Research On The Development Strategy Of China’s Digital Publishing Industry

Digital publishing has become a new economic growth point of China’s news and publishing industry. Since "eleven-five" China’s digital publishing industry output value has increased from21.3billion yuan in2006to137.788billion yuan in2011, and the average annual growth rate is far more than other industries continuously. At the same time, with the coexisting of great-leap-forward development and industry development disequilibrium situation, digital publishing industry thriving development makes a clear contrast with regional differences in the level. Digital publishing industry market layout is not balanced, and industrial composition is complex. For different technical characteristics and resource advantages, various industry groups make a difference in dominance and the main layout, and cause problems such as profit model, technology standard and digital copyright. Digital publishing industry has a bigger bottleneck in fund and talent compared to other industries. Domestic and foreign digital publishing development levels have obvious differences. And domestic digital publishing industry development is facing opportunities and challenges. Our country attaches great importance to digital publishing industry, and several preferential policies and supporting measures have been introduced. The eighteen Party Congress Report also stresses that "we should develop philosophy and social sciences, news and publishing, radio and television, literature and art", and that "we should promote the fusion of culture and science, develop new cultural industry, and enhance the cultural industry scale, intensive and professional level" in the part of "developing a strong socialist culture in China".Research on the development strategy of digital publishing industry is a decision-making research at new strategic period of cultural power construction, publishing internationalization and economic globalization. The strategic balance and evaluation have extremely profound significance. Research on the development strategy of digital publishing industry is the inherent demand for the construction of socialist culture power, promotion cultural development and prosperity. It is the need of economic development, and a new way to change the mode of economic growth in the information age. It is also1an important guarantee of digital publishing industry understanding, mechanism innovation, industrial upgrading and making reasonable strategy. We urgently need to make industry development direction and strategy of the future, and guide the healthy development of digital publishing industry.This paper constructs the theoretical system of industry development strategy from syllogism paradigm of structural evolution, regional division of labor and stages of development. It promotes to sinicize the academic study of foreign industry development strategy. The key to solving the problems is to deduce the theory of digital publishing industry development strategy, which means localization and specialization of the industry development theory. Exploration of China’s digital publishing industry development strategy refers to three dimensions that contain structure chain strategy, regional specialization strategy and stage strategy. Not only to think of the problems existing in current strategy implement, but also to construct a new strategic system. So it could form a coherent logic structure of industry development strategy research.The second chapter gives a descriptive study in China’s digital publishing industry development status. It analyzes the industry development pattern from industrial environment, system structure, present industrial structure and digital publishing enterprises. Then it points out the bottleneck problems in industry production, circulation and consumption. It selects three kinds of strategy, which is more representative in current digital publishing industry implement, such as industrial cluster strategy,"going out "strategy and competitive strategy. Then it analyzes present situation of strategy implementation and reflection problems, and points out that there are structural defects, space defects and time defects in three strategies.The third chapter makes a quantitative study on the correlation between digital publishing industry structure adjustment and industrial scale rapid growth. It interprets the status of foreign digital publishing industry structure, constructs dynamic model of China’s digital publishing industry structural evolution, and puts forward the conditions and target of digital publishing industry structure optimization.The fourth chapter takes regional disparity, comparative advantage and competitive advantage of regional industry division of labor, international division of labor and trade pattern, and industry cluster as the frame to do system analysis of China’s digital publishing industry division status. It points out that regional gap of China’s digital publishing industry development is the inevitable result of the unbalanced development to publishing economy. The regional gap will lead to form the advantage and regional competition, including industry competition of geographical area (different provinces) and industry regional competition. The task of strategy formulation is to coordinate and stimulate competition scientifically and rationally based on respecting the difference between advantages. The ascension of digital publishing industry competitive advantage must address the standardization and rationalization of industry chain, efficient operation of the interest, allocation of digital content resources and technology resources. As the beneficial supplement of comparative advantage and competitive advantage strategy, our digital publishing industry trade need through innovative products to expand trade with different premium content, to extend market, and to enhance trade status by scale economy, to improve the level of division of labor, and to get international commodity space. Meanwhile, China’s digital publishing industry development also needs the support of strategic trade policy. So the trade structure could change from product trade to capital trade. For China’s digital publishing industry clusters, imperfect regional resources supporting restricts the further development of industrial clusters. The digital publishing industry chain is so long and uneven that it impacts on the level of industry cluster division. That industrial cluster policy’s direction is not strong perplexes the enterprises’innovation and development in cluster for every area. The digital publishing industry cluster is facing upgrading dilemma. Alleviating the problem of industrial cluster pressure need to adhere to market-oriented, to optimize cluster layout, to improve professional level of collaboration, to form more competitive cluster, and to promote the coordinated development of industrial clusters in East and West. The fifth chapter divides the development of digital publishing into four stages, and explains three stage problems. One is how to evaluate the segment development stage of digital publishing industry. The two is how to evaluate distribution digital publishing industry dominant position. The three is how to evaluate digital publishing industry life cycle process and trend. There is a big difference in China’s digital publishing industry development phase. Mobile phone publishing, online games and internet advertising are in the development stage. Digital newspapers and online music are in its infancy. Most of the rest are in the growth stage. The government and industry itself should determine its development strategy based on the stage characteristics of different industries. And it should focus on the technical level, industry scale, public service and other indicators. In the existing industrial classification, internet periodicals, ebooks, blogs, online music, mobile phone publishing, online games and internet advertising are in leading industry position. Digital newspapers and internet animation are in the second. In recent years, with the passage of time the equilibrium and scale of industry are showing a benign development trend. China’s digital publishing industry is in the formation stage of life cycle as a whole, and the formation period is very long. So the industry monopoly, market risk status will continue for twenty years.The last chapter is the restoration and creation to structural defects, space defects and time defects in three strategies on the basis of theoretical research in the third, the fourth and the fifth chapter. It regards the innovation and reconstruction of industry development strategy as three general programs that contain structure strategy, regional strategy and stage strategy, and nine segmentation strategies. Structure strategy includes four-cross strategy, culture innovation strategy and talent strategy. Regional strategy includes competitive strategy,"going out" strategy, cluster strategy and non-balanced development strategy. Stage strategy includes cascade strategy in the period of industry formation and sustainable development strategy. We should use cascade strategy for guidance to dominant industry development, and ensure sustainable development of content and talent resources, publishing products and services, market, system, industrial structure in order to continue scale and steady growth in digital publishing industry.