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網路時代的內容經營模式20101115中山大學通識課程
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網路時代的內容經營模式20101115中山大學通識課程
1.
網路時代的內容經營模式 城邦出版集團數位出版部 黃瓊瑩
2.
大綱 • 數位時代的內容特性 • 紙本內容的威脅與機會 •
網路時代的內容經營方式
3.
內容是出版業的核心 • 好作者與好作品是城邦 營運的關鍵。 • 不一樣的自然養生法 •
暮光之城 • 享受吧!一個人的旅行
4.
紙本內容的凋零 ¨ 根據遠見雜誌於99年9月29日公布的25縣市總體閱讀 競爭力調查,台灣人平均每天只花廿六分鐘閱讀,每 個月讀兩本書,一年花一千四百六十一元買四本書。 ¨ 大家真的都不看書了嗎?
5.
數位時代的內容特性 紙本時代 數位時代 買的/租的 Copy
Paste (Free) 必須在當地買 距離無遠弗屆 內容珍貴 免費內容充斥 內容爆炸 價值被拉低(ex電子書應該比 紙本書便宜) 有時間看書 沒時間看書 螢幕搶走了紙本的時間
6.
紙本內容的威脅與機會 ¨ 螢幕是紙本最大競爭對手。 ¨ 硬體閱讀器 ¤
PC/NB ¤ iPhone/iPad/Smart Phone ¤ 電子書硬體閱讀器(E-ink等) ¨ 數位內容出版品 ¤ 形貌多樣的新內容 ¤ 公螢幕v.s私螢幕 ¨ 軟硬結合的新生意 ¨ 世界自己會向前走,不管你喜不喜歡…
7.
網路時代的內容經營方式 ¨ 內容即服務 ¨ 紙本經營-多元經營 ¨
善用複製的特性 ¨ 善用網路與社群
8.
內容即服務 ¨ 提供解決方案的建議-提供解決方案的建議及 相關配套的「加值」服務 ¨ 課程、資料庫、加值電子書、應用程式(APPS) ¨
Tip:讓內容難以在網路上被複製、複製也沒有 意義(有本事把整台server偷走)
9.
紙本內容延伸服務:天下知識庫 ¨ 將天下紙本雜誌內容製作成知識庫。 ¨ 以點數方式進行訂購
10.
紙本內容延伸服務:MagV ¨ 以99元吃到飽方式經營。 ¨ 出版社只要提供紙本雜誌, 由MagV將雜誌掃描成電 子檔。(因不需提供PDF, 進入門檻低) ¨
CAAM (Content As A Media)
11.
紙本內容延伸服務:隨身e冊 ¨ 「隨身e冊」為城邦媒體針對數位閱讀需求所打造的多媒 體書刊平台,初步以蘋果iPad為平台。 ¨ 目前線上提供總數達21本的電子雜誌,另外也提供約400 本左右的書籍。(預計12月上市) ¨
CAAM (Content As A Media)
12.
紙本內容延伸服務: Lifeel生活旅遊隨身應援誌 ¨ 城邦於行動平台上推出 的隨身版有型生活與旅 遊精選資訊服務。 ¨ 只要利用等車、搭車、 開會、上廁所的閒暇時 間,打開『城邦生活 Lifeel
app』,就可以立 刻接受由墨刻、麥浩斯、 城邦名表資深編輯團隊 成立的應援團服務。 ¨ 以CAAS(Content As A Service)帶動廣告量
13.
內容即服務形式:Lonely Planet 紙本版呈現形式 數位版呈現形式
14.
內容即服務形式: Naturesys 自然系圖鑑 Online ¨
iPhone(USD6.99) ¨ 從學習與教育的需求出發,提供服務:帶領觀賞者與學生 借助檢索系統,查詢自己所見到的鳥類,瞭解其名稱、產 地與習性等。
15.
內容即服務形式:格林動感繪本 ¨ 0.99USD (iPhone)/1.99USD(iPad
HD) ¨ 為格林暢銷繪本改編,以多媒體和伴讀功能帶給兒童新的閱讀與學 習體驗(擁有繁簡中文和英文版本) ¨ 搭配「大熊機」硬體銷售(PC home Online已上市)
16.
紙本經營-多元經營 ¨ 出版社可以藉由 POPO原創重新掌 握出版方向,挖掘 下一個明日之星。 ¨ POPO原創多元的 發表機制與經紀關 係,幫助創作者以 各種不同形式發表 自己的作品。
17.
紙本經營-多元經營 • 版權/作者/ 自行製作 • 企劃討論/ 買斷/簽約 • 規格設定/ 成本評估 • 審稿 •
校對 • 排版 • 輸出 • 看樣 • 送印 多載體出版發布平台 轉化 • 閱讀 • 銷售 • 閱讀 • 銷售 • 閱讀 • 創作 • 銷售 • 雜誌 • 書
18.
網路時代的內容經營方式 ¨ 內容即服務 ¨ 紙本經營-多元經營 ¨
善用複製的特性 ¨ 善用網路與社群
19.
善用網路與社群-出差英語900句 ¨ 貝塔出版 (2.99USD)。 ¨
將紙本書重新編輯+真 人整句發音。 ¨ 正妹在各大社群網路推 薦(口碑行銷)。 ¨ 下載量從10次/天瞬間 衝到50次/天並穩定成 長。 ¨ 目前下載量已超過一萬 五千次,APP Store滿 意度高達4.5顆星。
20.
善用網路與社群:天下雜誌 ¨ 日本經營之聖、京瓷創辦人 稻盛和夫,在新書《稻盛和 夫工作法》中,將人分成自 燃、可燃和不可燃三種。 「可燃人」靠近火就會燃燒; 「不可燃人」即使靠近火也 不會燃燒;「自燃人」則不 需借助外力,自己就可以熊 熊燃燒。 ¨ 天下雜誌以自燃力測驗:你是 自燃人?還是可燃人?讓網友 在FB上進行測驗與討論 ¨
天下雜誌FB粉絲團衝破十萬 人。網站在討論當週流量爆 量。
21.
THANKS FOR YOUR
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