Research On Problems And Countermeasures Of App Operation In Publishing Organizations

The in-depth development of Internet technology has brought new opportunities and challenges to my country's cultural industry.With the development of PC and mobile terminals,everyone has become a producer,disseminator,and receiver of information,which puts forward new requirements on the quality of content output,content output channels,and content monetization capabilities of publishing organizations.My country's publishing organizations are also actively responding to changes,using their own superior resources,combining readers' new reading preferences and tendencies,and strengthening the utilization of technology to achieve transformation,so as to better meet the new needs of the nation's reading era.APP operation is an important part of the digital layout of publishing houses.It brings a new form of content expression to digital publishing,and builds a platform for readers to read and obtain content consultation during the epidemic.There is a certain room for development in the current reading and consumption environment.This research investigates the APP operation of 585 publishing institutions in my country as a whole,and aims to understand what attempts have been made by my country's publishing organizations in APP operation,market response and existing problems,and then propose optimization strategies based on this.This research is divided into seven parts.The first part mainly introduces the current development environment of publishing institutions in my country,sorts out the research literature at home and abroad,and defines the concept of publishing organization APP and publishing organization APP operation.The author also makes a detailed analysis of the APP operation value chain model of publishing institutions constructed in this article,and explains the innovation and significance of this research.In the second part,the author emphatically expounds the origin and development process of the publishing agency APP,and analyzes the characteristics and main functions of it.In the third part,the author sorts out the general situation of my country's publishing agencies APP,and introduces the four aspects of quantity distribution,research and development subject,content type and payment model.In the fourth part,the author sorts out the problems existing in the APP operation of publishing organizations from the four dimensions of content construction,product development,channel management and profitability.In the fifth part,based on the theoretical model constructed,the author analyzes typical cases of APP operation of publishing institutions in my country from four aspects: content operation,product operation,channel operation and profit model,and then analyzes its successful experience in APP operation.In the sixth part,the author puts forward the direction that can be optimized in the future development of the publishing agency APP based on the problems in the operation of the publishing agency APP,including creating high-quality content,focusing on product construction and operation,reaching readers through multiple channels,and improving profit models.In the seventh part,the author makes a brief summary of this article based on the previous research content.Publishing organizations have experienced current events and have high-quality content after years of accumulation.The purpose of enhancing APP operating capabilities for publishing organizations is to reach readers with good content on a larger scale.However,the current development of the publishing agency APP is roughly in line with the other APPs in the market,which shows a trend of polarization.The apps on the head already have a certain influence,but more apps are in an embarrassing situation of tepidity.This research conducts a survey on the APP operation of 585 publishing organizations across the country as a whole.At the same time,it focuses on the successful experience accumulated by People's Education Press,The Commercial Press,SDX Joint Publishing Company and CITIC Press in APP operation.On the one hand,the author hopes that publishing organizations can overcome difficulties,increase the use of APP platform,and use it as an important channel for value output and profit input.On the other hand,the author also hopes that the study of APP cases from multiple publishing organizations can provide reference for other publishing organizations in terms of specific operations.