Research On New Media Technology Adoption Of Chinese Publishing Enterprises

Since the21st century, information and communication technology has increasingly influenced publishing industry. It becomes a central question for publishing fields from both home and abroad on how to make use of innovative technology to realize industrial transformation and upgrading. In recently, Chinese government has put forward a series of policies to promote the innovative development of publishing industry and local publishers. However, when compared with European and American publishers, such development of Chinese traditional publishers is still in the very early stage. Most existing research on innovation management of publishing enterprises in China belongs to descriptive and qualitative analysis but lack of empirical study with systematic theoretical basis and methodologies. Therefore, based on the theories of organizational innovation adoption, industrial convergence and economic characteristics of publishing products, this thesis focuses on the key stages of new media technology adoption processes, including adoption motivation, decision-making, implementation and management, and influencing factors of technology adoption performance. According to these research results, the author takes further study on the underlying cause for the problems of Chinese publishers and gives suggestions on promoting Chinese publishers’innovation development from the perspectives of governments and enterprises.With the methodologies of questionnaire survey, indepth interview and case study, there are some important findings in this thesis. The investment and profit of new media business by Chinese publishing enterprises are very limited. There are significant differences in the performance of new media technology adoption among different organizational types and sizes. As most publishers adopt new media technology with the motive of exploiting new markets, however publishing enterprises with different motivations show no significant difference in the performance of technology adoption. As to the decision-making process, the main obstacles of technology adoption are too much risk, lack of innovative talents and funds. Most publishers adopt new media technology with the pattern of technology outsourcing. When it comes to the process of implementation and management, organizational learning effects are existed in publishers’technology adoption. The informatization level and techonlogy investment of publishing enterprises have the impact on technology adoption performance with different significance level. Management innovation performance has low relativity with new media technology adoption performance. As to the inluencing factors of technology adoption performance, the weight of internal influencing factors is larger than the external. Among the exteral factors, new media product demand is the most important factor, while top management support and resource advantage are more important than other factors among the internal influencing factors.This thesis suggests that Chinese traditonal publishers lacking of dual viability is the underlying problem of their new media technology adoption and innovation. In order to solve the problem, on the one hand, the government should improve the modern publishing market system and eliminate the barriers of market operation; on the other hand, the government should play a postive role in the reasonable range, and provide much-needed support for publishing enterprises. From the perspective of publishers themselves, they should enhance their competitiveness and competitive capability, and meanwhile correctly position their development strategy. It is suggested that Chinese publishers look for strategic partners externally and adjust their new media management internally.The results of the thesis will provide practical reference for the innovation practice of local publishers, while at the same time contribute to innovation management research of cultural and media enterprises.