Research On The Construction And Operation Of Digital Publishing Industry Chain

In recent years, the rapid growth of digital publishing industry scale, and the development prospects and profit margins shown in this industry, have attracted more enterprises to compete in digital publishing market. In the scale forming process of industry main body, the division of labor among different parts has become more explicit, and the interest distribution mechanism to maintain the effective operation of industry chain has become more reasonable, thus accelerating the formation and the clearance of digital publishing industry chain. However, there are also some outstanding problems in digital publishing industry chain, such as the incomplete structure, the obstructed operation and so on, which seriously restrict the further development and expand of digital publishing industry. The way how to construct a digital publishing industry chain with complete structure and coordinated operation, has become an important issue concerned in publishing industry and academia.This essay is based on labor division and cooperation of industry chain, adopting industrial organization theory, game theory and other related theories, and combining both theoretical and empirical analysis methods. On the basis of elaborating the formation and evolution of digital publishing industry chain, thorough research is made to explore its basic structure, operating mechanism and operating effect. As a result, aiming at the outstanding problems existing in those areas mentioned above, some thoughts are further proposed to strengthen the management of China’s digital publishing industry chain.In this essay, it’s found that the gradual formation of digital publishing industry chain is promoted by the industrial convergence and effected by the interaction of technology, market and policy, and develops along the direction of "simplification--differentiation-convergence". Digital publishing industry chain is a strategic alliance relation chain based on the value-added activities of digital publishing, which consists of product and service providers, technology developers and platform providers, product and service distributors. Among them, technology developers and platform providers usually get involved in content production as content providers or engaged in digital publishing product distribution as distributors, and thus the core value links of digital publishing industry chain are mainly divided into two parts:resource production and market distribution. Centering on resource production and market distribution, there exist a wide range of value activities among different participants of industry chain such as resources creation, exchange and use, on the basis of content, channels and technical resources they have. Value profit mechanism and interest distribution mechanism are the main ensuring mechanisms for realizing the coordinated operation of digital publishing industry chain. From the perspective of Evolutionary Equilibrium, only by coordinated cooperation of both content providers and distributors can they ensure the best value profits on both sides. The benefit distribution of digital publishing industry chain is the result of multilateral game, with many factors affecting it. Benefit distribution based on Shapley value, enables each participant of industry chain to gain best benefit distribution, and promotes the labor division and cooperation and the stable operation of industry chain. The operating effect of industry chain is related to coordinated operation of industry chain and healthy development of industry. From the current situation, the relationship among alliance enterprises of digital publishing industry chain is still weak; the integration degree of traditional publishing industry and IT industry is low; the resource integration function of industry chain is not fully developed; the value-added space of industry chain can be further improved. So the coordinated operation of digital publishing industry chain hasn’t been achieved by now.In order to construct a digital publishing industry chain with complete structure and coordinated operation, government, industry and enterprises should work together to strengthen the management of China’s digital publishing industry chain. This essay proposes some thoughts to strengthen it from three levels:government, industry and enterprises, so as to provide theoretical reference to the construction and management of digital publishing industry chain and competitiveness promotion of digital publishing industry in China.