研究海外初创教育出版企业在融合出版产品开发、市场运营等方面有价值的理念和做法,批判性吸收其中的经验,可为我国教育出版企业的融合发展提供参考和借鉴.本文以39家海外初创教育出版企业为研究对象,结合文本分析和案例分析展开研究.研究发现,在产品开发方面,开发人工智能数字教育产品已成为融合出版产品开发的新趋势;数字教材开发及教材租赁业务是部分初创出版商寻求的重要渠道;抵御人工智能带来职业冲击的在线教育平台也成为重要创业方向.从融合出版运营过程看,传统出版商仍是主流内容供应商;吸引用户自主订阅是主要分销方式;提升用户体验和员工快速决策能力尤其受到关注.教育出版企业积极拥抱并广泛采纳包括人工智能在内的新技术,政策引导技术密集型企业参与融合出版产业链,以及企业内部开展业务结构和出版实践变革,可能是我国教育出版企业加快推进融合出版工作的有效方法.
Studying the valuable concepts and practices of overseas start-up educational publishing enterprises in the areas of integrated publishing product development and market operation,and critically absorbing the experiences,can provide reference and lessons for the integration development of similar enterprises in China.This research took 39 overseas start-up educational publishing enterprises as the research objects,combining textual analysis and case study.It was found that in terms of product development,developing AI digital education products had become a new trend in integrated publishing industry;digital textbook development and textbook leasing business was an important channel for some start-up publishers to profitably seek profitability;and online education platforms capable of withstanding occupational impacts brought about by AI had also become an important entrepreneurial direction.In terms of operation process of integrated publishing,traditional publishers were still mainstream content suppliers;user independent subscription was the main distribution method;enhancement of user experience and staff's ability to make quick decisions were particularly in focus.Active embrace and wide adoption of new technologies,policy guidance of technology-intensive enterprises to participate in integrated publishing industry chain,as well as internal reform in business structure and publishing practices,may be effective ways for educational publishing enterprises in China to accelerate publishing integration.