Study On Publishing Business Model Of Derivative Children’s Books About Online Games

With the increasing development of domestic online games market, popular online games market begans showing signs of market saturation and increasing competition. From 2008, some of domestic online games companies turn to market segment of children’s online games. In just a few years, games companies, such as Taomee, Baitian, Tencent, etc. have developed dozens of games products for children in community, including "Moore Park" "Obi island" "the Saier number" "Rock kingdom".The business model of Children’s online games is different from the adults’. While online games companies develop the main business of online games, they also attach great importance to cooperation with enterprises in publishing, film and television, entertainment, clothing, stationery, toys and other industries, creating a series of derivative products based on the resources in brands of children’s online games, allowing joint development between the main industry and the derivative industry, building up entertainment brands for children across couples of multiple industries. Among them, the derivative children’s books about online games are new varieties of books which develop from famous online games after publishers get authorization from online game companies. In the process of publishing derivative children’s books about online games, publishers has obtained considerable short-term economic gains, but from the long-term development perspective, the existing domestic publishing business model of derivative children’s books about online games has three restricting factors, including core resources, key business and revenue sources. This paper adopts business model theory, uses literature research, case studies, comparative study, interdisciplinary research and other research methods, makes an in-depth study on Chinese children’s online games and derivative children’s books market, analyzes the existing publishing business model system and the existing problems, in addition, puts forward proposals about business optimization and mode innovation on the domestic publishing business model of derivative children’s books over online games.Firstly, this paper analyzes the background and significance of the research in the introduction chapter, defines "children’s online games", "business model", gives a review about relevant theories of the business model and research literature, introduces the research idea, framework, methods and innovations of this paper. In the second chapter, the paper outlines the development of online games market and Chinese children’s online games market. It classifies the domestic major companies of children’s online games and its represent products, summarizes the characteristics of market development, gives a overview on the derivative children’s books about online games, and makes a study on the case of derivative children’s books about "Moore Park". Then, the third chapter dissects the domestic publishing business model system of derivative children’s books about online games, and points out three restricted factors of the existing business model.The fourth chapter analyzes the shortcomings of the existing business model and puts forward the countermeasures about business optimization. The fifth chapter firstly states the starting points and train of thoughts of mode innovation, and then puts forward concrete proposals about business model innovation combining with domestic and foreign relevant publishing cases. Finally, the conclusion of the paper makes a comprehensive review, refines the main point of the full text, and points out the existing deficiency in the study.