摘要
分析电子图书与纸质图书之间的关系,探讨影响两者协同发展的因素,以期实现图书整体收益最大化。文章综合采用文献研究法、问卷调查法、数据观察法和访谈法就上市策略、价格策略、盗版对电子图书和纸质图书协同发展的影响展开研究。研究结果表明,纸质图书和电子图书采取纸电同步的上市策略,图书整体收益更高;电子图书的计费模式呈现多样化,畅销电子图书定价为纸质图书定价的51%—70%,已经和纸质图书的实际销售价格持平;图书畅销会导致电子图书盗版增加,盗版对正版纸质图书和电子图书的销量不产生直接影响,但会成为阻碍出版单位发展电子图书的主要因素之一。建议出版单位采用纸电同步的上市策略,多样化的电子图书定价策略,在打击盗版行为的同时,加快产品的更新迭代,以有效抑制电子图书的盗版。
The present paper analyzes the relationship between electronic books and paper books, and discusses the factors that affect their synergistic development, in order to maximize the overall profits of books. This paper studies the influence of the listing strategy, price strategy and piracy on the synergistic development of electronic books and paper books by means of literature research, questionnaire survey, data observation and interview. The results show that, when paper books and electronic books adopt the paper-electronic book synchronization listing strategy, the overall profits of books are higher;the billing mode of electronic books is diversified, and the prices of the best-selling electronic books are 50% to 70% of the prices of paper books, meaning that the actual sales prices of electronic books are the same as those of paper books;the popularity of books will lead to the increase of electronic books piracy, and the piracy has no direct impact on the sales of legitimate paper books and electronic books, but will become one of the main factors hindering the development of electronic books of publishing units.It is suggested that publishers should adopt a paper-electronic book synchronization listing strategy and a diversified pricing strategy of electronic books to speed up the updating iteration of products while combating piracy, so as to effectively suppress the piracy of electronic books.
作者
赵宏源
ZHAO Hongyuan(Shanghai Digital Century Network Co.,Ltd)
出处
《出版与印刷》
2022年第5期63-73,共11页
Publishing & Printing
关键词
电子图书
纸质图书
纸电同步
上市策略
价格策略
盗版
市场替代
electronic book
paper book
paper-electronic book synchronization
listing strategy
price strategy
piracy
substitution of market
