Study On The Operation Model And Profit Model Of China's Self-publishing Industry In The Digital Era

With the development of digital technology,the digital tide has swept every corner of our life,and no media invention can be as seamless as digital technology.The vigorous development of digital publishing technology,especially the prosperity of e-book market,has some challenges to the traditional publishing industry forms and rules,and it also spawned a new publishing model of self-publishing,which is a special third party to bypass the publishers and publishing formats by the author the entire publication process.It has unique advantages in meeting personalized publishing needs.As early as the nineteenth Century,the book market in the United States has emerged from the embryonic form of publishing.In the digital age,the publishing industry has developed a new vitality,and gradually developed into a large-scale industry.In 2008,the number of books published in the United States has exceeded the traditional published books,breaking the monopoly form of traditional publishing,and forming a more perfect mode of industrial chain.However,due to the different national conditions and policy environment,the rise and development of self-publishing at home and abroad are very different,and the website's operation model and profit model are also different.Compared with the vigorous development of foreign publishing market,China's self-publishing model started late.At present,it is still in the initial stage of exploration,and has not yet formed a more standardized operation model and mature profit model.However,the publishers have been exploring actively.With the progress of digital technology,digital reading market in China has shown great potential for development,which has created favorable conditions for the development of network self-publishing.On the whole,there are three characteristics of self –publishing in China: most of them are network literature,the diversification of publishing mode,and the publishing platform tends to be a minority.Specifically,the operation models of self-publishing platforms in China have the following: the Douban mode of gathering small groups,the network literature published as the core of the self-publishing model,relying on big data customization owned Jingdong model,based on the social network of the WeChat self-publishing model,the traditional press led to Laichushu books self-publishing model.They have different features in the form and content of publication.The platforms' profit sources are content payment,value added services,product trading and advertising.There are many problems in the development of self-publishing industry in China,such as the uneven quality of products,the copyright system needs to be improved,the small scale of the platform and low integrative level.These problems have affected the long-term development of self-publishing.In this paper,aiming at the problems of China's self-publishing,some constructive countermeasures are put forward from the industry policy,industry standard,platform construction and other macro and micro level,including the establishment of a sound regulatory system,improve the self-publishing digital copyright protection mechanism,strengthen the self-publishing platform of content construction,and cooperation with the traditional press in order to promote the integration of resources.Therefore,combined with the characteristics of China's self-publishing operation model and profit model,it is particularly important to open up the self-publishing development path,which is suitable for the publishing situation of our country on the basis of drawing lessons from the foreign experience of publishing development.