数字化生活产业讲座.pptVIP

The Publishing Business Allen Yang-NHU Publishing 出版是指將作品通過任何方式公之於眾的一種行為。 出版品指以傳播文化和知識為目的各種產品包括印刷品、電子產品的總稱，屬於傳播文化知識的媒體。 媒體 Content is King? 核心競爭優勢 Publishing-economic cultural practice 出版公司 營業項目 公司組織 出版週期(publishing cycle) 出版鏈(publishing chain) 出版圈(publishing field) The publishing cycle 財務觀點的決策週期四個階段（財務風險點） Take on a project Frog model 20/80 model Set initial prices and print-runs Rules of thumb Reprint? Stock? Out of print Cost/revenue The publishing chain Publishing supply chain The publishing chain Publishing value chain Functions of the publisher Content acquisition list-building Financial investment risk-taking Content development Quality control Management coordination Sales marketing The economics of publishing Financial model gross profit margin (GPM) GPM=GP/R GP=R-C (revenue, cost) 成本/印刷量/市場(一般書/教科書) 毛利目標(40%? 5-10%ˇ) 營運成本(m.r.o) 折價(discount) The publishing field forms of capital Key resources of publishing firms Economic capital Human capital Symbolic capital Intellectual capital (intellectual property) 產業競爭特性 同質性(homogeneity) 差異性(differentiation) 專門性(specialization) Market for content-compete for content Market for customer-compete for customer The differentiation of the publishing field Type of content Kind of market Trade title Academic publishing College textbook School-book English language teaching Children’s books Illustrated art book Conditions of success in different field The linguistic spatial properties of publishing fields English, French, Chinese Expand to international market Collaborate with local publisher Agent Overseas office Translation right buying/selling (Frankfurt Book Fair-Oct.) Cost in physical book The growth of title output 270,000(1955)-770,000(1995) UK(100,000),Germany(75,000),USA(65,000),Japan(60,000),Spain(50,000),Korea(40,000),France(38,000)-1995 USA-147,000(2002) Why? Cost down Higher-throughput model ISBN didn’t show the true data Concentration corporate power Merge a variety of different media Media, i