Research On Industrial Chain Of The Mobile Publishing In China

Publishing can not develop without technological progress. Papermaking, printing and the laser photo typesetting technologies had profound effect on the publishing. Nowadays, the digital publishing technologies will bring another change to publishing. Mobile publishing is a new form of publishing, and it will change the publishing process, industrial structure and the concept of publishing. Although the mobile publishing industry is still in the formation and growth stages, it is regarded as the most potential form of digital publishing because of the huge market and its advantages. However, how to perfect the chain structure and form a scientific and rational chain will have a direct impact on the rapid development of mobile publishing industry. Therefore, this study will focus on analyzing and combing the structure and issues of mobile publishing industry in China, and then explore a more reasonable chain structure of it.This article reviews and summarizes the existing research results on mobile publishing, and on this basis, this study establishes the research priorities and directions. This article reviews the development of mobile publishing in China, including the definition, key features and common formats of mobile publishing, and then summarizes the current development of it. The third part of this paper lays a theoretical foundation for the mobile publishing industrial chain, and makes the following definition for it:the mobile publishing industrial chain is a strategic alliance which is formed by value added related published businesses, such as publishers, operators, technical service providers, handset manufacturers. And it bases on the publishing value chain. The fourth part of this paper combs and summarizes the mobile reading, wireless music and mobile phone industrial chain, which is more mature in China's mobile publishing industry. The current mobile publishing industrial chain structure is complex. We must sort out the roles and the way of association among the various links of the chain in order to discover the main issues and principal contradiction. While combing, this article also present the problems, trends and ideas of solving problems.The last chapter is the essence of this study. The author summarizes the main issues and common problems found in the course of combing, and then analyzes the successful case abroad to learn from their successful experiences. Finally, the author explores to put forward a new structure model of mobile publishing industrial chain. The new structure breaks the monopoly of the telecom operators, but the telecoms operators remain have a strong control. And this is the most distinct feature of this structure. The terminal manufacturers can fully integrate into the industrial chain, and this will help produce the mobile terminal which is adapted to the needs of mobile publishing business. The structure stresses the ability to interact with mobile users, the universality and openness of the mobile networks, which provide sufficient communication and interaction platform. As mobile publishing consumers, the mobile phone users can be content providers by producing the original and re-creation of existing products. At this time, the mobile publishing industrial chain can form a continued ring structure, and it is bound to accelerate the circulation and operation of the entire industry, while increase "sales cycle" which will provide new choice for other manufacturers besides users and carriers. Those unofficial websites, who have not signed a cooperation agreement with operators, can also find their own foothold. And the existence of the other payment channels has improved the status that the carriers get high service fees from the CP/SP. The industrial chain introduce the third-party monitoring mechanism to monitor the behavior of all sectors of the industrial chain effectively, and ensure the normal operation and healthy development of entire mobile publishing industrial chain. The improvements in these areas provide an equal competitive environment for the development of the mobile publishing industry, and then bring every roles of the industrial chain into full play.