剖析Wattpad作为成功的国际化数字出版平台和社会化阅读社区,其运营活动的基础和本质,即一种新型的读写关系,其中作者与读者、读者之间乃至作者之间的关系都有了新的内涵;探讨Wattpad基于免费共享模式的盈利构想和途径,如广告、版权经营和众筹等;并分析Wattpad可为国内外出版机构借鉴的经验,如社区用户关系建设、基于数据挖掘的精细运营能力和拓展盈利方式等。 Analysis of Wattpad as a successful international digital publishing platform and social reading community, the basis and nature of its operational activities, that is, a new type of reading and writing relations, in which the author and the readers, readers and even the relationship between the author has New connotation; discuss Wattpad’s profit sharing ideas and approaches based on free sharing model, such as advertising, copyright management and crowdfunding; and analyze the experience of Wattpad for domestic and foreign publishers, such as the construction of community user relationship, the fine based on data mining Operational capabilities and expand the profitability and so on.