- 期刊
面对不确定性：亚马逊Kindle在中美电子书市场的差异境遇研究
Confronted with the Uncertainty: Different Situations of Amazon Kindle in Chinese and American E-book Markets
摘要
亚马逊Kindle退出中国不仅直接反映了其经营策略的得失，其背后逻辑也涉及电子书市场的共性规律与问题。由于边际成本低且法律定性模糊，电子书消费具有较高的不确定性，导致读者购买意愿低下。在美国，亚马逊通过完整生态系统、自助出版扩充内容存量、低价策略、硬件终端过渡，成功降低不确定性／增强确定性，从而培养起读者阅读和消费习惯以建立产业主导。但进入中国后，亚马逊的生态系统、内容存量、定价标准、Kindle阅读器受到了本土平台、网络文学、读者低估价、新型移动终端的挑战，由此造成的高不确定性使之难以在电子书市场竞争中占优。亚马逊Kindle在中美电子书市场获得差异境遇的启示在于，电子书产业需要以应对不确定性为发展方向。因此，我国应当充分利用各方资源并协作努力，完善电子书产业链体系的互操作性，加速网络文学向电子书转化与整合，提高产品附加值并细分定价，优化公共电子书阅读服务体系。
並列摘要
The withdrawal of Amazon Kindle from China directly reflects gains and losses of its business strategy while the logic behind involves common laws and problems of e-book market. Due to low marginal cost and vague judicial determination, e-book consumption has high uncertainty which brings low willingness for readers to buy e-books. In the U.S. e-book market, Amazon has reduced the uncertainty (or enhanced the certainty) through its complete ecosystem, the continuous expansion of content stock from self-publishing, low price strategies and the transition of hardware terminals, which developed readers' reading and consumption habits. These measures have led to its domination of the industry. However, after entering China, Amazon's ecosystem, content stock, pricing standards, and Kindle Reader had been challenged by local platforms, Internet literature, readers' undervaluation of price, and new mobile terminals, which caused the high uncertainty and made it difficult for Amazon to dominate the e-book market. Therefore, China's e-book industry needs to deal with uncertainty and take it as its development direction, which specifically includes making full use of resources and working collaboratively for all parties to improve the interoperability of the e-book industry chain, accelerate the transformation and integration of Internet literature and e-books, as well as value added products promotion, segmented pricing, and public e-book reading service systems optimization.