传统出版在数字阅读时代的生存和发展路径

Traditional Publishing’s Path to Survival and Development in the Digital Reading Era

摘要: 伴随着互联网和信息技术的快速发展，移动互联已经对人类生活的方方面面潜移默化地产生了巨大的改变，手机、平板等移动媒介从作为人体的延伸逐渐成为了人类身体不可或缺的一部分。数字技术对出版业的渗透主要表现在以“碎片化”阅读为基本阅读形态的数字阅读，在很大程度上对传统的纸质书的阅读需求产生了巨大冲击。但纵观如今的图书市场，虽然数字阅读以其易便携、随时性、多样性等优势为读者提供了不一样的阅读体验，在市场上占取部分份额，但是纸质书的出版与需求也从未间歇，纸质书的阅读仍然作为当今社会群体的基本阅读习惯生存在出版市场中。可以发现，在数字阅读成为不可阻挡的时代潮流中，传统纸质出版也被裹挟在这浪潮中不断向前发展，而融合出版就是这场潮流孕育的必然结果。本文通过从主观与客观两个研究角度，分析纸质阅读相较于数字阅读所拥有的优势，总结纸质书在出版市场的生存优势；同时也冷静地认识到数字阅读的必然趋势，为纸质书与数字技术的融合提供发展建议。

Abstract: Accompanied by the rapid development of the Internet and information technology, mobile Internet has already produced great changes to all aspects of human life; cell phones, iPads, and other mobile media, as an extension of the human body, have gradually become an indispensable part of the human body. The penetration of digital technology into the publishing industry is mainly manifested in the “fragmented” reading as the basic reading form of digital reading. To a large extent, the traditional paper book reading demand suffered a huge impact. But looking at today’s book market, digital reading, with its easy portability, readiness, diversity, and other advantages, provides readers with a different reading experience while taking part of the share in the market. However, the publication and demand for paper books have never stopped, and the reading of paper books still survives in the publishing market as the basic reading habit of today’s social groups. It can be found that digital reading has become an unstoppable trend of the times. Traditional paper publishing is also wrapped in this wave of continuous development, and integrated publishing is the inevitable result of this trend. This paper analyzes the advantages of paper reading compared to digital reading from two research angles, subjective and objective, and summarizes the survival advantages of paper books in the publishing market; at the same time, it also calmly recognizes the inevitable trend of digital reading and provides development suggestions for the integrated of paper books and digital technology.