Research On Douban.com's Digital Publishing From The Perspective Of Industry Chain

The content source of Douban Digital Publishing relies on user-generated content(UGC)and professionally generated content(PGC).The accumulation of rich content resources provides the basis and possibility for the vertical integration development of Douban digital publishing industry chain.Douban Digital Publishing takes the opportunity of content resources to participate in content production through vertical integration and enhance its control in the content field.In the field of content development,it participates in copyright operations through vertical integration and expands its digital publishing.The influence of the field.The market product type and marketing measures adopted by Douban Digital Publishing are determined based on the long tail market positioning of Douban Digital Publishing.In the development of digital publishing of Douban,through the horizontal diversification of products,various types of products for reading,music,audio and video have been formed.At the same time,Douban fully utilizes diversified marketing measures to form the characteristics and advantages of Douban Digital Publishing Platform marketing.The dual structure of the “content + market” of the digital publishing industry chain is constantly being formed and gradually becoming clear.Under the dual structure of “content + market”,Douban digital publishing industry chain gradually realized the platformization of content operation and the platform of market operation.The core advantages of Douban Digital Publishing Platform are constantly emerging.