摘要
Abstract
During the 14th Five-Year Plan period,the rapid development of information technology has driven significant progress across the publishing,while also highlighting the urgent need to transform and upgrade traditional publishing formats.A large amount of paper-based book content has been digitized and networked,with digital products now offering multiple value-added features such as commentary,multimodal display,and recording.Short videos and mobile reading have increasingly consumed the time traditionally dedicated to reading paper-based books,which aligns more closely with the preferences of digital native readers.Therefore,digital products,replacing paper-based books,have become a dominant trend for reading.Canadian communication scholar McLuhan once stated,"Media is information,"and the advent of an emerging technology has brought greater changes to existing media than media content innovation.When people no longer regard reading paper media as the primaryway to acquire knowledge and information,the decline of paper media has become historically inevitable.In 2024,the national book retail market witnessed a year-on-year decline of 6.20％,with the year-on-year decline rate of net proceeds from book sales being 2.66％.Even children's books,which had seen continuous growth for the past decade and account for nearly 30％of the retail book market,also experienced their first decline in the retail market in 2022.Faced with the industry downturn,rising production costs,and the safety requirements of classic live streaming marketing products,conservative management has become a wise choice.Major publishing institutions have been hesitant in new book development and investment,focusing instead on public edition books.The fear of producing niche or specialized books has led to a diminishing number of small and beautiful publications.The homogenization of publishing is severe,and the decline in the variety of new books has resulted in a"no books to read"situation for consumers,leading to a vicious cycle.In terms of marketing,social media has become a popular trend for book sales in recent years.Tiktok's anchor sells books live,and Xiaohongshu's atmosphere scene marketing has achieved good results.The variable that drives book purchases is no longer"quality",but"emotion".Compared to book content,social media influencers are more likely to establish emotional resonance and connection with consumers.Book content needs to be promoted by bloggers with emotional support to gain acceptance from readers.In terms of publishing integration,book publishing integrates"cultural+"formats,such as cultural heritage,tourism,education,entertainment,and creative industries,accelerating the transformation of the modern publishing industry into a diversified service integrator.In terms of innovation in digital technology applications,the rapid development of information technology has given rise to many new products,formats,and models in the publishing industry,such as blockchain-based digital collectible assisted content creation,and cross-industry integration.These innovations continue to emerge.The integration of virtual and reality,the convergence of human and machine,and the co-creation of"cyberization"have led the publishing industry from"digitalization"to"digitization",and from"content production"to"knowledge services".关键词
出版业/"十四五"/主题出版/出版同质化/出版融合/场景营销/直播售书/VR图书/人工智能出版/出版学科建设
