商业画布视角下图书开放获取商业模式研究——以Open Book Publishers为例

doi:10.13266/j.issn.0252-3116.2021.22.006

图书情报工作 ›› 2021, Vol. 65 ›› Issue (22): 56-64.DOI: 10.13266/j.issn.0252-3116.2021.22.006

商业画布视角下图书开放获取商业模式研究——以Open Book Publishers为例

马小琪^1,2

1. 黑龙江大学信息管理学院哈尔滨 150001;
2. 黑龙江大学信息资源管理研究中心哈尔滨 150001

收稿日期:2021-06-30 修回日期:2021-09-13 出版日期:2021-11-20 发布日期:2021-12-01
作者简介:马小琪,副教授,博士,硕士生导师,E-mail:1302155274@qq.com。
基金资助:
本文系国家社会科学基金项目"价值网视阈下图书开放获取权益分享机制研究"（项目编号：18BTQ021）研究成果之一。

Research on the Open Access Business Model of Books from the Perspective of Business Canvas: Taking Open Book Publishers as an Example

Ma Xiaoqi^1,2

1 School of Information Management, Heilongjiang University, Harbin 150001;
2 Information Resource Management Research Center, Heilongjiang University, Harbin 150001

Received:2021-06-30 Revised:2021-09-13 Online:2021-11-20 Published:2021-12-01

摘要/Abstract

摘要： [目的/意义] 对Open Book Publishers （OBP）出版社学术图书开放获取商业模式的9个构成要素及运作特点展开研究，以期以更细粒化的商业模式研究视角，求解破除图书开放获取困局的办法，并为以学术团体或大学研究机构为主导的同类出版社建立可持续的商业模式提供参考。[方法/过程] 从开放获取的研究视角，运用商业画布分析工具及案例分析法，试探究OBP出版社的商业模式构成要素及其耦合机理。[结果/结论] OBP作为全开放出版社能实现微利，其秘籍在于以用户需求为导向，以平台为基础，在明确的客户细分、面向用户需求的价值主张、良好的客户关系、畅通的渠道通路、丰富的内容资源与合作伙伴基础等要素的基础上，实现了供给侧与需求侧的精准匹配，引导实现正向网络外部性效应与聚集效应。OBP商业模式的成功也为我国开展图书开放获取活动提供了有益的启示。

关键词: 商业模式, 商业画布, 学术图书开放获取(OAB), Open, Book, Publishers(OBP), 双边市场

Abstract: [Purpose/significance] This paper explores the nine components and operational characteristics of open access business model of academic books by Open Book Publishers(OBP). In order to solve the open access dilemma of books from a more granular perspective of business model research and provide a reference for the establishment of a sustainable business model of similar press led by academic communities or university research institutions. [Method/process] From the perspective of open access, the paper tried to explore the elements and the coupling mechanism of OBP business model by using the commercial canvas analysis tool and the method of case analysis. [Result/conclusion] As a full open publisher, OBP could realize a little bit profit to sustain. Its success is based on an integration of a series of elements: oriented by user needs, platform as the basis, clear customer segmentation, value proposition faced user needs, good customer relations, smooth channel access, rich content resources and partner base. On the basis of these elements, the publisher has realized precision matching of the supply side and the demand side, led to a positive network externality effect and aggregation effect. The success of OBP business model provides beneficial enlightenments to carry out book open access activities in China.

Key words: business model, business canvas, open access of academic books (OAB), Open Book Publishers (OBP), bilateral market

中图分类号:

G250

马小琪. 商业画布视角下图书开放获取商业模式研究——以Open Book Publishers为例[J]. 图书情报工作, 2021, 65(22): 56-64.

Ma Xiaoqi. Research on the Open Access Business Model of Books from the Perspective of Business Canvas: Taking Open Book Publishers as an Example[J]. Library and Information Service, 2021, 65(22): 56-64.

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商业画布视角下图书开放获取商业模式研究——以Open Book Publishers为例

Research on the Open Access Business Model of Books from the Perspective of Business Canvas: Taking Open Book Publishers as an Example

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