The Traditional Publishing To The Digital Publishing Transformation And Innovation Research

The development of economic globalization and the advancement of Internet technology create a good environment for the development of digital publishing, which is also presented the vigorous development trend in China. Traditional publishing industry, as important content providers, is now under the impact of the digital. Only by speeding up its digital transformation, can traditional publishing industry be in an impregnable position in the market competition. The development of the digital publishing industry brings opportunities and also poses challenges to traditional publishing. This paper does some research and analysis of the present situation, problems, countermeasures and innovation in the process of transformation from traditional publishing to digital publishing in the following several aspects:First, the definitions of digital publishing are explained from different angles; several kinds of definitions recognized in this field are introduced; and this paper puts forward its own definition of digital publishing, and analyses the characteristics of digital publishing, the development state of digital publishing industry and the trend of the transition from traditional publishing to digital publishing.Secondly, on the basis of investigation and literature analysis, this paper summarizes six major problems existing in the transformation from traditional publishing to digital publishing. Traditional publishing industry, in the development of digital publishing, lacks financing channels, and has not yet formed complete industry chains. The lack of government policy support, industry management standards not unified, the copyright protection issues and the lack of compound talent also restrict the development of digital publishing industry.Thirdly, this paper analyzes the current situation of the development of digital publishing in the United States. With amazon’s digital publishing development model as an example, the experience of amazon operation mode can be summarized in three points:One is the consumer as the center; second, it is widely cooperation with content companies so as to gain access to traditional publishing content resources; third, it is the creation of multiple information platform, the added pieces of multi-dimensional content. Amazon model puts forward four advice to development of China’s digital publishing:One is to increase capital investment, adjust the industrial structure, complete industry chain optimization; second, it is formed by consumers as the center of the service concept; third, it is to pay attention to the cultivation of publishing talent; fourth, it is to adhere to the core idea--"content is king", and extend digital publishing business.Finally, this paper puts forward the innovation of the digital publishing, compared with traditional publishing, and in view of the research questions, six countermeasures are given. On the one hand, the government should strengthen the digital publishing industry funding and policy support. On the other hand, the enterprise should improve the publishing industry chains, cultivate compound talents, strengthen the copyright protection of digital publishing, establish unified management standards as soon as possible, strengthen its independent innovation abilities, and take die road of brand.