[雙語翻譯]--外文翻譯--英國兒童出版社——嘗試向多媒體市場轉(zhuǎn)型（原文）

1、The Third Conference on Electronic Publishing (ICCC/IFIP) 10 May 1999 Theme: Redefining The Information Chain - New Ways and Voices Electronic Library, 18 (4), 2000, 269-278 [ISSN 0264-0473] [online]: http://www.emeral

2、dinsight.com/Insight/viewPDF.jsp?Filename=html/Output/Published/Emer aldFullTextArticle/Pdf/2630180404.pdf [Accessed 26 June 2008] ----------------------------------------------------------------------------------------

3、---------- THE UK CHILDREN’S PUBLISHING HOUSE - ADAPTING TO CHANGE FOR THE MULTIMEDIA MARKET. A paper on a PhD research project in progress funded by the British Academy. Audrey Anthoney, Jo Royle and Ian Johnson a.ant

4、honey@rgu.ac.uk School of Information and Media, The Robert Gordon University, Garthdee Road, Aberdeen Abstract The research project currently in progress aims to develop a comprehensive understanding of the children’

5、s multimedia publishing industry in the UK and the challenges of adapting to change for publishers who have entered the multimedia market in the 1980s and 90s. The preliminary findings of research which includes a que

6、stionnaire and several case study interviews on UK publishers producing multimedia for children are described. These pointed to a number of factors which appear to be critical to the success of publishers entering the

7、market: ? modification of corporate culture, internal structures and processes ? branding of the company’s chosen multimedia identity ? focusing on the added value element of multimedia products ? promotion of org

8、anisational learning, innovation and creativity within the company ? sourcing necessary skills effectively 1. Introduction The paper firstly introduces how multimedia publishing for children in the UK has developed sin

9、ce publishers entered the market in the 1980s and 90s. The need for a business model to aid publishers adapting to change for the children’s multimedia market is also highlighted. A brief overview of the project’s aims

10、 and methods is provided and followed by the preliminary findings of the project. Factors which appear to be critical to the success of publishers emerged from the project’s questionnaire, interview and literature fin

11、dings, and have been analysed and presented within the categories of cultural change, branding, market strategy, product development, company structure, training and skills. Finally, strategic recommendations for publ

12、ishers adapting to the market are outlined. 1researchers alike are to understand and evaluate the process of change in the sector and its economic value in the UK economy. 3.2. Need for a business model At the London I

13、nternational Book Fair’s Digital Media Showcase in 1998, publishers were advised to engage in change immediately. ‘Those who occupy the place of conflict early, can face their opponents in comfort’. (Yip, 1998). Compan

14、ies taking this strategic stance include BBC Multimedia, OUP and Longman Logotron, and their business processes have formed a focus for this research. Scott Morton discusses the development of publishing companies in

15、this changing industry and suggests that ‘what is required is not so much a question of technology, as of change management and organisational issues.’ (Scott Morton, 1991). This research recognises that children’s pu

16、blishers’ business models must be reengineered to achieve effective business practice within the multimedia market. Other models have been created in response to the continuous developments in the information indust

17、ry. The design of models (Scholz, 1987) (Mahmood, 1991) which were developed to aid companies adapting to change in new technologies have been studied. Technology strategy surveys have also been undertaken as an aid to

18、 changes in the publishing industry (Evans, 1996). However, research into strategies and change processes specific to children’s publishing has not been carried out. This research focuses specifically on the creation

19、of a model for publishing companies producing for the children’s multimedia market. Its aim is to identify key variables, especially those driven by IT, essential for that ‘strategic fit’ when companies successfully a

20、dapt to change in the publishing market. Cronin has looked at companies’ strategies for gaining competitive success and feels ‘unless fresh opportunities can be identified, a company’s competitive edge may be blunted.’

21、 (Cronin, 1988). The role of information technology in conferring competitive advantage has also been analysed by Porter, who has researched values within strategic units in organisations which he believes lead to comp

22、etitive success. Porter’s approach to competitive advantage and process management has been adapted and applied in this research, in particular, to a study of the internal adaptive processes of children’s multimedia p

23、ublishing companies and the impact of external forces on these organisations. (Porter, 1985). 4. Aims and methods The project, to date, has aimed to survey and evaluate the publishing activity and position of a selec

24、tion of publishing companies in the UK which are producing multimedia products in tandem with their traditional output for children. This was carried out by means of a questionnaire survey which was designed and sent t

25、o 50 UK publishers. The results of the questionnaire were used as background information for interviews. The semi-structured interviews which followed were conducted with UK publishers, ranging from large conglomerate

26、s with broadcasting operations supporting their traditional output, to the more conventional print publishing department, also producing multimedia products in tandem with their traditional output for children. The in