在数智技术革命、知识消费升级、跨界融合发展等因素推动下,我国出版业正从传统内容生产范式向融合生态体系转型。传统出版企业推进融合出版的同时,也存在商业模式构建不充分等问题。本文从出版与科技、经济融合的视角,提出基于用户思维、数智技术、立体网络、价值变现来重构知识服务的商业模式创新思路,立足建立产品、用户、技术、网络价值闭环,通过知识产权运营、垂直领域深耕、跨界横向融合、用户运营增值等路径来实现多层次、多形态的价值变现。
The rapid advancement of information technology has catalyzed transformative shifts in cultural consumption patterns while generating increased demands for innovative publishing products. As digital-intellectual technologies permeate socioeconomic spheres, revolutionary transformations are reshaping knowledge dissemination channels and consumption modalities, with cross-industry integration particularly driving the publishing industry's transition from traditional content production toward integrated ecosystem models. In this context, conventional publishing enterprises are actively embracing emerging technologies, fostering novel business models, and expanding into new domains to accelerate the development of integrated publishing and adapt to technological disruptions. Nevertheless, substantial uncertainties remain in business model reconstruction during this integrated process, with key challenges including ambiguous market positioning, undifferentiated value propositions, superficial knowledge service implementations, slow channel structure optimization, continuing decline in traditional revenue streams, and limited growth in emerging digital ventures, thus collectively hindering deep-level integrated advancement. Through case study, while emphasizing knowledge services as the strategic core and business model reconstruction as the operational foundation, this paper conducts a detailed analysis of the foundations, conditions, channels, and goals of knowledge services in the context of integrated publishing, thereby proposing innovative business model strategies built on user-centric thinking, digital intelligence, multi-dimensional networks, and value realization. Based on practical experience in integration development, this paper investigates the challenges and root causes of integrated publishing from a supply-side perspective. It examines the value propositions and business models of integrated publishing through the underlying logic of knowledge services. This paper explores pathways for knowledge service implementation via publishing extensions, establishes a closed-loop value system integrating products, users, technology, and networks, and constructs a business model enabling enterprise value monetization. The analysis examines critical dimensions of integration-era business models: foundational infrastructures, enabling preconditions, distribution channels, and value creation objectives, culminating in a business model innovation framework structured upon user-centric design, digital-intellectual technology integration, multi-dimensional network architecture, and value realization mechanisms. Building upon empirical integration practices and closed-loop value chains integrating products, users, technologies, and networks, the proposed model enables corporate value realization by proposing that firms leverage intellectual property operations to evolve into cultural ecosystem hubs and knowledge service platforms. By targeting niche sectors, companies can build vertically integrated channel systems for multi-tiered, multi-format value monetization. They may also pursue cross-industry horizontal integration to transcend a singular publishing perspective, ensuring coordinated development across products, projects, and industries. Furthermore, firms can enhance user operation value through platforms where traffic, knowledge, and users co-create, achieving the "critical leap" from service to payment. These initiatives collectively construct an advanced, sustainable integrated publishing business model-boosting profitability, thereby strengthening core competitiveness, and fulfilling high-quality development objectives.
周青. 知识服务视角下融合出版企业商业模式创新研究[J]. 科技与出版, 2025, 44(9): 13-20. ZHOU Qing. Business Model Innovation for Integrated Publishing Enterprises from the Perspective of Knowledge Services. Science-Technology & Publication, 2025, 44(9): 13-20.
http://kjycb.tsinghuajournals.com/CN/ 或 http://kjycb.tsinghuajournals.com/CN/Y2025/V44/I9/13
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