兩岸出版社數位出版品發行模式之探討

大陸與台灣作為全球最大的華語出版地區，其數位產業當然也是華語出版的領頭羊。瞭解兩岸優秀出版社的數位出版品發行模式，不僅對兩岸出版社、甚至對於整個華文地區出版社也有著重要的借鑒意義。本論文採用深度訪談法，通過訪談兩岸數位出版品相關從業者，來瞭解兩岸優秀出版社數位出版品的發行模式及其行銷通路結構，並歸納分析兩岸出版社數位出版品發行模式的異同。經過訪談分析後發現，兩岸出版社數位出版品發行模式基本相似。在現有的產品發行體系當中，電信運營商居首要地位，其他通路各有特色、共同發展的“一超多強”局面。

關鍵字

發行管道；海峽兩岸；數位出版

並列摘要

China and Taiwan are the largest Chinese-language on publishing regions, They also are the leaders in the digital industry of Chinese-language publication. Knowing the distribution models of good digital publications is the most important thing, not only to both sides of the Taiwan strait, but also for the whole Chinese publishing industry.The study used the depth interviews, focused on distribution model of digital publications. Throughout the interviews, we try to understand the distribution structure about digital publications in Taiwan and Mainland China, and analyzed the similarities and differences with current distribution models of digital publications between in Taiwan and Mainland China.The study found the distribution structure on Taiwan and Mainland China are basically identical, and the form of telecom operators is the primacy of the existing product distribution system, other pathways have distinguishing feature with each other, and they gradually develop a prosperous situation at present.