On The Influence Of The Opinion Leaders In The Publishing Industry

Under the era of media integration pattern in the publishing industry is under the test of the impact of the various and multiple problems, as important academic concept, opinion leaders in the industry in recent years caused many arguments, in fact, no matter in which industry, opinion leaders have exist and play a certain influence. Therefore, study the influence of opinion leaders for switching angles industry problems and current situation of innovation significance, the study of the characteristics of the industry thought leaders and constitute the essential elements of opinion leader can be more profound understanding of the industrial structure, and industry influence opinion leaders play a form for industry internal structure of new ways of thinking are put forward. Especially in the era of "Internet +", publishing industry as an important cultural industry.This paper publishing market in Taiwan area as the main target of observation, the first opinion leaders influence has carried on the simple introduction of publishing industry, and refine the publishing industry opinion leader and opinion leaders influence the industry two key definitions. Then through interview method and the use of grounded theory, interview data in Taiwan for the model design and interview arrangement, and based on the application of interview the data coding table and interview sum up the main factors of publishing industry opinion leaders. Next, through the analysis pointed out that publishing industry opinion leaders influence mainly through industrial policy, the male association organization, business objectives and strategies, and industrial cooperation, research and foreign relations and so on four aspects to be able to play. And in the process of opinion leaders of influence, opinion leader’s own personality traits, motives, the audience for the acceptance and understanding of opinion leaders, rebellious attitude, and the complexity of the publishing environment have caused some obstacles to the influence of the play. Finally, according to the publishing industry in Taiwan opinion leaders influence analysis, put forward the broad sense makes the publishing industry opinion leaders influence the method and the suggestion. Points out that building the influence of the publishing industry opinion leaders don’t using resources superiority and the interpersonal relationship network, not only need to opinion leaders to drive industry to strengthen industrial cooperation at the same time, and shall assume the corresponding social responsibility.