摘要
文章基于中国人民大学出版社在有声业务领域创新实践,以双向嵌入性理论为分析视角,探究中国人民大学出版社的有声业务实践:在品牌方面,通过打造拳头产品、拓展教育场景、深化平台合作、强化私域流量运营,实现用户资源积累与市场回流;在业务方面,通过优化合同机制、加强版权管理、构建人才体系、推动制度规范化,提高版权运营能力。
This study examines the innovative practices of China Renmin University Press in audiobook production through the lens of embeddedness theory,exploring its bidirectional embedding model practice.ln terms of brand embedding,the press has accumulated user resources and enhanced market circulation by developing flagship products,expanding into educational scenarios,deepening platform collaborations,and strengthening private traffic operations.In terms of business embedding,the press has improved copyright management and operational efficiency by optimizing contractual frameworks,strengthening copyright governance,building a specialized talent system,and institutionalizing regulatory mechanisms.Through theoretical analysis of these innovations,this study seeks to provide insights into the sustainable development of audiobook businesses in traditional publishing houses.
作者
乌兰
张乐遥
Lan Wu;LeYao Zhang(China Renmin University Press Co.,Ltd.,Beijing 100080,China;Huazhong University of Scienceand Technology,Wuhan 430074,China)
出处
《中国数字出版》
2025年第3期66-71,共6页
CHINA DIGITAL PUBLISHING
