Please wait a minute...
科技与出版  2025, Vol. 44 Issue (9): 13-20    
特别策划·破局·融合
知识服务视角下融合出版企业商业模式创新研究
周青
四川新华出版发行集团,610023,成都
Business Model Innovation for Integrated Publishing Enterprises from the Perspective of Knowledge Services
ZHOU Qing
Sichuan Xinhua Publishing And Distribution Group Co., Ltd, 610023, Chengdu, China
全文: HTML    PDF(9284 KB)  
输出: BibTeX | EndNote (RIS)      
摘要: 

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。

关键词 知识服务融合出版商业模式    
Abstract

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.

Key wordsknowledge service    integrated publishing    business model
出版日期: 2025-10-15

引用本文:

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.

链接本文:

http://kjycb.tsinghuajournals.com/CN/      或      http://kjycb.tsinghuajournals.com/CN/Y2025/V44/I9/13

1 中共中央宣传部印发《关于推动出版深度融合发展的实施意见》[EB/OL]. [2025-07-29]. https://www.gov.cn/xinwen/2022-04/24/content_5686923.htm.
2 王军. 融合出版企业商业模式的构造、机理及其创新[J]. 出版发行研究, 2021 (9): 53- 58.
3 马瑞洁, 宋杨. 数智时代出版知识服务商业模式建构[J]. 中国出版, 2023 (20): 23- 28.
4 方卿, 王一鸣. 论出版的知识服务属性与出版转型路径[J]. 出版科学, 2020 (28): 22- 29.
5 王军. 融合出版企业商业模式的构造、机理及其创新[J]. 出版发行研究, 2021 (9): 53- 58.
6 王健. 出版深度融合背景下的用户思维审视[J]. 出版广角, 2023 (16): 32- 36.
7 方卿, 王一鸣. 论出版的知识服务属性与出版转型路径[J]. 出版科学, 2020 (28): 22- 29.
8 周青. 出版业数智化的逻辑、路径与对策[J]. 中国编辑, 2025 (4): 50- 57.
9 黄凯健, 田常清, 李成林. 用户需求驱动出版知识服务优化框架构建与实证研究:以专业出版为视角[J]. 科技与出版, 2023 (4): 57- 64.
10 雷启立. 数智出版:国际前沿与上海实践探索[M]. 上海: 上海人民出版社, 21.
11 马瑞洁, 宋杨. 数智时代出版知识服务商业模式建构[J]. 中国出版, 2023 (20): 23- 28.
12 周青, 胡巍, 蒋雨岑. 精品图书传播与推广研究[J]. 中国出版, 2025 (4): 4- 9.
[1] 吕晓峰,孟祥晴,詹洪春. 人工智能时代出版业知识服务的伦理挑战、价值重构与实践进路[J]. 科技与出版, 2025, 44(8): 47-55.
[2] 王亮. 检索增强生成(RAG)驱动的知识服务:原理、范式及评估[J]. 科技与出版, 2025, 44(4): 37-46.
[3] 彭肇一,付晓静. 转向中长视频:出版机构内容运营的发展进路——以bilibili平台为例[J]. 科技与出版, 2025, 44(4): 85-93.
[4] 谢寿光,王誉梓. 生成式人工智能应用场景下的学术出版和学术编辑:挑战与机遇[J]. 科技与出版, 2025, 44(1): 77-88.
[5] 庞沁文,庞风. 出版企业商业模式构建研究[J]. 科技与出版, 2024, 43(9): 46-53.
[6] 傅爱雯,王跃,邵波. 数字出版融合生态:体系构建与业务组织[J]. 科技与出版, 2024, 43(9): 63-70.
[7] 王真真,李乾丙,王雪莲,王相飞. AI背景下智慧体育教育出版的知识服务转型路径研究*[J]. 科技与出版, 2024, 43(3): 109-116.
[8] 卢晓熙,陈奎莲. 创新驱动可持续增长:专业出版社深度融合的方向和路径分析*[J]. 科技与出版, 2024, 43(2): 58-63.
[9] 刘欣,蒋雪颖,袁也. 数智时代的国家认同与主题出版融合发展路径探析*[J]. 科技与出版, 2024, 43(2): 71-76.
[10] 宋奇,蒋雪颖. 专业书店是否要“破圈”:基于人文考古书店反常个案的研究*[J]. 科技与出版, 2024, 43(12): 51-59.
[11] 刘骐荣,张新新. 全媒体出版传播体系视域的融合出版新模式研究*[J]. 科技与出版, 2024, 43(10): 69-79.
[12] 陆朦朦,周雨荷,苟圆林. 出版业中的声音景观:书业播客内容生产实践的不完全观察及反思*[J]. 科技与出版, 2024, 43(10): 60-68.
[13] 王小艳. 专题类学术资源库建设:社科类出版单位数字化实践的重要面向[J]. 科技与出版, 2024, 43(1): 96-102.
[14] 王勇安,张艺瑜. 人机协同知识共享共创破解出版内容资源匮乏难题[J]. 科技与出版, 2023, 42(9): 12-19.
[15] 赵宏源. 融合出版中的出版信息资源整合路径探索[J]. 科技与出版, 2023, 42(9): 50-55.