摘要
随着人们生活质量的不断提高，音乐图书的发展逐渐大众化与
市场化，而互联网等信息技术的普及，进一步改变了音乐图书的出
版市场。传统的纸质图书形式不易携带且附加服务少，以纸质为载
体的内容服务和商品已经远远不能满足市场的需求。与此同时，部
分出版社开始尝试数字化转型，试图通过新的出版方式来吸引更广
的受众。不可否认，新媒体时代大幅提高了音乐图书的传播广度，
突破了传统意义上的空间限制，但也对传统出版企业造成了巨大冲
击。如线下出版物的销售量和广告需求明显下降，诸多老牌杂志纷
纷停刊等。从长远来看，数字化出版更符合时代的发展趋势，因此
如何顺应时代的发展趋势，加快企业的数字化出版转型成为众多出
版企业的关键突破口。 W出版社历史悠久，其音乐图书在行业内具
有较强的市场竞争力，近年来 W出版社在不断尝试数字化转型出版，
但整体来看，W出版社数字化出版的转型成效不明显，而反观其他
部分图书出版社数字化出版取得了巨大进步，这给予了 W出版社数
字化转型一定的启示。为此，本文以 W出版社为研究对象，从 W
出版社音乐图书数字化转型的现状、面临的问题和原因以及音乐图
书数字化转型优化策略实施四个方面展开了分析讨论，并以人民音
乐和上海音乐作为借鉴，为 W出版社的数字化转型提供一定的借鉴
意义。
本文在结合竞争优势理论和 SWOT分析后发现，目前 W出版
社存在着组织结构不合理、数字出版产品转型程度低、商业模式滞
后和版权保护措施弱等一系列的问题。在分析人民音乐和上海音乐
出版社数字化转型的成功经验后，从人才激励措施、完善数字产业
链和加强出版融合等方面提出优化建议。本文不仅详细分析了 W出
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版社音乐图书数字化转型的现状，还研究了 W出版社音乐图书数字
化转型现状的内外部环境，并列举了 W出版社音乐图书数字化转型
优化的阻碍与措施等方面的内容，这为 W出版社音乐图书数字化转
型优化提供了丰富的理论依据，具有一定的现实意义。
关键词：数字化音乐图书出版优化策略
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ABSTRACT
With the continuous improvement of people's quality of life, the
development of music books is gradually popularized and marketized,
and the popularity of information technology such as the Internet has
further changed the publishing market of music books. Traditional paper
books are not easy to carry and have few additional services. The content
services and commodities based on paper are far from meeting the needs
of the market. At the same time, some publishers are experimenting with
digital transformation, trying to attract a wider audience through new
publishing methods. It is undeniable that the new media era has greatly
improved the spread of music books and broken through the space
limitation in the traditional sense, but it has also caused a huge impact on
traditional publishing enterprises. For example, the sales and advertising
demand of offline publications have declined significantly, and many old
magazines have stopped publishing. In the long run, digital publishing is
more in line with the development trend of The Times. Therefore, how to
comply with the development trend of The Times and speed up the
transformation of digital publishing has become a key breakthrough for
many publishing enterprises.W press has a long history, its music books
in the industry with strong market competitiveness, W press published in
trying the digital transformation in recent years, but the whole, W press
digital publishing transformation effect is not obvious, whereas the other
part of the book press digital publishing has made great progress, it gave
the W press digital transformation of certain enlightenment. Press as the
research object, in this paper, the W W from press music book digital
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