Study On The Digital Publishing Innovation Of Traditional Publishing Enterprise

The advent of the era of digital information, accelerates the transformation of traditional publishing enterprises, leads to the generation and development of innovative digital publishing industry.Digital publishing has occupied most of the publishing market during the fast risingdevelopmentperiod on the basis of its uniquefeaturessuch as low-cost, environmental-friendly, strong liquidity, fast-update, spread widely, thatmake it acceptable generally for the consumers.The consideration of transformation for business form has been pushed by this evolution trend.At the same time, because of the huge potential of this new industry, the most enterprises are prompted to join in market compe- tition, which makes contribution to industry-chain formationof digital publishing, but also accelerates the innovation of digital publishing for traditional publishing enterprises.In this paper, the combination of quantitative and qualitative research method is adopt-ed, meanwhile the comparative analysis of comparative analysis, case analysis, literature analysis, inductive deduction method and other scientific research methods are employed, Based on the systematical recognition for digital publishing industry, the effect factors of digital publishinginnovation system, technology innovation system, production innovation system and business model innovationon traditional publishing enterprises have been re- searched comprehensively.Finally,the conclusion of this paper is drawn on the basis of aplenty of research, and the innovation suggestions are proposed to the transformation of traditional publishing enterprises in the digital publishing by analysis and interpretation in this paper.The first chapter of this paper elaborated the research background and issues raised in this new industry.On the one hand, from the perspective of practice for enterprise, focus on theanalyzing the social economic and technical conditions leading to the change of demand, which bringsthe necessity of digital publishing, from the perspective of international economic competition and culture competition,also explain the necessity of digital publishing.At the same time,according to the comparison analysis of the domestic and abroad digital publishing indicates that digital publishing industry in our country is just in initial step, influencing by combined with the traditional pattern andweakfoundation, lacking of inno- vation motivation, those are suppression factors which highlights the difficulty of the digital publishing innovation work.On the other hand, it is pointed out that the theoretical research on digital publishing innovationis still rarely in the current, the understanding on the development of industryis not comprehensively, thereforethis papermakes contri- bution to fill the blank of the research significantly.The second chapter in this paper mainly introduced about innovation, enterprise innovation and digital publishinginnovation research progress from domesticand abroad traditional enterprises.First, the chapter summarize the research progress of innovation and enterprise innovation systemby domestic and abroadresearchers;Second,conclude the stateof-the-art innovation theory and ideas for digital publishing; third, comprehend the existing research achievement on the basis of the research Approach from general to specific; so as to determine the theoretical basic thoughts of this paper areincluding focusing on the analysis of innovation effect factors for traditional publishing enterprise,technical innovation products and business model innovation.The third chapter in this paperanalyzed the effect factors of innovation digital publishing on traditional industry chain. Based on the systematically research and analysis model for innovation effect factors, according to the survey, With the help of mathematical statistics and analysis method. According to the both external and internal factors of enterprise, this paper develops an innovation effect factors model with different weight for each factor which generates from the analysis of digital publishing innovation practiceby traditional publishing enterprise.The fourth chapter in this paper focuseson the basic research and analysis oftechnical innovation systemfor digital publishing innovation by traditional publishing enterprises. First, a detailed analysis of the existing technical conditions. Second, aim- ing at the understanding of digital publishing and explaining the technical requirementsfor digital publishing in detail. Furthermore, through the technological innovation theory, putt- ing forward the direction, method and strategy for three aspects of technical innovation including internal information technology, external operation technology and terminal application technology.The fifth chapter in this paper researches on the product innovationfor digital publishing.Digital publishing product innovation isthe key difficulty for the traditional publishing enterprises, that is the basis of sustainable development and achieving industry longterm aim for digital publishing industry.From the perspective of the product characteristic, with the comparative analysisof the statusbetween traditional publishing and digital publishing products, combinestothe analysis of various consumers' requirements, put forwards the innovationcontent of digital publishing product, and proposes the specific digital product description attribute modelmeeting the operation requirements. Thus, puts forwardthe available methods of digital publishing product innovation which promotes the development of industry progress.The sixth chapter in this paper studieson the business model innovationfor digital publishing.With the help of mature innovation theory on business model, analyzes and compares the existing business model, using the method of game theory, puts forward the designinginnovationmethods,mode selection and implementing paths of digital publishing business model for traditional publishing enterprises.The seventh chaptersummarizesthe policy recommendations proposed in this paper. Through the comprehensive research, first suggeststhat the government should obey the basic principles of market economy and offerAppropriate guidanceand support for the transformation of innovation to the traditional publishing enterprises.The enterprisesshould confirm and accept the guidance and support workfrom government related departments in the early stage ofindustry, and be further Suggested to strengthen the construction of basic industry standards and specifications. Secondly to many traditional publishing enterprises, it is recommended that comprehensively recognize the possible trend of digital publishing, make efforts to seize market opportunities, the strategy suggestionsforcooperation and advantage position should be proposed at the same time, in order to achieve business objectives for consolidating and developing the core competitiveness.