伙人下半场,阅文的使命将是新文创的连接器?[EB/OL].[2019-01-03].http://www.sohu.com/a/236601630_379902.
30 .第十五次全国国民阅读调查成果发布[EB/OL].[2019-01-03 ].https://www.sohu.com/a/228649938_154345.
31 .阅文数字阅读洞察:得90后得天下[EB/OL].[2019-01-03].http://www.kejixun.com/article/161219/262516.shtml.
32 .《2017年度中国数字阅读白皮书》发布:2017年我国人均阅读电子书10.1本[EB/OL].[2019-01-03].https://baijiahao.baidu.com/s?id=1597778215323760416&wfr=spider&for=pc.
33 .易观,当当.中国图书阅读市场专题分析2018[EB/OL].[2019-01-03].http://www.199it.com/archives/732353.html.
34 .亚马逊电子书阅读器发力多场景阅读[EB/OL].[2019-01-03 ].http://tjtong.enorth.com.cn/system/2018/10/19/036257072.shtml.
35 .殷宇杰.数字阅读的受众研究[D].长沙:湖南师范大学,2016.
36 .施晨露.以“阅读+”为特征的新型社交空间悄然出现[EB/OL].[2019-01-03].http://www.artsbj.com/show-18-594534-1.html.
37 . 2017年网络文学盗版损失达74.4亿元判罚金额少成本低成主因[EB/OL].[2019-01-03].http://m.21jingji.com/article/20180619/herald/2641ef65c3e27d3a0bb61b2a59ed9896.html.