| To study on the tactics of book publishing houses to develop online publishing aims at offerring some theoretical accordance and reference to China's book publishing houses.To set up a theory model, the character of online publishing is analysed first, then online publishing is horizontally compared with traditional publishing, and it is discovered that the relationship of the two is coexist and interpromotion. Then in the large field of the Internet age and global communication, it is proved that it is necessary and urgent to develop China's online publishing industry.In the model, after studying many cases and researching the industry structure and based on a lot of information, the present situation, the development character, the hindrances and the present development tactics of online publishing are studied. It is proved that it need systematic feasible tactics to develop online publishing.Based on such necessity, combined theory with practice, by the theories and methods of communication, publishing, management and economics, new theories are offered to China's book publishing houses to develop online publishing in five items, which is positioning, aim, model, resource and competition & cooperation. And the new theories are applied to the Encyclopedia of China Publishing House as a case.There are three important innovations in the paper. The first is the model of premise theory for China's book publishing houses to develop online publishing. By this model, the future of online publishing and the development tactics can be described in both microscopic way and macoscopic way. The second is that the development model of online publishing includes commerce operating model and content communicating model. It is crucial for the sustainable development of online publishing that the two models are all rational and suit for each other. The third is the microscopic theory and method system about to choose and make development tactics of online publishing.
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